CRM & Retention

Loyalty marketing and customer service

CRM & Retention


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Target, the retailer, bounced back from a high-profile data breach to transform its brand strategy and messaging, and thus restore its reputation with consumers.


Lori Gibbs and Georgina Hooper, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Australasian bank Westpac transformed customer banking relationships with technology that brings together data and communications to create a single customer view that seamlessly integrates multi-channel customer interactions.


Nathalie L'Hoir, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola reconnected with the teen market in Belgium with its 'Share a Coke' campaign, in which the Coca-Cola name was replaced with 200 of the most popular baby names of the 1990s.


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how Hindustan Unilever, the consumer products company, reached media-dark consumers in rural India by creating a new media channel through basic feature phones.


Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how Kissan, the Indian ketchup brand, brought its 'made with real tomatoes' claim to life by encouraging mothers and children to grow their own tomato plants.


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study describes how an 'unlaunch' of the Volkswagon Kombi van was used to build brand relevance in Brazil.


Jay Chiat Strategic Excellence Awards, Gold, Best Brief and Best Business Transformation, 2014

This case study explains how PBS, the public and government funded US broadcaster, promoted Channel THIRTEEN, its New York City-based affiliate, to people aged 25-45, highlighting its quality mission by promoting several fake reality TV show concepts.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how Samsung built an aspirational brand image for its new Galaxy S5 smartphone in Turkey via a TV show-linked crime-investigation app.


MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how US drugstore chain Walgreens boosted share of voice and enrolment in its new Balance Rewards consumer loyalty programme by connecting with individuals via their fitness devices and applications.

WARC RECOMMENDS


WARC BRIEFING

Loyalty Marketing

Key trends and theories on retaining customers


BEST PRACTICE

How to foster loyalty effectively

Practical tips, reminders and recommended reading


ADMAP

Brand Loyalty

How advertisers all over the world close the loyalty loop


TRENDS

Loyalty marketing

Attracting and retaining customers in difficult times