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Article

Global strategies, campaign updates and trends in mobile, apps and games.

Case Study

Burger King, the fast-food restaurant chain, allowed consumers to create their perfect McWhopper through the Instagram polls feature in Spain.

Article

Global strategies, campaign updates and trends in programmatic advertising.

Article

Global strategies, campaign updates and trends in social media.

Opinion

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Article

FabFitFun, the online subscription service, has used microinfluencers to engage consumers and drive sales.

Article

Explains how loyalty programs remain an important component of the shopping experience and details what marketers need to do to implement them successfully.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Opinion

Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Case Study

Fast-food restaurant McDonald's revived its once-popular tray liners in Brazil by making them the means to interact with an engaging Messenger bot.

Case Study

Fast-food restaurant McDonald's created its own cryptocurrency, which clients could exchange for real products in its Brazil stores.

Case Study

Pirelli, a tyre brand, launched a mobile targeted campaign in Mexico to promote its tyres through geolocation tracking to reach its target audience.

News

Many retail brands make the mistake of getting sucked into a price spiral on Singles’ Day instead of focusing on brand attributes and consumer needs, according to one of China’s leading retail marketers.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Article

Uniqlo capitalised on Singles Day in China by creating an innovative ‘online to offline’ solution which utilised dynamic discounting on their physical stores to supplement online sales.

Case Study

Retailer Big Bazaar leveraged Google's search algorithm to get the most out of search and drive footfall in its stores in India.

Case Study

UNIQLO, the global clothing brand, increased sales and improved customer value during Singles' Day, China's one-day shopping extravaganza on e-commerce giant Alibaba.

Research Paper

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.

News

Mobile location marketing offers significant potential to augment consumer understanding and deliver more relevant advertising but brands need to be careful to be on the right side of the line between convenient and creepy.

Case Study

Anti-allergy medicine Flixonase added an allergen-tracking layer to China’s most popular weather app to drive in-pharmacy sales, by serving location-based ads and discount vouchers.

Case Study

Deodorant brand Rexona used an online campaign in Hong Kong to grow market share and increase deodorant use among young men.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Case Study

OMO, a laundry detergent brand, gained market share in rural Vietnam as a result of its mobile-led promotion.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Article

Outlining the benefits of mobile location marketing and showing how organisations can deliver the mobile moments needed to win, serve, and retain digitally empowered customers that choose to opt-in to location marketing.