Article
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WARC Best Practice, June 2019
Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.
Article
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Lyle Maltz, WARC Best Practice, March 2017
This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.
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.
Article
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WARC Best Practice, October 2019
Looks at the many different ways to execute premiumisation and how offerings need to pay attention to the details of product, packaging and messaging to satisfy premium consumer expectations.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Lexus, an automotive brand, launched a car ad that used a script created by its AI function to maximise effectiveness of the launch of its new ES model in Australia.
Case Study
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Account Planning Group - (UK), Gold, 2019
Audi, the car manufacturer, remixed its communications by creating more playful ads to increase the desirability of its cars.
Case Study
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Jay Chiat Strategic Excellence Awards, Bronze, Product/Service Creation, 2019
Helzberg Diamonds, a jewellery retailer, increased brand awareness across the US by launching a placeholder engagement ring to take the stress out of choosing a ring for the big event.
Article
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Tony Wright, WARC Exclusive, October 2019
One consumer’s luxury is another’s ordinary: this is the identity crisis the luxury sector finds itself facing – younger consumers in particular have more diverse needs and tastes.
Case Study
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ARF Ogilvy Awards, Bronze, 2019
JennAir, the US premium appliance manufacturer raised sales and reversed declining brand health metrics by changing category expectations and embracing the truth that progress demands defiance.
News
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24 September 2019
E-sports phenomenon, League of Legends, is finding interest from the LVMH-owned maison, which has announced that it will be designing in-game skins and a trophy case for the world champion’s cup, in a sign of e-sports’ continuing ascendancy.
Article
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David Frymann, WARC Exclusive, September 2019
Presents five key trends in luxury, including changing luxury consumer attitudes and the affect this is having on purchase decisions, such as ethical concerns and the move to shopping online.
Article
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Anna Hamill, WARC Category Intelligence, September 2019
Global strategies, campaign updates and trends in luxury.
Article
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Rebecca Robins, WARC Exclusive, September, 2019
Looks at how a luxury brand can hold a global point of view in the hearts and minds of consumers, across the changing dynamics and desires of ever more fluid generations and markets.
News
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12 September 2019
Sephora, the beauty retailer, created significant buzz around its expanding influencer roster by directly involving the followers of these online mavens in the recruitment process.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
Sephora, the beauty retailer, engaged in a novel influencer recruitment strategy that drove participation and helped it identify a diverse range of brand advocates.
Case Study
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Kestrel Lee, WARC Prize for Asian Strategy, Entrant, 2019
Electric vehicle manufacturer ICONIQ used VR art and influencers to generate positive media coverage and gain attention from younger audiences during the Shanghai Auto Show in China.
Case Study
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Lavanya MN, WARC Prize for Asian Strategy, Entrant, 2019
Jeweller Forevermark used a multichannel strategy to build brand trust and position itself as a diamond expert in India.
News
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05 September 2019
Sephora, the beauty retailer, is putting experiences at the heart of its customer loyalty program, in recognition of the fact this approach can foster deep bonds with consumers.
News
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05 September 2019
BMW, the luxury carmaker, is launching a new model in Singapore via a branded store on the Lazada e-commerce platform in what is claimed as a first for an auto brand.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2019
Sephora, the beauty retailer, has put compelling experiences at the heart of its customer loyalty program, which is known as Beauty Insider.
News
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30 August 2019
Luxury brands Coach, Givenchy and Versace recently got themselves in hot water after misreading China’s strict rules about the portrayal of its territories, and now new research has revealed the extent of the consumer backlash.
News
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28 August 2019
John Hardy, the jewellery brand, has generated valuable insights by allowing consumers to buy its products via new payment services.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2019
John Hardy, the jewelry brand, is generating new consumer insights and sales opportunities by tapping into alternative payment solutions.
News
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15 August 2019
Cadillac, the auto marque, has placed the concept of “earnership” at the heart of its marketing efforts, in reflection of both its own storied legacy, as well as broader cultural trends.
Article
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Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019
Cadillac used a campaign around the 2019 Academy Awards to encourage consumers to reappraise its family of sports utility vehicles.
