Article
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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.
News
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12 March 2020
Brands often make the mistake of creating a single message that they simply flip from subdued to celebratory between Ramadan and the Eid al-Fitr festive periods, according to digital agency ADA.
News
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10 March 2020
A new report from TrafficGuard has found that total e-commerce web traffic doesn’t increase over the Islamic holy month of Ramadan, but instead, is significantly loaded to the earlier weeks.
Case Study
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Case Studies on WARC, 2018
French telco Bouygues Telecom stood out among bigger competitors at Christmas through an emotional campaign showing the role of technology in bringing people together.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
News
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14 February 2020
Valentine’s Day retains an allure for British consumers who spent £335m on Valentine-related items last year, including £30m on boxed chocolates, £32m on greetings cards and £21m on roses.
Case Study
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SABRE Awards, IN2, North America, Best Use of Integrated Social Media, 2020
Online restaurant reservation provider OpenTable, used a social media strategy to encourage diners in the US, Canada and Australia to get into #DiningMode on Mother's Day; putting their phones aside and giving their mums the gift of uninterrupted conversation.
Case Study
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SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2020
American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.
Case Study
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SABRE Awards, IN2, North America, Best in Brand Narratives, 2020
Confectionery brand Skittles created a Broadway musical instead of a TV ad to boost its Super Bowl presence and sales in the US.
Case Study
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SABRE Awards, IN2, North America, Consumer, 2020
Reese's Peanut Butter Cups, an American confectionery brand, increased sales during the Halloween season by creating a vending machine for consumers to trade in their unwanted candy for its peanut butter cups.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Pepsi created a highly-customised video campaign at scale during Chinese New Year in 2019 called 'Exclusive Imprint', in which each consumer received a different compilation reflecting their life in moving pictures.
News
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17 December 2019
Following the growth of re-sale specific sites and brands’ interest in driving more value from products, new research from Deloitte indicates that over a quarter of all consumers plan to give a resale item this season, with younger consumers ...
News
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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.
News
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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.
News
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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 ...
Article
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Daren Poole, Admap, December 2019
Christmas is the height of the advertising year in many Western markets.
Article
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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.
Article
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Admap, December, 2019
A summary of smart approaches to occasion marketing from Admap.
Opinion
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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.
Article
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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.
Article
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Tahaab Rais, Admap, December 2019
The Hajj pilgrimage to Mecca in Saudi Arabia is considered a pivotal moment in a Muslim’s life.
Case Study
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Data and Marketing Association, Bronze, 2019
Doddle, a click-and-collect parcel company, launched a highly-targeted video campaign that offered personal treats and gifts to customers to increase usage and top of mind awareness in the UK.
News
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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.
Article
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Marc-Olivier Arnold, WARC Exclusive, November 2019
Chinese consumers are becoming more sensitive to mistakes made by Western brands, especially around key holidays.
News
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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.
