Seasonal & occasion marketing

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What we know about seasonal and occasion marketing

Article • WARC Best Practice, January 2019

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.

Reckitt Benckiser: Protect Like A Mother

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

Lysol, a cleaning products and sanitiser brand, increased sales of its products globally by launching an emotional campaign that showed the only protection stronger than Lysol is the protection from a mother.

Apple: Three Minutes

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

Apple, a technology company, created an emotional connection with consumers in China by launching a film surrounding Chinese New Year, shot entirely on an iPhone.

The Times Of India: Sindoor Khela – #Noconditionsapply

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

The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.

Babyshop: Al Umobuwah – Putting "Mum" Into "Parenthood"

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

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

Cadbury Heroes Advent Calendar

Case Study • Design Business Association, Silver, 2019

Cadbury, a confectionary brand, designed a digital advent calendar to accompany its physical Heroes calendar to reach its wide target audience and increase sales in the UK.

Smirnoff Red White and Blue

Case Study • Design Business Association, Silver, 2019

Smirnoff, an alcoholic drinks brand, launched a limited-edition Red White and Berry bottle that used the colours of the American flag to promote among US consumers during Labour Day and 4th July.

KFC: Kentucky Flying Objects

Case Study • Case Studies on WARC, 2019

Fast-food chain KFC ran a limited-edition promotional campaign to boost brand awareness and drive in-store footfall in India.

Iceland Foods Ltd: The Christmas advert that never was

Case Study • SABRE Awards, EMEA, Cause-Related Marketing, Gold, 2019

Iceland, the frozen foods supermarket, ran an integrated media campaign to communicate its ban on palm oil and to show its Christmas TV ad, which had been banned from TV.

The Institution of Engineering and Technology: The Sound of Engineering

Case Study • SABRE Awards, EMEA, Educational & Cultural Institutions, Gold, 2019

The Institution of Engineering and Technology, one of the world’s largest engineering institutions, created a music video engineered entirely by children to encourage more of them into science, technology, engineering and mathematics (STEM) subjects in the UK.

Canada’s WestJet video storytelling travels all over the world with “PR stunts”

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

WestJet, the air carrier, has used “PR stunts” as an effective means of driving several core brand metrics, from consumer engagement to ticket sales.

Huawei: End Battery Strife: Recharge Your Mates

Case Study • SABRE Awards, EMEA, Technology: Hardware, Gold, 2019

Mobile phone brand Huawei, produced an online video starring actors Thomas Turgoose and Stephen Graham to raise awareness of its Mate 20 Pro’s battery charging feature and boost sales in the run-up to Christmas in the UK.

Green Giant Sparks National Debate by Naming Broccoli as America’s Favorite Vegetable

Case Study • SABRE Awards, North America, Food, Gold, 2019

Green Giant, a brand of frozen and canned vegetables, increased awareness of its brand’s product range in the US by revealing the results of a survey into the nation’s favourite vegetable through a news-style press release.

Uber Eats: Anti-Aging Ice Cream

Case Study • Mukund Kabra, Rumman Rizvi, WARC Awards, Entrant, Effective Content Strategy, 2019

Food delivery service Uber Eats used an April Fool's prank to attract attention to its service in India.

Otrivin: Near at hand

Case Study • Dmitry Anureev, WARC Awards, Entrant, Effective Content Strategy, 2019

Nasal spray brand Otrivin used a mix of traditional and digital media to increase spontaneous awareness of the brand in Russia.

Nescafé: University Pride

Case Study • Naila Fattouh, WARC Awards, Gold, Effective Content Strategy, 2019

Coffee brand Nescafé used TV, digital, outdoor and on-pack design to promote its single-serve Nescafé 3-in-1, following currency devaluation in Egypt.

Audi Spain: Ever After

Case Study • Patricia Miret, Patricia Urgoiti, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Audi, the international automobile manufacturer, improved brand perception and sales among consumers by breaking stereotypes and reinforcing a message of equality in a historically male-dominated industry.

EGBank: The Chronicles of Oufa and Mint

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Banking brand EGBank established its own startup incubator to grow its affinity with young people in Egypt and get them to open accounts.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

Babyshop: Al Umobuwah – Putting 'Mum' into 'Parenthood'

Case Study • Tahaab Rais, WARC Awards, Grand Prix and Smart Spender Award, Effective Use of Brand Purpose, 2019

Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.

O2 Slovakia: The Forgotten Day of Freedom

Case Study • Martin Woska, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

O2, the telecommunications company, marked the anniversary of the Velvet Revolution in Slovakia and the Czech Republic to improve brand perceptions.

Emirates NBD: The Locals' UAE Bank

Case Study • Tahaab Rais, Tala Arakji, WARC Awards, Entrant, Effective Social Strategy, 2019

Bank Emirates NBD used Snapchat to appeal to locals in the United Arab Emirates and grow its business.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

Baby Mild: My Beloved Monster

Case Study • Sawanya Pattananarak, WARC Awards, Entrant, Effective Social Strategy, 2019

Babi Mild, the mother and baby care brand, showed Thai mums it cared by addressing unfair criticisms of mums' child-rearing methods, using an online campaign that successfully encouraged tolerance and understanding.

Advertising repetition: How it impacts emotions, cognitions and ultimately increases purchase intention

Research Paper • Jennifer L. Burton, Jan Gollins, Linda McNeely and Danielle Wallis, Admap Magazine, March 2019

Examines the link between advertising repetition and consumers’ purchase intentions, calling into question current advertising practices that suggest that anything more than 10 exposures is excessive.
What we know about seasonal and occasion marketing

Article • WARC Best Practice, January 2019

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.
What we know about Super Bowl advertising

Article • WARC Best Practice, January 2019

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
Mars Wrigley finds new insights for marketing on big occasions

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.
Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
Global Ad Trends: OOH in focus

Article • James McDonald, WARC Data, February 2018
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
- Successful brands allocate 13% of their media budgets to OOH.
- Out of home CPM is routinely lower than the all media average.
- Out of home accounts for 8% of global display adspend.
- Digital's share of global out of home adspend is expected to rise to 45% by 2021.
- A blended schedule can achieve the benefits of digital impacts with affordable reach.
- Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.