Challenger Brands

Information and insights on challenger brands

Challenger Brands

Sarah Shearman, Event Reports, Brand New World, February 2014
This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes.

Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Nestle, the food and beverage company, to promote its Friskies pet food brand in Poland, largely through social media. The brand had an established Facebook page and so chose this as its main focus, supported by a brand website and online ads.

Frederick Tong, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Perfect Italiano cooking cheese, a challenger brand in Singapore owned by Fonterra, used social media to increase reach and engagement, and ultimately drive sales. The problem of a stagnant market was compounded by the fact that Singaporean mothers did not often cook at home, as well as cheese being an occasional novelty rather than a staple in the diets of Singaporeans.

Dhunji S. Wadia and Ravi Walia, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how a broadcasting company SAB TV targeted India's youth through mobile and internet platforms by recreating the world of SAB TV as a social game called In the game players could become the mayor of SABurbia by completing a series of tasks that involved sharing, helping and interacting with the show's characters and plots.

Herman Cheng, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how the Taikang Life Insurance Company ended up 'owning' a day, after using social media to promote its brand in China. Taikang Life Insurance needed to increase sales of its insurance policies but faced a competitive market and a limited budget.

Deepak Gopalakrishnan, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how the sport of field hockey was revived in India with the launch of a new league - the Hero Hockey India League (HHIL) - on social media. Sports in the country was dominated by cricket, particularly following international successes, and hockey viewing and game attendance had declined.

ARF Ogilvy Awards, Silver, Appliances & Electronics, 2014
This case study describes an advertising strategy in the US, UK and other markets by Windows Phone, the challenger smartphone brand, which sought to persuade consumers to switch by emphasising technology. The smartphone market is dominated by phones with iOS and Android phones, with users loyal to their existing operating system.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2014
This event report discusses how Mizuno, the sports brand, built on its success in the US running-shoe category as it sought to reach golfers of "average Joe" standards, but with great enthusiasm for the game. The Mezamashii Run Project demonstrated to the firm that authenticity was a major selling point; it built on this theme in the golfing arena having learned that consumers felt many of its competitors over-promised on the performance boost their products could provide.

David Burden, Jacki Bigas and Mike Bray, Warc Prize for Social Strategy, Shortlisted, 2014
This case study explains how Temple University, a higher education institution in the US, used its students and alumni to recruit new students. The university had been outspent by competitors and so needed a new approach to promote the institution.



Challenger Brands

The theory and practice of shaking up the status quo


How market leaders can become challenger

How to apply challenger thinking in large firms


Eating the big fish

Adam Morgan's classic work on challenger brands


Koodo Mobile: Koodo El Tabador

How a small mobile company shook up a big market