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.
Myriam Samaoli, Philippe Torloting and Charlene Gelder, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Purina ONE, the pet food brand owned by Nestle, increased its social media following in France. Content including tips on caring for cats and images submitted by users, quizzes, contests and photo galleries were used to drive engagement with the brand's Facebook page.
Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Nestle, the food and beverage company, to promote its Friskies pet food brand in Poland, largely through social media. The brand had an established Facebook page and so chose this as its main focus, supported by a brand website and online ads.
Frederick Tong, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Philips strengthened its brand with the '+' Project, a year-long commitment to discovering health and wellbeing issues in Asia Pacific. Philips needed to capture the attention of businesses, so did this by addressing consumers' problems in a collaborative and highly visible manner.
Ashish William and Win Huang, Warc Prize for Social Strategy, Entrant, 2014
This case study describes Procter and Gamble's, the multinational consumer goods company, sponsorship of the 2012 London Olympic Games which took a different approach to others by focussing on the relationship between athletes and their mothers. Consumer research suggests that in Asia, and China in particular, children do not have to spend a lot in order to please their moms, and yet a great number of consumers had expressed their guilt over not appreciating their moms enough.
Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report discusses how Kimberly-Clark first explored programmatic advertising. As a means of securing buy-in to this approach, especially from the firm's procurement department, the emphasis was initially placed on the cost savings it promised to deliver.
Judi Friedman, Warc Prize for Social Strategy, Bronze, 2014
This case study describes a campaign in the US by Bissell, a floor care company, which used a social media strategy to halt a decline in sales of its core product. The Bissell sweeper was the company's original product, and after sharp decline the company was determined not to let it 'die'.
Kathryn Piasta, Alli Sherman and Michelle Babin, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes an online campaign in the US by Clorox, the cleaning products company, to promote its bleach product to younger people. The campaign concept - bleachable moments - was used to highlight occasions this generation would want to go away.
Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes how Asian Paints, an Indian chemicals company, used the design of new retail stores to develop a positioning as a consumer brand. The company had previously focused on industrial business and so needed to convince consumers the brand was a good choice.