Encouraging Trial

Driving user trial of brands

Encouraging Trial

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.

Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Special K, a breakfast cereal brand made by Kellogg, entered the frozen handheld breakfast food category in response to a shrinking cold cereal market.

Shintaro Okazaki, Natalia Rubio and Sara Campo, International Journal of Market Research, Vol. 56, No. 3, 2014
This study examines the effects of online gossip propensity in social networking sites (SNSs). We posit that online gossip propensity affects SNS identification, which in turn determines normative pressure and SNS engagement.

Juan Andrés Tello, Gerard Loosschilder and Leonardo Solano, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses the application of behavioural economics to branded product promotions in Latin America, with a view to understanding consumer choices and a more efficient allocation of marketing budgets. The available body of knowledge on promotion effectiveness is often incomplete, disaggregate, and sometimes anecdotal.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Coca-Cola, the beverage giant, used the International Day of Happiness in 2013 to engage with students in the United Arab Emirates.

Steve Barton, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how COLLECTION, a UK cosmetics brand, created a new line of cosmetics with a British girl band, Little Mix, in order to attract younger people to the brand. The target group for this campaign was girls aged 7-16, which had a strong overlap with the band's following, many of whom followed them through social media.

Walt Barron and Swapnil Patel, Warc Prize for Social Strategy, Gold and Special Award for Social Business, 2014
This case study demonstrates how Mizuno, a running shoe brand in the US, with a limited media budget, set out to convince runners to give their running shoes a chance.



Driving trial

A general overview of encouraging user trial


Gain customers

Warc's pick of the most effective case studies


Andrex Washlets

Encouraging trial by tackling a taboo subject


Activation response management

A better way of measuring promotions


Mountain Dew: Skate Pinball

Capturing attention with event marketing