Article
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WARC Best Practice, October 2019
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, September 2019
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.
Article
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Low Lai Chow, Event Reports, Web in Travel (WiT), October 2019
A summary of research by Phocuswright and Sojern into the role of mobile and social media on travel booking behaviour.
Case Study
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Case Studies on WARC, 2019
Aldi, the budget supermarket, grew its penetration in the face of resurgent price cutting from its competitors in the UK.
Case Study
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WARC Media Awards, Shortlisted, Best Use of Data, 2019
Children's Panadol created a custom algorithm to drive sales and deliver outstanding results in Australia.
Case Study
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Luke Brown, Angela Smith, WARC Media Awards, Silver, Best Use of Data, 2019
Tourism board Tourism Central Coast created an integrated campaign driven by data-insights, to change traveller perceptions of the Central Coast, in New South Wales, Australia.
Case Study
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WARC Media Awards, Entrant, Effective Channel Integration, 2019
Food brand Hellmann's launched a multi-media mission to defend market share while spreading awareness of how much food is wasted in Canada.
Case Study
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IPG Mediabrands, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Financial services brand Mastercard created a gastronomy-based promotion to increase transactions and raise awareness of its offer in Colombia.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.
Case Study
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MMA Smarties, Gold, X (Global), 2019
P/S, a toothpaste brand, created a 21-day tooth-brushing campaign for children in Vietnam, which used artificial intelligence and augmented reality to encourage them to change their toothbrushing habits.
Case Study
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MMA Smarties, Silver, X (Global), 2019
P/S, a toothpaste brand, launched a partnership with a child-safe social media platform to deliver content that effectively educated Vietnamese children about brushing their teeth and increased brand awareness.
Article
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Mike Wells, WARC Exclusive, November 2019
In a digitised world, smart use of data can provide useful insight into how customer journeys can be optimised.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Biti's Kids, a footwear brand, designed a smart shoe and paired smartphone app that allowed Vietnamese parents to monitor how much physical exercise their kids were doing, as part of their education.
Case Study
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MMA Smarties, Silver, North America, 2019
Cereal brand Honey Nut Cheerios created an Amazon Prime giveaway to make it the top recommendation on Alexa and secure its voice commerce future.
Case Study
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MMA Smarties, Gold, North America, 2019
Luxury car brand BMW created a cross-mobile integrated media campaign to appeal to elite and aspirational buyers for the launch of its 8 Series marque in Canada and the US.
Case Study
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MMA Smarties, Silver, North America, 2019
Hellmann’s mayonnaise used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.
Article
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Julia Ayling, WARC Exclusive, October 2019
Mindshare’s study surveyed 1000 shoppers to analyse a range of different food shopping scenarios to better understand consumer motivations and purchase behaviours.
Case Study
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MMA Smarties, Finalist, EMEA, 2019
Knorr, a food and beverage brand, developed mobile photo recognition software that provided healthy alternatives to each fast-food picture uploaded, thus successfully increasing brand awareness across South Africa.
News
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28 October 2019
Many brands are failing to monetise at the shelf, with a poor shopper marketing strategy - the success of shopper marketing lies in creating an integrated idea with a clear, memorable engagement mechanic that is, at its heart, linked to purchase.
News
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25 October 2019
Pre-testing animatic television spots that have not yet finished the production process can be as useful as testing the final ad if the correct methodology is employed, a study in the Journal of Advertising Research (JAR) has argued.
Article
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Ksenia Khalina and Amy Brown, WARC Exclusive, October 2019
Explores five of the most important barriers that marketers face when connecting with today’s shoppers and provides advice on how to cut through.
Case Study
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SABRE Awards, LATAM, Geographic, Gold , 2019
The League Against Cancer, an institution that promotes the prevention of cancer, encouraged men in Peru to get checked for penile, prostate and testicular cancer by launching a campaign on Instagram that manipulated its famous love heart reaction.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Virgin Atlantic, an airline brand, increased sales globally by encouraging customers and staff to wear a wire while on board, which tracked consumers' reactions to the experience and allowed Virgin to transform its services based on the results.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Samaritans, a charity, Network Rail, a railway company, and The British Transport Police, a force that polices the railway, helped reduce the number of suicides committed on British railways by enlisting the public to intervene.
