Short-term Impact

Marketing that works over the short term

Short-term Impact


Ronnie Thomas and John Gamvros , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.


Suzzane Zhang, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Bailey's, the alcohol drink, targeted Chinese women by focussing on special female friendships and their importance to women.


Prasanna Kumar , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how consumer products company Braun positioned its CoolTec shaver as a interesting gadget in China, justifiying its premium price point.


Darius Karbassioun and Jonathan Koh, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how WWF, the charity, reframed 'Earth Hour', an environmental initiative, for a Chinese audience by focussing on digital and social media.


Cairo Marsh and Mark Leong, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how McDonald's, the fast food chain, made its existing mobile loyalty programme in Japan more effective by leveraging user data.


Rahul Chawra , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Qatar Airways used a contest on social media to generate online buzz in Singapore.


Raymond Chin, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Watsons, a retail chain, promoted its loyalty card scheme by adding the functionality of a cash card in Malaysia.


Connie Xu, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Chips Ahoy!, a food brand owned by Mondelez International, set out to dominate April Fool's Day in China by targeting a young audience.


Saeka Zafar , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Johnson's Baby promoted a unique range of baby skincare products in India by targeting paediatricians.

WARC RECOMMENDS


WARC BRIEFING

Short-term impact

Marketing theories and key trends


ARTICLE FOCUS

How to carry out fast marketing

Telling consumers why they should buy right now


CASE STUDY

McDonald's: Getting Britain lovin' it once again

Making a quick impact – five years in a row


ARTICLE FOCUS

Advertising works... in the short term

Responding to shareholder pressure to get results


CASE STUDY

2010 United States Census

Using real-time tracking to reshape campaign strategy


WEBINAR

The long and short of it

Binet and Field on how campaigns work over time