Long-Term Impact

Marketing that works over the long term

Long-Term Impact


Hristos Varouhas and Nitsa Lotus, The Communications Council, Gold, Australian Effie Awards, 2014

This case study describes how RaboDirect, the bank, used a provocative advertising campaign in Australia to achieve growth well out-pacing that of competitors.


Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014

This event report explains the results of a study conducted by CBS, The Kellogg Co.


Daren Poole, WPP Atticus Awards, Merit, Advertising, 2013

This article sets out the case for evaluating advertising based on long-term effects and suggests appropriate methods.


Rong Huang, Emine Sarigöllü, International Journal of Market Research, Digital First, July 2014
Although several brand equity measures have been proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap.

Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014

This event report discusses how The Kellogg Company, the food group, is connecting the quality of creative from its TV spots to sales.


Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014

This event report discusses how Bank of America, the financial services giant, shifted its brand strategy from centring on product profitability to focusing on customer profitability.


David Edwards, Warc Prize for Social Strategy, Gold and Special Award for Channel Strategy, 2014

This case study describes how Mercedes-Benz monetised social engagement when real and virtual worlds converged in 'YouDrive'; the world's first interactive driving experience conducted through a television commercial in the UK.


Cannes Creative Lions, Creative Effectiveness Lions, 2013
This campaign for Cancer Research UK, a charity, aimed to change minds about the need for plain cigarette packaging - reducing tobacco branding in order to reduce product appeal. The main aim was to gain 55,000 signatures for a petition lobbying the government for the change.

Cannes Creative Lions, Creative Effectiveness Lions, 2013
Mercedes-Benz used this campaign to address the widely held perception in the UK that its cars were for an older clientele, a reward at the end of a career, and to encourage 25-49 year olds to reappraise the marque. It used interactive storytelling to provide a stimulating experience of the car, with a TV commercial introducing a character trapped in a futuristic digital world.

WARC RECOMMENDS


ARTICLE FOCUS

Long-term planning: Taking the long view

How to measure long-term return on marketing investment


ARTICLE FOCUS

The price of continuity in a short-term world

Long-term strategies that are still paying back


CASE STUDY

Hunt's Tomatoes: Hunt's Crash Kitchen Tour

How an FMCG brand gained volume share year after year


CASE STUDY

UK Department for Transport: Road Safety

How 30 years of drink drive ads saved almost 2,000 lives


ADMAP

Perpetual Marketing

Developing campaigns for the 24/7 Live Age


WEBINAR

The long and short of it

Binet and Field on how campaigns work over time