Article
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WARC Best Practice, December 2018
Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.
Article
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WARC Best Practice, December 2018
This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.
Article
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Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017
This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.
News
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13 August 2019
As much as technical innovation, the application of behavioural science has been central to the success of the FANGs (Facebook, Amazon, Netflix and Google), an industry figure maintains, as they minimise cognitive load through constant testing of ...
Article
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Richard Chataway, WARC Best Practice, August 2019
Explores how the major digital companies are able to leverage their knowledge of consumer behaviour by continually experimenting towards better user experiences – and how any enterprise can use similar experimentation to learn.
Case Study
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Cannes Creative Lions, Gold, Creative Strategy Lion, 2019
Ruavieja, an alcoholic digestive liquor from Pernod Ricard, created a tool that predicted how much time people had left together in an emotional film to encourage brand recognition and awareness in Spain.
Case Study
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SABRE Awards, South Asia, Integrated Marketing, 2019
Horlicks, a malted milk drink brand, raised awareness of the issue of student suicides across India during exam season by launching PR and films that showed mothers the importance of mental nutrition, as well as physical.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Graubünden Tourism, a tourism information centre in Switzerland, used a PR stunt to raise interest for Berg'n and increase tourism to the area.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
The Tennessee Department of Tourist Development, a state agency, installed Colorblind Viewers in its parks to help people see fall colors for the first time, generating more than 662 million earned impressions.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Tesco, the supermarket chain, incentivised its shoppers in Malaysia to reuse their bags by giving them money off their shop when they did.
Research Paper
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Saravana Jaikumar, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 232-241
In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2019
The Truth Project, a part of the Independent Inquiry into Child Sexual Abuse, offered Child Sexual Abuse (CSA) survivors in the UK the chance to be heard to help keep children safe in the future.
Case Study
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Design Business Association, Silver, 2019
Dairy Crest, a dairy products brand, demonstrated the natural origins of its Clover butter by redesigning its packaging to feature a cartoon nature setting to attract UK customers.
Research Paper
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Paul Janssen, Robin De Rooij and Hyunwook Cho, ESOMAR, Asia Pacific, 2019
E-commerce has grown exponentially over the last decade but selling online is different from selling offline and tactics need to be adjusted to be successful – so a study looked at how improved product text and visuals can overcome two major challenges of selling online.
Case Study
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SABRE Awards, EMEA, Best in Show, Platinum, 2019
Pharmaceutical brand MSD Romania created a multi-platform educational campaign to raise awareness of cervical cancer and boost HPV vaccination rates in the country.
Case Study
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SABRE Awards, EMEA, Multi-Country Programme, Gold, 2019
Supermarket brand Coop created a ‘perfume’ that smelled like sour milk to raise awareness of food waste and reinforce its sustainability brand credentials in Sweden.
Case Study
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SABRE Awards, EMEA, Turkey, Gold, 2019
Household appliances manufacturer Arçelik created mobile apps to reduce the use of gender discriminatory words or phrases to mark International Women’s Day in Turkey.
Case Study
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SABRE Awards, EMEA, Influencer Marketing, Gold, 2019
Banking brand Lloyd’s Bank and its charity partner Mental Health UK, used influencers to spearhead a social media campaign to tackle the taboo of talking about mental health in the UK.
Case Study
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SABRE Awards, Africa & EMEA, Integrated Marketing, Gold, 2019
The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.
Case Study
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SABRE Awards, Africa, Employee Communications, Gold, 2019
Telkom, a telecommunications company, encouraged its employees in South Africa to interact with its fraud team and better understand its anti-fraud policies by creating a game show involving the employees themselves.
Case Study
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SABRE Awards, Africa, Eastern Africa, Gold, 2019
Nestlé, a multinational food and drink company, launched a mobile bus tour that showed the people of Mauritius the importance of a healthy, balanced breakfast.
Case Study
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SABRE Awards, North America, Chemicals & Industrials, Gold, 2019
The Alliance to End Plastic Waste, an initiative dedicated to ending world plastic waste, promoted its cause globally by launching a broadcast and anthem video to explain its mission.
Case Study
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SABRE Awards, North America, Retailers, Gold, 2019
Patagonia and Levi Strauss & Co, two clothing brands, launched a campaign across social media and print ads in the New York Times that encouraged US citizens to vote by enlisting the support of CEOs.
Case Study
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SABRE Awards, North America, Public Education, Gold, 2019
UL Firefighter Safety Research Institute (FSRI) created authentic content to spread awareness of the importance of closed doors in house fires to its US audience.
