Encouraging Trial

Driving user trial of brands

Encouraging Trial


Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015

This event report provides details of research conducted by Hershey, the confectionery brand, to understand the role of various touchpoints on the path to purchase.


Case Study

Lidl: Dill
Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how German discount store Lidl improved brand consideration in Sweden where it was perceived as low quality because of its low prices.


Effie Worldwide, Finalist, Shopper Marketing Effies

This case study explains how Oreo, the cookie brand owned by Mondelez, increased sales at supermarket chain Meijer using an online game.


Effie Worldwide, Finalist, North America Effies

This case study explains how RadioShack, an electronics retail chain, used a humorous Super Bowl ad to reposition its brand.


Effie Worldwide, Finalist, Shopper Marketing Effies

This case study explains how kingsford Charcoal, a barbecue charcoal brand in the US, took a long-term approach to protecting its sales by promoting charcoal grilling over gas to young men.


Sean O'Farrell, Admap, May 2015

This article outlines key technologies and examples of proximity marketing, and provides some ideas to help marketers get started.


Jay Leon, Brian Katz and Bill Harvey, ARF Experiential Learning, Re:think, March 2015

This paper argues that TV advertising should take a 'continuous' rather than 'flighted' approach, to build synergy between ads and sales promotions and in turn increase ROI.


Nielsen, February 2015

This report focuses on how companies around the world, and especially in the US, can make their trade promotions more effective.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study demonstrates how a fresh design allowed Vivid, a brand of matcha green tea, to successfully enter the highly competitive market of grab and go health-focused drinks in the UK.

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