Encouraging Trial

Driving user trial of brands

Encouraging Trial


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.


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.


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, 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.


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.


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.

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.

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