Rebranding

Information and insights on rebranding campaigns

Rebranding


Josh Roth, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Argos, the UK catalogue retailer, which used social media and TV to capitalise on a national conversation surrounding the birth of a royal baby. Brand characters - the 'Argos Aliens' - were used to engage audiences and promote the company's nursery range.

Kim Lam, Florence Wong, Yvonne Lau and Nick Hui, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Nestle partnered with a popular boy band to cast confectionery brand FRUTIPS in a fresh light in Hong Kong. It targeted 15-24 year olds through fun, humorous experiences and content that were shared through social media.

Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Nestle set out to increase sales of Kaktus Ice Cream in Poland by creating a communications platform called 'Republic of Cactus', which aimed to integrate the promotional activities across all channels. The campaign was an example of how to communicate with a young target audience through social media, and how precision planning can lead to synergies between actions.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report discusses how Xerox is using content marketing to raise awareness of its repositioning as a solutions provider. To do so, it faced the challenge of overcoming deeply-entrenched associations between its brand and the paper-copier business.

Michael Taylor, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes how Citi, the financial services company, used sponsorship of New York City's bike share scheme to improve brand health following the financial crisis. Citibank's reputation had been hurt by the financial crisis in 2008, with media attention meaning its brand health plummeted further than competitors in New York.

Deepak Gopalakrishnan, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes how ICICI Bank, India's largest private sector bank, launched its social media presence on Facebook in order to engage with younger consumers. The bank lagged behind the rest of the sector for social media, and so decided to take a different approach to others in the category by creating a Facebook app that allowed users to check their bank account and apply for various services.

Cristina Buenaventura, Warc Prize for Social Strategy, Bronze, 2014
This case study describes a campaign the Philippines Department of Tourism (DoT) which turned Filipinos into both inspiration and media channel for its campaign. Capturing the idea that the Filipino people enhance the experience of any tourist this campaign ran across social media.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2014
This event report describes how Taco Bell, the quick service restaurant chain in the US, changed its marketing in order to become a lifestyle brand. The brand had lost its 'cool' perception and needed to become more relevant to its target consumers - millennials.

Stephen Whiteside, Event Reports, In-House Agency Masters, October 2013
This event report discusses how the in-house agency for Metro, the operator of the Los Angeles public transport system, aimed to convince the area’s famously car-loving residents to switch to the bus or train. Doing so would require making these – often less convenient – options look “cool” in the eyes of consumers.

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