The worst of times, the best of times

The effect of the COVID-19 pandemic on people, brands and business could be seismic and long-lasting; some outcomes will certainly be category-specific, but they will also depend on how individual brands respond.
  • Campaigns for premium brands outperform those of non-premium brands in generating large business effects.
  • In recessions, a more balanced approach is needed, with premium brands becoming more likely to focus on market share and volume to grow their market positions and maintain mass sales.
  • Growing penetration is the #1 marketing objective and effect for successful premium brands achieving large business effects.
  • Successful premium brands clearly define a target audience that has needs that these premium brands can satisfy.
  • 64% of premium brand campaigns support new product launches during a recession; significantly.
  • Emotional campaigns are far more effective than persuasion or...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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