Short-term Impact

Marketing that works over the short term

Short-term Impact


Phil Springall and Sotiris Migkos, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Kärcher, the German cleaning equipment manufacturer, changed consumer perceptions of its business to successfully launch a new cleaning tool, which allowed it to follow-up with more products in the range.


Matt Buttrick, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study demonstrates how the British Heart Foundation (BHF) charity combined a well-known celebrity, catchy song and easy-to-remember formula to increase the likelihood of the British public trying cardiopulmonary resuscitation (CPR) in the event of a cardiac arrest.


Vina Henson and Fiona Ella Sandoval, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how PowerPacq, an energy drink brand, used celebrity endorsement to launch a new variant in the Philippines.


Naofumi Akamine, Oscar Takahashi, Maryoli Alcala, Alfonso Carranza, Julio Ortega, Joe Gusukuma and Ider Cifuentes, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Toyota, the car company, introduced a subsidiary model in Peru, filling a gap within the SUV class within its brand portfolio.


Liam Brown, Jonathan Daly and Laura Davis, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how the Heart and Stroke Foundation of Canada encouraged people to take early action to ensure their final years of life are healthy ones.


Ben Essen and Farhann Cachra, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how Mini, the car manufacturer, attracted new customers by focussing on existing customers and their love for the brand in the UK.


Paul Handley, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how QualitySolicitors, a network of solicitors in the UK, took a new approach to the category to build trust, by making the brand feel more personable and approachable.


Cat Wiles, Craig Mawdsley, Rebecca Harper, Imogen Peck, Anna Hancock, Mark Given, Charlotte Wells and David Wilding, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study explains how Sainsbury's, the UK supermarket, delivered its best ever Christmas results in 2013 with a content marketing strategy.


Rob Ward, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.

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