WARC Awards for Effectiveness: Path-to-Purchase
The Effectiveness Show 2023
Watch episode two – the Gold and Grand Prix winner announcements here now
Or go back to episode one for the Bronze and Silver winners
Grand Prix
The Self-Love Bouquet
Doordash
GUT, Los Angeles
Doordash
USA
DoorDash created buzz among people and press with its The Self-Love Bouquet: a 12-rose bouquet with a twist.
Social media often shames single people for not having a significant other on Valentine's Day, with 74% of single-shaming conversations came from women.
DoorDash purchased roses from local florists and sold the bouquets in bunches of 11 with one extra Rose™ vibrator that women could use to celebrate themselves on Valentine's Day.
Silver
Shortlist
Making Vietnamese women dance again
Anlene
EssenceMediacom, Ho Chi Minh City / Công ty TNHH Mễ Tân, Ho Chi Minh City
Fonterra
Vietnam
Putting the social in social commerce
Comfort
Mindshare, Shanghai / TFT, Shanghai
Unilever
Mainland China
Act for Good
Carrefour
Publicis Romania, Bucharest / JamSession, Bucharest
Carrefour Group
Romania
The Ferrero Rocher Virtual Boutique
Ferrero Rocher
Leo Burnett, Dubai
Ferrero
UAE
Path-to-Purchase
How brands have used omnichannel strategies to optimise the customer journey across the funnel. This category will reward activity that has driven businesses forward through a successful orchestration of e-commerce, social commerce and physical channels.
2023 Judges
A judging panel of industry experts, chaired by Ross Sergeant, Global Head of Media, Allwyn Entertainment, will be reading the entries.
Consumers’ journeys are becoming increasingly complex with new credible channels and platforms emerging all the time. Regardless of the type of funnel one adopts, understanding the consumers’ path to purchase and synergy between each and every touchpoint is key today. We’re looking for cases where businesses have proven success through successful orchestration of e-commerce, social commerce and physical channels.
