Advertising best practice, evidence and insights

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.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020

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

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Almosafer: As far as we go

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

Special Delivery: How UPS PR helped the company staff up to handle a crucial holiday season

Case Study • SABRE Awards, Gold, North America, 2020

UPS, a postal service, created a two-month campaign using local hiring events and a national press release to encourage applications for its temporary, seasonal roles in the US.

Pampers: #LoveTheChange changing tables commitment

Case Study • SABRE Awards, Gold, North America, 2020

Pampers, a nappy brand, partnered with influencers and celebrity partner John Legend to promote the need for more changing tables in men's toilets in the US and Canada as part of its mission to celebrate hands-on dads.

Ramadan during COVID-19: Your playbook to the emerging personas during the festive season

Article • ADA, Research on WARC, May 2020

Looks at the different experiences muslims will have during Ramadan this year as they celebrate during the COVID-19 pandemic.

Ten ways Ramadan is different this year: Insights from Indonesia

Opinion • Anish Daryani, May 2020

M&C Saatchi's Anish Daryani outlines how the month of Ramadan has changed this year and offers some key behavioural insights to help brands navigate.

"An unfamiliar prayer": Navigating Ramadan in times of COVID-19

Article • M&CSaatchi, WARC COVID-19 Series, March 2020

Throws light on new consumer behaviour changes during the year's most important marketable festival in Indonesia and how brands can cope with it.

Celebrating Eid with the Muslim community during a pandemic: An interview with Nazirah Ashari

Opinion • Gabey Goh, May 2020

As part of WARC's special series on Marketing in the COVID-19 crisis, Gabey Goh, Asia Editor at WARC, interviews Nazirah Ashari, Strategy Director at TBWA\Kuala Lumpur, to discuss how marketers should be approaching Ramadan and the following Eid celebrations during this pandemic.

Occasion marketing in the age of COVID-19

News • 04 May 2020

The Hershey Co., the candy manufacturer, is adopting a flexible approach as it maps out a strategy for Halloween, a major sales occasion in the annual calendar, but an event surrounded by uncertainty due to COVID-19.

Occasion marketing in the age of COVID-19: Insights from The Hershey Co.

Article • Geoffrey Precourt, WARC COVID-19 Series, 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.

Listerine: Sebarkan Kata Seharum Bunga – Spread Good Words as Fragrant as Flowers

Case Study • Su Ling Chan, Chia Yuin Chow, Calvin Tan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mouthwash brand Listerine achieved its highest Ramadan market share for three years with a campaign that used TV, digital, social media and in-store activity to persuade Malays in Malaysia to spread more positivity during the holy month.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2020

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

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino-Dominguez, WARC Awards, Bronze, Effective Social Strategy, 2020

Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using FB Live to break e-commerce records.

KFC: Embracing the Tunisian Youthfulness

Case Study • Selim Bdioui, WARC Awards, Entrant, Effective Innovation, 2020

KFC, the global fast-food brand, launched in a challenging market in Tunisia by embracing the wants and needs of local young people.

Hsu Fu Chi: Chinese New Year Memory Train

Case Study • Benjamin Condit, Chaojie Miao, Air Luo, Sienna Zhang, WARC Awards, Entrant, Effective Content Strategy, 2020

Hsu Fu Chi, the traditional Chinese candy brand, recaptured the waning Chinese New Year food gifting market by using the nostalgic power of music to gain relevance and drive purchase.

Maxis: Dooit for Family

Case Study • Galen Lau, Ng BeeNee, WARC Awards, Entrant, Effective Social Strategy, 2020

Telecoms network Maxis teamed up with mobile live-streamed trivia game Dooit Live to increase sign-ups in Malaysia.

Hungarian Telekom: An Extraordinary Mother's Day

Case Study • Peter Kormanyos, Karolina Galacz, WARC Awards, Entrant, Effective Social Strategy, 2020

Telco operator Hungarian Telekom created a video-based campaign to communicate the opportunities provided by technology and generate discourse around its Magenta 1 product as a 'digital toolbox' for families in Hungary.

Tata Motors: Ramadan – Celebrating Goodness In Middle East

Case Study • Soumitra Pal, WARC Awards, Entrant, Effective Content Strategy, 2020

Vehicle manufacturer Tata Motors created a digital and on-ground Ramadan campaign to affirm its position as a full-range commercial vehicle player and build brand love in the Middle East.

SBI Life Insurance: Real Life Real Stories

Case Study • Sabiha Khan, Aakash Chatterjee, WARC Awards, Entrant, Effective Content Strategy, 2020

Insurance company SBI Life Insurance used an inspirational digital video series to reach young people in India.

Rice Krispies Treats: Krispie Kitchen

Case Study • Jessica Perrin, WARC Awards, Entrant, Effective Innovation, 2020

Confectionery brand Rice Krispies Treats increased sales during the holiday period in the US with Krispie Kitchen, an immersive, Christmas treat-making experience with Google Assistant.

Audi: e-tron emoji CO2 saver

Case Study • Filipe Da Costa, Mathilda Borne, WARC Awards, Entrant, Effective Social Strategy, 2020

Auto maker Audi harnessed the power of social to raise awareness, and show the world it is deeply evolving and working to reduce its environmental impact.

100Plus: Aktifkan Potensimu (Activate Your Potential) – AME 2019

Case Study • Su Ling Chan, Danesh Asokkumar, Nichelle Ng, WARC Awards, Entrant, Effective Content Strategy, 2020

Isotonic drinks brand 100Plus increased sales and reach among millenials in Malaysia through a collaboration with an upcoming band.

Seasonal & occasion marketing