or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Leisure and entertainment
Media and publishing
Travel, transport and tourism
Household and domestic
Gale classic cases (US)
ARF Ogilvy Awards (US)
Design Effectiveness Awards
Date: newest first
Date: oldest first
Orbitz: Take Vacation Back
ARF Ogilvy Awards, Gold, Retail & Etail, 2013
Orbitz, an online travel agency, decided to adopt an emotional strategy to differentiate itself in an otherwise highly commoditized, price-driven US market.
Orbitz, an online travel agency, decided to adopt an emotional strategy to differentiate itself in an otherwise highly commoditized, price-driven US market. A two-year research process led to "Unlock the joy of travel" becoming the brand's new purpose, delivered via the integrated "Take Vacation Back" campaign designed to inspire Americans to take a vacation. A launch "Declaration of Vacation' TV anthem ad depicted people across a range of destinations claiming their right to a vacation, which was supported across print and digital activity, as well as a new Orbitz website. When evaluated, the campaign produced a lot of buzz and exceeded engagement norms.
eHarmony: 2012 Campaign
ARF Ogilvy Awards, Silver, Retail & Etail, 2013
eHarmony, the online dating website, had seen business decline considerably in the US market in recent years.
eHarmony, the online dating website, had seen business decline considerably in the US market in recent years. Historically the bulk of its media activity was allocated to Cable TV, but with subscriptions declining, TV was no longer considered effective enough. This led to a more sophisticated targeting approach consisting of a full-scale digital video strategy and mobile platform. In January 2012, eHarmony had its highest performing month in over 15 months, and monthly goals were being surpassed.
Chad Valley @ Argos
Design Business Association, Bronze, Design Effectiveness Awards 2013
Argos, the catalogue retailer owned by Home Retail Group, had bought the Chad Valley toy brand but had not met the sales targets it had set.
Argos, the catalogue retailer owned by Home Retail Group, had bought the Chad Valley toy brand but had not met the sales targets it had set. Research showed mothers regarded Chad Valley on a par with own label and found the brand's pages within the Argos catalogue unappealing. These were redesigned and refined in successive catalogues, making it easier for readers to quickly identify specific toys, their features and benefits. Illustrations of children playing with the toys communicated product scale and created an emotive pull, while energetic copy was deployed to establish a greater sense of standout. Sales and toy market share increased, with almost 70% of the market share increase directly attributable to incremental sales of the Chad Valley brand. The design costs were recouped within four days.
Bush @ Argos
Design Business Association, Bronze, Design Effectiveness Awards 2013
The Bush electronics brand in the UK had been eroded through perceptions of poor quality and inferior technology.
The Bush electronics brand in the UK had been eroded through perceptions of poor quality and inferior technology. It is sold exclusively through catalogue retailer Argos but its sales were static and it saw threats from the increase in budget brand technology sales within the grocery sector. As the print catalogue and website are the sole experience potential customers have of products sold through Argos, Bush needed to improve its branding in these channels. This was achieved by simplifying the communications, making them consistent and improving the brand's desirable feel so that it compared favourably against larger rivals. After the redesign, sales were up by an average of 20-25% year-on-year, against an overall declining market. A catalogue by catalogue comparison showed an uplift of 50% was achieved in the 2009 July-January period, compared to the year before.
Shop Direct Group - very.co.uk: Love Your Wardrobe
Direct Marketing Association - UK, DMA Awards, Silver, 2012
This campaign for very.co.uk, an online clothing retailer, invited prospects to take an online quiz to establish their fashion style personality: 'style safe, 'chic style hunter' or 'fashion forward'.
This campaign for very.co.uk, an online clothing retailer, invited prospects to take an online quiz to establish their fashion style personality: 'style safe, 'chic style hunter' or 'fashion forward'. Follow-up emails used dynamic content to serve bespoke and inspiring looks for key occasions to help them fall in love with their wardrobe again. More than 12,000 new customers were gained, with an average first-order value of £165.
Marks and Spencer: Pass the Parcel
Direct Marketing Association - UK, DMA Awards, Bronze, 2012
Retailer Marks & Spencer wanted to grow its number of Facebook fans in order to drive traffic to its ecommerce site.
Retailer Marks & Spencer wanted to grow its number of Facebook fans in order to drive traffic to its ecommerce site. In order to do so it targeted women who were stressed by the demands of Christmas shopping with a Facebook app based on the game 'Pass the Parcel'. By engaging them with a fun activity they could play in their downtime and share with friends the brand attracted 115,000 new Facebook fans and engaged consumers for over 4m minutes on the app.
Waitrose.com £75 Off
Direct Marketing Association - UK, DMA Awards, Gold, 2012
Waitrose.com, the online grocery shopping service from Waitrose, a UK supermarket, suffered from low new customer acquisition and retention rates, and low-awareness levels among existing in-store customers.
Waitrose.com, the online grocery shopping service from Waitrose, a UK supermarket, suffered from low new customer acquisition and retention rates, and low-awareness levels among existing in-store customers. It therefore launched a multi-shop incentive of £75 off each customer's first five, inspired by data analysis showing that new customers we more likely to be retained once they had shopped five times. A combination of mapping systems, demographic profiling and other data targeted the best profiling postal sectors in 10 regions across the UK. A multi-channel campaign featured real employees to add warmth to the offer, and ran across a range of direct response media. Weekly orders grew at three times the rate of the rest of the online grocery market and the weekly volume of new customers increased by 134%. In the 10 targeted regions, 57% of shoppers acquired went on to place their fifth shop: an increase of 49% compared to usual retention rates.
LateRooms.com: Brands still win! Marketing in the era of Google
Jamie Inman, Jayesh Rajdev and Paul Sturgeon, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
This case describes how the online hotel booking website LateRooms.com has successfully marketed itself in a highly competitive sector, in which strategies range from brand-driven to pure search.
This case describes how the online hotel booking website LateRooms.com has successfully marketed itself in a highly competitive sector, in which strategies range from brand-driven to pure search. LateRooms.com, which combined brand building and search, has delivered the fastest growth in the market and a net profit of £3.91m.
Warc Prize for Asian Strategy, Entrant, 2012
Amazon faced a tough challenge from well-established local competitors, Tmall and 360Buy, when it launched in China in 2011.
Amazon faced a tough challenge from well-established local competitors, Tmall and 360Buy, when it launched in China in 2011. These two brand owners dominated their home market with a 70% market share, but at the end of this three-month campaign Amazon had become China's second favourite online retailer. The key to success lay in identifying the gap between the happy experience online shoppers wanted and the disappointing reality, which too often featured fake goods and poor service. A campaign, focusing on Amazon's authenticity, quality and service, ran on TV, in print and online and in train commuter stations. The result was a 20% incremental uplift in sales and significantly improved brand metrics.
Trading Post: Saving an iconic brand that was as 'good as gone'
Matt Michael and Fabio Buresti, The Communications Council, Silver, Australian Effie Awards, 2012
The Trading Post, originally an Australian classified advertising magazine, had already moved to an online-only format, but the business continued to suffer its long-term decline due to its lack of relevance and competition from well-established digital competitors.
The Trading Post, originally an Australian classified advertising magazine, had already moved to an online-only format, but the business continued to suffer its long-term decline due to its lack of relevance and competition from well-established digital competitors. In a bid to secure its future, private car ads became its core focus, with a campaign that promised "sell your car in 4 weeks or your ad was free", which it dubbed "The Good As Gone Guarantee". TV was the lead medium, chosen to deliver mass reach quickly and to add an element of stature for this brand revival campaign. Outdoor, radio and digital were deployed in support. Private car ads placed on tradingpost.com.au increased by 158% (against a target of 60%). At the same time, the market leading carsales.com.au's share fell from 47% to 39%, whilst Trading Post's increased from 19% to 24%.
YOU ARE IN THE WARC INDEX:
Online shopping, ecommerce
Clothing and fashion
DIY and home improvement
Furniture and furnishings
Leisure and entertainment
Loyalty and reward cards
Motor and auto accessories
Pharmacies and health
Restaurants and takeaways
Shopping centres, malls
Supermarkets and grocery stores
Buying and shopping
Consumer and shopper panels
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc