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.

Ad stories are for life not just for Christmas

News • 11 December 2019

Christmas advertising in the UK sets the bar for what more brands should be doing year-round, according to Kantar: eight out of ten Christmas ads use a story, as opposed to just four in ten that use stories in the rest of the year.

UK Christmas shoppers are mobile-driven

News • 09 December 2019

A minority of consumers in the UK say they have bought goods or services on their mobile device directly from an ad (42%), but this rises to 64% who would purchase something directly from an ad if the product is relevant to them.

Understanding the evolution of Chinese New Year

News • 05 December 2019

Chinese New Year has changed greatly over the 20 years since the government first introduced a holiday period and it continues to evolve in ways that brands need to consider if they are to take advantage of what is now the country’s biggest annual ...

Big event marketing

Opinion • Anna Hamill, December 2019

The eight articles in December’s issue of Admap examine a new era of occasion marketing against a back drop of social, cultural and technological change.

Aligning Chinese New Year with China’s new forces of change

Article • Lin Liu, Admap, December 2019

China is rapidly evolving, and that means brands must rethink well-worn strategies for the country’s biggest holiday, Chinese New Year.

Seasonal micro-moments drive Ramadhan marketing in Indonesia

Article • Anish Daryani, Admap, December 2019

Ramadhan is one of the most important rituals in the Islamic calendar, and consumer behaviour changes to accommodate religious rituals such as iftaar, prayer and fasting.

Designing meaning for the Hajj journey

Article • Tahaab Rais, Admap, December 2019

The Hajj pilgrimage to Mecca in Saudi Arabia is considered a pivotal moment in a Muslim’s life.

Smart approaches to occasion marketing: Admap summary deck

Article • Admap, December, 2019

A summary of smart approaches to occasion marketing from Admap.

The secrets of UK Christmas advertising success

Article • Daren Poole, Admap, December 2019

Christmas is the height of the advertising year in many Western markets.

Getting it right in the Year of the Rat

News • 28 November 2019

The Year of the Pig has seen many luxury Western brands operating in China suffer a backlash after offending Chinese sensitivities on various matters, but there are ways they can avoid this in the coming year, an industry expert suggests.

How luxury brands can avoid mis-stepping during China’s year of the rat

Article • Marc-Olivier Arnold, WARC Exclusive, November 2019

Chinese consumers are becoming more sensitive to mistakes made by Western brands, especially around key holidays.

Why Kevin the Carrot is a great Christmas ad

News • 25 November 2019

Different, emotional, enjoyable, attention-grabbing and able to create love for the brand – these are among the reasons that Aldi’s latest outing for Kevin the Carrot has been judged the UK’s most powerful ad of Christmas 2019.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

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

Quebec Milk Producers: There's milk here

Case Study • Touché!, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Focusing on the Christmas holidays, Quebec Milk Producers implemented an innovative campaign, delivered through all media, to raise awareness and boost sales.

Foodbank Western Australia: Hungry Puffs

Case Study • Hannah Muirhead, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Hunger charity Foodbank Western Australia created a new cereal brand, consisting of an empty box, to raise awareness and funds in the run-up to Christmas in Western Australia.

OMO: Express it, don't text it

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Laundry brand Omo launched a one-day, data-driven digital and social execution to build relevance for a new product variant on Mother's Day in Vietnam.

India’s festive sales: Flipkart wins in smaller cities, Amazon strong on loyalty

News • 19 November 2019

Sales on Flipkart and Amazon during the 15-day October festival period in India fell short of the $5bn analysts had expected, according to RedSeer Consulting, but the e-commerce giants each performed strongly in certain areas.

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

Case Study • Tahaab Rais, WARC Media Awards, Shortlisted, Effective Channel Integration, 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.

Dulux: Brighter Homes, Brighter Kids

Case Study • Daniel Cui, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

International paint brand Dulux took a multichannel approach to persuade parents to decorate more often to promote its Easy Painting Service and boost sales in China.

Uniqlo: Top Gifting Choice

Case Study • Benjamin Condit, Colin Xu, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Clothing brand Uniqlo focused on Chinese New Year as an opportunity to target young consumers and drive sales.

Hsu Fu Chi: Chinese New Year Memory Train

Case Study • Benjamin Condit, Chaojie Miao, Air Luo, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

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.

Smart speakers contribute to Singles Day sales

News • 15 November 2019

Chinese e-commerce giant Alibaba generated sales worth 268.5bn yuan ($38.4bn) during its annual Singles Day global shopping festival, but behind the headline figure comes the news that more than one million orders were placed and paid through voice ...

KFC: Christmas Pocket Store

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2019

KFC, a fast food restaurant brand, launched online pocket stores over Christmas on WeChat to encourage sales across China.

GU: Care Label

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

GU, a fashion brand and UNIQLO's sister brand, increased awareness and sales in China by featuring meaningful messages on its clothing labels to reunite consumers with their families during Chinese New Year.

How a strong Christmas campaign can build brand salience throughout the year

Article • Graham Page

Uncovers which advertisers and approaches were most successful in engaging consumers during the 2018 Christmas period, based on research from Kantar Millward Brown.
Advertising repetition: How it impacts emotions, cognitions and ultimately increases purchase intention

Research Paper • Jennifer L. Burton, Jan Gollins, Linda McNeely and Danielle Wallis

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 • 29 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 • 28 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

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

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.