Michiel Cox and Jamie Barrett, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Volkswagen, the car manufacturer, drove awareness, test drives and sales of a new Beetle car model in New Zealand by making social media key to its campaign. A competition was created, based on a popular social trend, inviting people to post pictures of themselves imitating the shape of the Beetle car, in order to win one.
Peach Natividad, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Nescafe, the coffee brand, increased sales in the Philippines by developing its Facebook page output. This included creating relevant and real-time content, allowing fans to customise pages, co-creation and collaboration with fans, and a rewards system.
ARF Ogilvy Awards, Business Challenges and Gold, Appliances & Electronics, 2014
This case study explains a multi-year campaign by Hewlett Packard (HP) which targeted parents in India in order to tackle sluggish sales of a printer product. The printer had been marketed on the basis of low cost ink supplies, but competitors with lower up-front costs had hit sales.
ARF Ogilvy Awards, Silver, Food & Grocery, 2014
This case study describes how PAM, a cooking oil spray brand owned by ConAgra Foods, emphasised the ease of cleaning pans after use of the product in order to appeal to US Latino females. The brand had previously advertised positive good-food related benefits, but found through research that its low residue formulation was seen as a benefit by consumers because it reduced pan-washing time.
Stephen Whiteside, Event Reports, IRI Summit, March 2014
This event report explains how for Family Dollar, the US discount retailer, 'value' is more about quality and experience than price. Despite a low-income customer profile, research has found that Family Dollar's customers focus on product quality and reliability in purchasing decisions as they cannot afford to take a risk on products that may not work.
Raluca Răschip, Richard Herbert and Oliver Koll, ESOMAR, CEE Research Forum, Bucharest, March 2014
This paper explains what is driving brand growth and inspiring manufacturers and retailers towards profitable business in the FMCG sector, presenting findings from a study of brands across 70 categories in Europe. Drivers of growth and causes of decline over the past five years are explained in the context of economic recession, with comparisons of European markets with the US and emerging markets.
Jules Goddard, Market Leader, Quarter 2, 2014
This article discusses managerial bias towards cost efficiency and the harm this can have for corporate performance. The results of a study of 25,000 US companies over 40 years are explained, which found that of those that employed cost leadership strategies, only a few achieved sustained success.
Maria Gioffre, Warc Prize for Social Strategy, Bronze, 2014
This case study describes how Chobani, the yoghurt brand, employed emotional messaging in a rationally based Australian market. Chobani suffered with low awareness, and so finding that competitors focussed on science, created a campaign that emphasised taste.
Katie Perry, Warc Prize for Social Strategy, Silver, 2014
This case study describes a parody campaign by Kraft, the US food company, which promoted its Oscar Mayer bacon product. A social media campaign encouraged people to 'say it with bacon' on Father's Day.