Encouraging Trial

Driving user trial of brands

Encouraging Trial


PMAA Dragons of Asia, Bronze Award, 2014

This case study describes how India's fourth-largest FMCG company, Dabur India Ltd, connected with consumers during the country's long summer season to publicise the stomach-cooling benefits of its fast-acting antacid remedy Pudin Hara.


Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2014

This case study explains how Kellogg's Rice Krispies Squares (RKS) capitalised on Halloween celebrations in Ireland by creating a memorable brand experience that would engage its target market of 16 to 24-year-old "Kidults".


Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report shows how Samsung, the electronics manufacturer, cut through the marketing noise surrounding Black Friday using market research.


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.

WARC RECOMMENDS


WARC BRIEFING

Driving trial

A general overview of encouraging user trial


RECOMMENDED CASES

Gain customers

Warc's pick of the most effective case studies


CASE STUDY

Andrex Washlets

Encouraging trial by tackling a taboo subject


ARTICLE FOCUS

Activation response management

A better way of measuring promotions


CASE STUDY

Mountain Dew: Skate Pinball

Capturing attention with event marketing