Encouraging Trial

Driving user trial of brands

Encouraging Trial


Case Study

Lidl: Dill
Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how German discount store Lidl improved brand consideration in Sweden where it was perceived as low quality because of its low prices.


Sean O'Farrell, Admap, May 2015

This article outlines key technologies and examples of proximity marketing, and provides some ideas to help marketers get started.


Jay Leon, Brian Katz and Bill Harvey, ARF Experiential Learning, Re:think, March 2015

This paper argues that TV advertising should take a 'continuous' rather than 'flighted' approach, to build synergy between between ads and sales promotions and in turn increase ROI.


Nielsen, February 2015

This report focuses on how companies around the world, and especially in the US, can make their trade promotions more effective.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study demonstrates how a fresh design allowed Vivid, a brand of matcha green tea, to successfully enter the highly competitive market of grab and go health-focused drinks in the UK.


Tim Eales, Admap, February 2015

This article argues that FMCG manufacturers and grocery retailers need to review their approach to promotions to tackle declining volume sales, putting transparency at the centre of pricing.


Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2014

This case study explains how Kellogg's Rice Krispies Squares (RKS) capitalised on Halloween celebrations in Ireland by creating a memorable brand experience that would engage its target market of 16 to 24-year-old "Kidults".


Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report shows how Samsung, the electronics manufacturer, cut through the marketing noise surrounding Black Friday using market research.


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report shows how The Cosmopolitan Hotel of Las Vegas and United Airlines created a new media channel to connect with flyers travelling to the city.

WARC RECOMMENDS


WARC BRIEFING

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CASE STUDY

Andrex Washlets

Encouraging trial by tackling a taboo subject


ARTICLE FOCUS

Activation response management

A better way of measuring promotions


CASE STUDY

Mountain Dew: Skate Pinball

Capturing attention with event marketing