Encouraging Trial

Information and insights on driving user trial of brands

Encouraging Trial


Juan Andrés Tello, Gerard Loosschilder and Leonardo Solano, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses the application of behavioural economics to branded product promotions in Latin America, with a view to understanding consumer choices and a more efficient allocation of marketing budgets. The available body of knowledge on promotion effectiveness is often incomplete, disaggregate, and sometimes anecdotal.

Steve Barton, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how COLLECTION, a UK cosmetics brand, created a new line of cosmetics with a British girl band, Little Mix, in order to attract younger people to the brand. The target group for this campaign was girls aged 7-16, which had a strong overlap with the band's following, many of whom followed them through social media.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Coca-Cola, the beverage giant, used the International Day of Happiness in 2013 to engage with students in the United Arab Emirates. The company sought to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious by building 'The Laughter Machine', a vending machine that replaced money with the sound of laughter, and placed it in two key universities in the UAE.

Esmeralda Crespo-Almendros and Salvador Del Barrio-García, Journal of Advertising Research, Vol. 54, No. 1, 2014
The present study investigates whether different online sales promotion types influence Internet-user recall quality and help create brand awareness. The work also analyzes whether the quality of recall depends on whether or not the Internet-user clicks on the promotional banner.

Walt Barron and Swapnil Patel, Warc Prize for Social Strategy, Gold and Special Award for Social Business, 2014
This case study demonstrates how Mizuno, a running shoe brand in the US, with a limited media budget, set out to convince runners to give their running shoes a chance. This category experiences high brand loyalty, making it difficult to increase market share.

Tim Eales, Market Leader, Quarter 1, 2014
This article discusses the decline in effectiveness of price promotions in the FMCG sector, and what manufacturers and retailers can do about it. In Europe, the proportion of products sold on promotion has increased, whilst overall volume of FMCG goods has slightly declined.

Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2013
This case study describes a campaign by Come a casa, the Belgian ready meal brand, which targeted families with children with a new product. The ready meals market in Belgium is dominated by private label brands and so in this campaign the company differentiated itself with the launch of a whole grain lasagne product.

Iryna Pentina and David G. Taylor, The Journal of Interactive Advertising, Vol. 13, Issue 2 2013
Daily-deal sites such as Groupon and Living Social have seen explosive growth over the past few years, but many firms are struggling to craft effective messages that will appeal to consumers' deal-seeking motivations. This study examines the cognitive process by which consumers interpret offers, specifically the interaction between regulatory focus and message framing.

Hsiu-Yuan Tsao, Leyland Pitt and Colin Campbell, International Journal of Market Research, Vol. 56, No. 1, 2014
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data. While at the individual level, sample size and sequence length are limiting factors, at the aggregate level, heterogeneity with respect to purchase sequences may assist in interpreting results.

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