Advertising best practice, evidence and insights

What we know about qualitative theories & methods

Article • WARC Best Practice, April 2019

The most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Bud Light: Dilly Dilly

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Bud Light, the beer owned by Anheuser-Busch InBev, increased consideration and positive sentiment surrounding the brand in the US by launching a set of humorous medieval ads.

Marmite: Gene Project

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.

Google Cloud: Know What Your Data Knows

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Google Cloud, a tech service, used the NCAA basketball tournament to display the value the brand offers to IT decision makers in Fortune 500 companies in the US.

Stayfree: Project Free Period

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

Ford Motor Company: Safe Cap

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Ford, the American motor company, reconnected its Ford Trucks brand with its audience in Brazil by creating a wearable accessory that let truck drivers know when to take a rest.

Bodyform/Libresse: Bloodnormal

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.

KASIKORNBANK: Friendshit

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Kbank, a bank, entered Thailand's popular culture with its online film, which also increased its mobile banking users from 5.6 million to 9 million.

New Zealand Lotteries: Lotto Imagine

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lotto New Zealand, a Crown entity that operates nationwide lotteries in New Zealand, increased annual sales with an ad that featured two friends who split the winnings of a Powerball lottery.

Argos: 80 Days Of Argos – How Argos Owned 'Today'

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Argos, the retailer, used a series of short video ads to promote its same-day delivery service in the UK.

Coca-Cola Brazil: This Coke Is A Fanta

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

Coca-Cola, the carbonated beverage brand, challenged homophobic attitudes in Brazil by releasing limited edition cans that put a twist on a traditional homophobic slur.

Nissan Saudi Arabia: #Shedrives

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

IBM: Cognitive Couture

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

IBM, a computer hardware company, established Watson as the leading AI for business in Australia, India and China by creating cultural capital in its support of fashion in these regions.

Velocity Frequent Flyer: The Billion Point Giveaway

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.

Off The Street Club: Hope Is Tougher

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Off The Street Club (OTSC), a non-profit children's organization, increased its funding in the US using an emotional campaign featuring real children.

Autistica Website Redevelopment

Case Study • Design Business Association, Silver, 2019

Autistica, a charity for the research of autism, reached its wide audience in the UK by designing its site in a way that equally appeals to people with autism.

British National Formulary (BNF) App Design

Case Study • Design Business Association, Silver, 2019

The British National Formulary, a British pharmaceutical reference book, launched an app version of its book, with design inspiration coming from its original print copy, to reach healthcare professionals in the UK.

EE Showcase Store Design

Case Study • Design Business Association, Silver, 2019

EE, a telecommunications brand, rebranded its traditional store layout to increase customer involvement and attract store footfall.

Paxman Scalp Cooling System

Case Study • Design Business Association, Silver, 2019

Paxman Coolers, a scalp cooling technology brand, changed its approach to promote the brand across the US by redesigning its website and communications.

Covestro: New Brand

Case Study • Design Business Association, Bronze, 2019

Covestro, an adhesive manufacturing company, was launched as a new company by Bayer with a newly designed visual identity to encourage profit in Germany.

Barwood Capital Identity

Case Study • Design Business Association, Bronze, 2019

Barwood Capital, a real estate investment firm, attracted new investors in the UK by launching a visual brand identity that reflected how it helps enhance your life through its logo and visual language.

Anglian Water’s First Water Funfair

Case Study • Design Business Association, Gold, 2019

Anglian Water, a water company, increased engagement in the UK by designing a funfair-themed consultation event that inspired families to engage with Anglian Water.

Harvey's Rebrand

Case Study • Design Business Association, Bronze, 2019

Harvey’s Brewery, a brewery, revitalised its brand for a younger audience while retaining its identity among existing consumers in the UK.

Lloyds Bank Manchester

Case Study • Design Business Association, Bronze, 2019

Lloyds Bank, a banking brand, reformulated its branch strategy in Manchester by launching a new flagship store with an innovative customer experience to increase store visits in the UK.

Oui by Yoplait

Case Study • Design Business Association, Silver, 2019

Yoplait, a yoghurt company, modernised its Oui brand by highlighting its connection with France through a redesign of its packaging in the US.

Qualitative research