Encouraging Trial

Driving user trial of brands

Encouraging Trial


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report shows how The Cosmopolitan Hotel of Las Vegas and United Airlines created a new media channel to connect with flyers travelling to the city.


Helen StQuintin and Neil Godber, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Blue Dragon, an oriental food brand, moved from an 'authentic' brand positioning to 'convenience' to increase frequency amongst light users in the UK.


Geoffrey Precourt, Event Reports, DX3, March 2014

This article discusses how Sport Chek, a sporting goods retailer owned by Canadian Tire, is seeking to tackle digital disruption.


Geoffrey Precourt, Event Reports, Dx3 Canada, March 2014

This article discusses how Walmart Canada has refined the shopper-marketing experience to reflect the fact its customers are becoming ever more digitally savvy.


Low Lai Chow, Event Reports, ad:tech ASEAN, July 2014

This event report looks at four ways fast food chain KFC Malaysia has tapped into the particular strengths of different digital channels to drive engagement and sales.


Low Lai Chow, Event Reports, ad:tech ASEAN, July 2014

This event report looks at how fast-food chain McDonald's is using innovative approaches on mobile to attract customers and drive growth in the Philippines and Singapore.


Richard Moule, Market Leader, Quarter 3, 2014

This article discusses the looming crisis in UK supermarket trade promotions which are depressing sales volumes and margins.


Douglas West, John B. Ford and Paul W. Farris, Journal of Advertising Research, Vol. 54, No. 2, 2014
This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices. Findings suggest that heuristics provide checks on analytically based budget methods and may also help managers deal with risks.

Effie Worldwide, Gold, North America Effies 2014

This case study describes how Applegate, the US organic meat producer, created a campaign to differentiate itself from competitors by emphasising the healthy, natural ingredients of its hot dog products.

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