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.

Green Giant Sparks National Debate by Naming Broccoli as America’s Favorite Vegetable

Case Study • SABRE Awards, North America, Food, Gold, 2019

Green Giant, a brand of frozen and canned vegetables, increased awareness of its brand’s product range in the US by revealing the results of a survey into the nation’s favourite vegetable through a news-style press release.

Nescafé: University Pride

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Coffee brand Nescafé used TV, digital, outdoor and on-pack design to promote its single-serve Nescafé 3-in-1, following currency devaluation in Egypt.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

EGBank: The Chronicles of Oufa and Mint

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Banking brand EGBank established its own startup incubator to grow its affinity with young people in Egypt and get them to open accounts.

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

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 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.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

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

Starbucks: Starbucks & Social – How Starbucks created the fourth place in coffee culture

Case Study • Rachael Lake, Matthew Philip, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Starbucks, the coffee company and coffee house chain, ran a social media campaign that successfully drove sustainable, long-term growth in the UK market.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

Paytm Gold: India’s Digital Locker

Case Study • Kush Anand, Jitender Dabas, WARC Awards, Silver, Effective Innovation, 2019

Paytm, a digital wallet, used a gold investment programme to build the reputation of digital payments in India.

Cornetto: #CONEfessions

Case Study • Pamela Agpoon, Loren Saguil, WARC Awards, Entrant, Effective Innovation, 2019

Ice-cream brand Cornetto used video and programmatic to target consumers emotionally and grow sales around Valentine's Day in the Philippines.

Snickers: Hunger-Free Airlines

Case Study • Jenny L Hanghal, Katy Guan, WARC Awards, Bronze, Effective Innovation, 2019

Confectionery brand Snickers partnered with one of China's biggest domestic carriers, China Eastern Airlines, to develop hunger-free flights and grow market share.

Beko: The D-Remote

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Innovation, 2019

Manufacturer Beko used online video, influencer marketing, PR and a specially created TV remote control to improve its brand relevance with men and increase sales of its smart TVs in Turkey.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Awards, Bronze, Effective Innovation, 2019

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

Engage ON: Small is the new big

Case Study • Saikat Bhattacharyya, WARC Awards, Entrant, Effective Innovation, 2019

Toiletries brand Engage used an innovative campaign in India to increase its category penetration and boost market share for its portfolio.

Cadbury Dairy Milk: Share a Moment

Case Study • Sara Morani, Sarah Shahid, Muhammad Asadullah, WARC Awards, Entrant, Effective Innovation, 2019

Chocolate brand Cadbury Dairy Milk used music as a platform to drive a digital campaign to increase brand relevance and engagement in Pakistan.

Embrator: Street

Case Study • Naila Fattouh, WARC Awards, Entrant, Effective Innovation, 2019

Embrator, the Egyptian clothes manufacturer, targeted young males in Egypt by changing window advertising and releasing a series of TV ads during Ramadan.

Cesar: Twinning

Case Study • Lola Finney-Neves, Emily Brydon, WARC Awards, Entrant, Effective Innovation, 2019

Cesar, the pet care brand, ran an innovative social media campaign that targeted customers across eight markets: US, Russia, Italy, Japan, Canada, Spain, Sweden and Finland.

Star Plus: Nayi Soch (New Thinking)

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, Publications & Media, 2018

Star Plus, India’s biggest entertainment channel, used its huge roster of entertainment, advertising and sponsorship to promote the message of gender equality to millions of households in India.

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

Article • Graham Page, WARC Best Practice, March 2019

Uncovers which advertisers and approaches were most successful in engaging consumers during the 2018 Christmas period, based on research from Kantar Millward Brown.

Ogilvy takes proactive approach to Kumbh Mela

News • 06 March 2019

Ogilvy India used this year’s Kumbha Mela – the world’s largest religious gathering – as a vehicle to generate creative marketing campaigns for a number of its clients’ brands.

Five lessons for Chinese New Year

Opinion • Lin Liu, January 2019

Chinese New Year has proved a complicated time for Western brands trying to make an impression. UM China’s CSO, Lin Liu, proposes five key ideas that strategists need to consider about when thinking about CNY.

Softlogic Life: The app that got the world walking

Case Study • Chamith Buthgumwa, WARC Media Awards, Entrant, Effective Use of Tech, 2018

Life insurance brand Softlogic Life created a virtual reality platform to speak to Sri Lankans, and get them walking, during the Buddhist festival of Vesak.

Sensodyne: Sensodyne Ramadan – Storytelling works

Case Study • Firka Aulia Mahyudi, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Sensodyne, the GlaxoSmithKline brand, wanted to celebrate Ramadan with Indonesian people and help them enjoy the sweet food enjoyed during iftar (the meal breaking the fast) with a social media campaign.

Universal Studios Singapore: From Fear to FOMO

Case Study • Penelope Siraj, Jazreel Koh, Teena Ngo, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Universal Studios Singapore used outdoor, social media and Spotify to create a fear of missing out among young people in Singapore, to increase visits to its Halloween Horror Nights event.

Advertising repetition: How it impacts emotions, cognitions and ultimately increases purchase intention

Research Paper • Jennifer L. Burton, Jan Gollins, Linda McNeely and Danielle Wallis, Admap Magazine, March 2019

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 • 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.
What we know about Super Bowl advertising

Article • WARC Best Practice, 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, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

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, 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.
Global Ad Trends: OOH in focus

Article • James McDonald, WARC Data, February 2018
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
- Successful brands allocate 13% of their media budgets to OOH.
- Out of home CPM is routinely lower than the all media average.
- Out of home accounts for 8% of global display adspend.
- Digital's share of global out of home adspend is expected to rise to 45% by 2021.
- A blended schedule can achieve the benefits of digital impacts with affordable reach.
- Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.