Household & Domestic

Marketing in the household sector

Articles and cases by category:
Cleaners, detergents

Laura Ryan and Alex McIntosh, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.

Sunando Das and Alex Johnson, ARF Experiential Learning, Re:think, March 2015

This paper describes a new way to passively measure household electricity usage patterns.

Vicki Draper, ARF Experiential Learning, Re:think, March 2015

This paper explains how AOL, the mass media corporation, created a four phase research methodology to understand the needs of the people who consumed its online content, and improve its content strategy.

Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report demonstrates how Office Depot has utilised augmented reality to differentiate itself during the back-to-school season, an intensely competitive period on the retail calendar.

Urey Ohnoha, ANA Magazine, The Best of the Best, 2014

This article explains how Duracell, the battery brand, showed Americans how its products have helped a National Football League (NFL) player work with his disability.

ARF Ogilvy Awards, Gold, Household, 2015

This case study explains how Unilever uncovered a global truth to connect with mothers and promote its various washing detergent brands.

Kendall Goodrich, Shu Z. Schiller and Dennis Galletta, Journal of Advertising Research, Vol. 55, No. 1, 2015
Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners.

Euromonitor Profiles, February 2015
This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers. Included is a strategic evaluation with key facts about the Swiss company, competitive positioning against comparative brands, and assessment of its position in the pet care market.

Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study demonstrates how Mr.



Household & Domestic

Warc's pick of the most effective household case studies


Tontine: The first pillow with a 'best-before-date'

Using a simple product innovation to generate sales


Household & Domestic

Data and analysis on the sector's major companies


Household Appliances

Gale's global overview of the household industry


Febreze: Breathe Happy

How Febreze carved out a distinct position for its products