Seasonal & occasion marketing

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Faith trumps fear this Ramadan: Brands and Indonesian consumer optimism

Article • Anish Daryani, WARC Exclusive, April, 2021

As the holy month of Ramadan approaches, M&C Saatchi’s Anish Daryani says brands must ride the wave of consumer optimism to build strong resonance with the people.

The new face of purpose in MENA

Opinion • Chiara Manco, April 2021

A region with a long history of purposeful work, MENA is witnessing a new push for purpose dictated by the pandemic. WARC’s Chiara Manco explores its challenges and opportunities.

Impulse buying this Ramadan: Shopping shifts in Indonesia and Malaysia

Article • Low Lai Chow, Event Reports, InMobi Gearing up for Ramadan virtual event, March 2021

The holy month of Ramadan will see a dramatic increase in impulse shopping among Indonesians and Malaysians this year, a shift caused by COVID-19 and restrictions on in-store retail purchases.

Kit Kat: KitKat4takjil

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

KitKat, a confectionery brand, inspired people in Indonesia with cooking ideas using KitKat bars to bring a little joy to the otherwise gloomy Ramadan during the COVID-19 pandemic.

HP: Children Belong in the Conversation – HP Empowers Families to Tackle Tough Conversations

Case Study • SABRE Awards, IN2, North America, Public Service: #BlackLivesMatter/Racial Equity, 2021

HP, an information technology company, inserted HP into the back-to-school conversation in the US while showcasing its core values surrounding diversity and inclusion and driving awareness for its series Print, Play & Learn.

Clorox Clears Teachers’ Back-to-School Wish Lists

Case Study • SABRE Awards, IN2, North America, Non-profit/Charity, 2021

Clorox, a brand of cleaning products, financially supported teachers in the US to ensure they had the necessary supplies to teach remotely during the coronavirus pandemic.

Nescafé: A cup from home

Case Study • MMA Smarties, Gold, Indonesia, 2020

Nescafé, a coffee brand, encouraged consumers to enjoy their coffee from home while spending Ramadan under lockdown in Indonesia.

Lifebuoy: Connecting people to spread kindness with Lifebuoy #KuatkanKebaikan

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Lifebuoy Shampoo, a shampoo brand, connected families in Indonesia via SMS and invited them to send surprise videos to their loved ones.

KitKat: KitKat4Takjil Ramadan

Case Study • MMA Smarties, Gold, Indonesia, 2020

KitKat, a confectionary brand, leveraged Instagram and YouTube to drive awareness and interested in KitKat during Ramadan in Indonesia.

Bear Brand: Ramadan 2020

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Bear Brand, a sterilised milk drink, launched a three-phase campaign during Ramadan in Indonesia to support key workers, promote the physical restorative qualities of the product and encourage people to stay at home during lockdown.

Liverpool FC scores international success

Case Study • DMA (UK), Bronze, 2020

Liverpool FC, a football club, increased sales of its own-brand products by releasing a series of targeted campaigns when purchase intent was high.

St Mungo's: 'Dog’s Life'/’It Started’

Case Study • DMA (UK), Silver, 2020

St Mungo’s, a charity to help homeless people, increased donations across the UK during the winter of 2019 through a campaign that showed the appalling treatment the homeless and their dogs face.

Sainsbury's: Collect For Christmas

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, launched a gamified campaign that motivated people to build up their Nectar points and spend them on their big Christmas shop at Sainsbury's.

Vietnamese consumers planning on buying food, drink and fashion for Tết 2021

Data • Rob Clapp, WARC Data Points, January 2021

An overview of planned consumer purchases and purchase journeys in Vietnam for the Tết festival in 2021.

Kantar flags new record for UK grocery sales

News • 05 January 2021

Lockdown restrictions boosted UK grocery sales during December as many people, unable to visit pubs and restaurants, upgraded their spending on products to consume at home.

Mirinda: Sell away your grudges for Tet

Case Study • MMA Smarties, Gold, Vietnam, 2020

Mirinda, a soft drink brand, increased its top-of-mind awareness in Vietnam during the new year festival Tet with its platform Laugh Away the Grudge.

Biti's Hunter: Tet – Bringing Tet Home

Case Study • MMA Smarties, Silver, Vietnam, 2020

Biti's Hunter, a footwear brand, released a film and song during the Vietnamese festival Tet to encourage young people to return home early so the festivities could begin.

Highlands Coffee Vietnam: A branded conversation hi-jacking all youngsters' attention during Tet

Case Study • MMA Smarties, Best in show, Vietnam, 2020

Highlands Coffee Vietnam, a coffeeshop chain, sought to recruit new, young customers with its new Golden Lotus Tea recipe during the festival Tet.

From accountability to incrementality: How can better measurement help businesses grow?

Research Paper • Minh Nguyen, ESOMAR Conference papers, Insights Festival, 2020

Search engine Google redefined the way it measures advertising to focus on incrementality and demonstrated how it can be used to remove the potential biases found in long-accepted methodologies.

Coca-Cola: Extend your Tet table; create more meaningful connections this Tet

Case Study • MMA Smarties, Gold, APAC, 2020

Coca-Cola, a carbonated beverage brand, launched its campaign during the festival Tet in Vietnam to encourage people to extend their Tet table to create merrier, more meaningful connections.

ViettelPay: ‘Make Tết Easy Again” with ViettelPay

Case Study • MMA Smarties, Gold, APAC, 2020

Viettelpay, a mobile payment app, relaunched the brand in Vietnam in the runup to Tết the Lunar New Year, to educate people about its services and promote the app.

ZaloPay: Tet 2020

Case Study • MMA Smarties, Gold, APAC, 2020

ZaloPay, a mobile payment application, raised brand awareness and attracted new customers during the festival Tet in Vietnam.

Marketers brace for changes in consumers’ shopping habits this Christmas

News • 09 December 2020

Big shifts in the way people plan to shop this festive season are leaving UK marketers fearful they are not ready to react and respond.

Tri Indonesia: Ramadhan campaign

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

2020 Innovation Report: Insights from the WARC Awards

Article • WARC Exclusive, December 2020

Analyses the key themes and summarises the winning case studies from the 2020 Effective Innovation category in the WARC Awards, and examines the data.
What we know about seasonal and occasion marketing

Article • WARC Best Practice, January 2020

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.
Creating a sports sponsorship framework: Admap summary deck

Article • Admap Magazine, February 2020

A summary of new thinking and best practice on creating a sports sponsorship framework from Admap.
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.
Occasion marketing in the age of COVID-19: Insights from The Hershey Co.

Article • Geoffrey Precourt, WARC Exclusive, April 2020

The Hershey Co., the candy manufacturer, is responding to the COVID-19 crisis by mapping out its occasion-focused strategy based on various scenarios.
What we know about Super Bowl advertising

Article • WARC Best Practice, June 2020

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.