Seasonal & occasion marketing

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IKEA: Bursting the Christmas Bauble (AKA The first Christmas campaign for IKEA)

Case Study • APG (UK), Bronze, 2021

IKEA, a furniture brand, launched a Christmas campaign in the UK to increase total sales during the festive period and defy the inner voices of home shame, so that any home can play host.

O2: The ultimate test of character - How strategy shaped a robot who could do it all

Case Study • APG (UK), Silver, 2021

O2, a telecommunications services provider, devised a creative strategy to make the brand seen again at a time when its service had never been more vital to our lives.

Amazon: The Planning Must Go On

Case Study • APG (UK), Entrant, 2021

Amazon, a multinational conglomerate, launched a global holiday campaign to show everyone that despite the pandemic, Christmas wouldn't be cancelled.

Planning each step of the funnel: How India’s brands can lead festive shopping

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021 Summit, October 2021

COVID-19 has impacted the consumer outlook for brands and panelists at InMobi’s Building Resilient Brands: India Festive Season 2021 Summit list the key strategies that marketers should focus on during this festive season to drive consumer spend.

John Lewis & Partners: A decade of learning lessons about planning

Case Study • APG (UK), Gold, 2021

John Lewis, a department store brand, launched a paper in the UK to demonstrate the key to success from the campaigns they launched over the last decade.

From dusty liqueur to vibrant treat: How shifting categories transformed Baileys’ global fortunes and guaranteed its future

Case Study • APG (UK), Bronze, 2021

Baileys, a liqueur brand, launched a paper to demonstrate its long-term creative strategy to increase relevance and perceptions of the brand's versatility.

Necessity is the mother of invention. How COVID gave Tesco a creative springboard

Case Study • APG (UK), Entrant, 2021

Tesco, a supermarket brand, launched a campaign in the UK to provide emotional support to consumers through a hyper-relevant approach.

FairPrice Supermarket: Make a Fresh Start

Case Study • APG (UK), Entrant, 2021

FairPrice, Singapore's national grocer, launched a campaign in Singapore during the circuit breaker to increase market share and volume of sales.

Digital readiness and personalisation: How to reach India’s festive shopper

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021, September2021

To win Indian consumers this festive season, panelists at InMobi’s Building Resilient Brands: India Festive Season 2021 Summit note the importance of digital readiness in a post-pandemic world.

India’s festive season 2021: Winning strategies for brands

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021, September2021

India has one of the longest festive seasons in the world and consumer confidence is at an all-time high as the country emerges from COVID-19, with shoppers planning to spend more during this year’s festive period.

A festival to remember: How India will celebrate this year

Opinion • Dheeraj Sinha, September 2021

Ahead of the festive season in India, Leo Burnett’s Dheeraj Sinha looks at the seven ways that brands and startups, marketers and consumers are expected to celebrate it.

Grab Indonesia: Siap antar Ramadan

Case Study • YouTube Works for Brands, Indonesia, Best Collaboration: Brand & YouTube Creators, 2021

Grab, a transport company, increased sales and favourability in Indonesia by launching a sing-along musical on YouTube during Ramadan when celebrations had been cancelled due to COVID-19 lockdowns.

Mondelez: Not just a Cadbury ad

Case Study • YouTube Works for Brands, India, Grand Prix, 2021

Cadbury's Celebrations, a chocolate brand, used a localised campaign to help small businesses in India recover from the Covid-19 pandemic.

Back with a bang: How India will be celebrating this festive season

Opinion • Grashima Sahni, September 2021

As India slowly recovers from the pandemic, Carat Media’s Grashima Sahni looks at how brands are preparing for the upcoming festive season and what they can do to win it.

Cadbury Celebrations: Not just a Cadbury ad

Case Study • Ganapathy Balagopalan, Prasidh Dalvi, Bhakti Malik, WARC Awards for Asian Strategy, Shortlisted, 2021

Confectionery brand Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.

Campbell’s: Dinner Insurance

Case Study • Jay Chiat Awards, Honourable Mention, Regional Strategy, 2021

Campbell's, a processed food and snack brand, alleviated the pressure on Thanksgiving hosts in the US with its Dinner Insurance campaign.

Tesco: Christmas 2020 – I'm a Celebrity, get me to Tescoooo!

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Tesco, a supermarket brand, partnered with the TV show I'm a Celebrity Get Me Out Of Here as part of its 2020 Christmas campaign.

Tesco: How celebrating the nation's naughtiness helped Tesco win a covid Christmas

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Tesco, a supermarket brand, focused on providing the nation with light relief during the COVID-19 pandemic with its 2020 Christmas campaign in the UK.

Little Caesars: Big pizza

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Little Caesar's, a pizza brand, launched the Big Pizza campaign in the US to drive sales and increase brand awareness.

Molson Coors: Make it Canadian

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Molson Coors, a beer brand, launched a campaign in Canada with the goals of bringing collective pride back to the beer loving nation and stealing market share away from Budweiser.

Red Wing Shoes: Labor Day on

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Red Wing Shoes, a footwear company, launched the #LaborDayOn initiative in the US to help unemployed Americans find work.

Campbell's: Dinner insurance

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

Campbell's, the soup brand, supported nervous first-time Thanksgiving cooks during COVID with its Dinner Insurance campaign in the US.

Nescafé: Procrastination

Case Study • WARC Prize for MENA Strategy, Entrant, 2021

For the third year running, beverage brand Nescafe targeted university students in Egypt with an appealing multi-channel campaign to grow sales and take back share from its main local competitor.

Home Centre: A Dad's Job

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Home Centre, a home furnishing brand, celebrated Father's Day in the UAE by highlighting the role that single mothers play in their children's lives.

STC Pay: The Contactless Eidiya

Case Study • Dana Alkutoubi, Dalal Kareem, WARC Prize for MENA Strategy, Entrant, 2021

Saudi Telecom Company promoted the contactless benefits of its stc pay fintech app to boost take-up while preserving an important tradition in KSA.

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, May 2021

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.
Sustainability, Veganuary and more: new trends in plant-based foods

Article • Danielle Jackson, WARC Exclusive, March, 2021

With sustainability and health now major consumer food trends, more shoppers are buying plant-based foods as part of a ‘flexitarian’ or vegan diet.
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.
A new framework for adapting effective brand-building strategies for social-first marketing

Article • Gaetano Squillante, WARC Best Practice, September 2021

We Are Social Singapore’s Gaetano Squillante introduces a new framework for building great social campaigns with brand building at their heart.