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.

Ruavieja: The Time We Have Left

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

Ruavieja, an alcoholic digestive liquor from Pernod Ricard, created a tool that predicted how much time people had left together in an emotional film to encourage brand recognition and awareness in Spain.

HONOR: Yeh Diwali HONOR Wali’ (A Diwali with HONOR)

Case Study • SABRE Awards, South Asia, Technology, 2019

Honor, a Huawei-owned smartphone brand, leverage the festival of lights, Diwali, to connect with consumers in India, leading to one million smartphones sales.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 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.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

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

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

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

Nescafé 3in1: University Pride

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 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.

Brexit: brands and consumers brace for tough winter

News • 08 July 2019

A significant proportion of British shoppers are anticipating supply problems as a consequence of October’s slated date for Brexit, while retailers are warning an autumn exit would hit them at the busiest time of the year.

More Americans mark July 4th with a seltzer

News • 05 July 2019

Burgers, hotdogs and beer remain classic American staples during Fourth of July celebrations, yet there is growing evidence that many US consumers are opting for plant-based food, low alcohol drinks and other alternatives.

Babyshop: Al Umobuwah – Putting "Mum" Into "Parenthood"

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

Apple: Three Minutes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology company, created an emotional connection with consumers in China by launching a film surrounding Chinese New Year, shot entirely on an iPhone.

Lysol: Protect Like A Mother

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lysol, a cleaning products and sanitiser brand, increased sales of its products globally by launching an emotional campaign that showed the only protection stronger than Lysol is the protection from a mother.

The Times Of India: Sindoor Khela – #NoConditionsApply

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.

United States Postal Service: Impact Of Operation Santa

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

United States Postal Service (USPS), an independent agency of the US government responsible for providing postal service, increased awareness of its program responding to children’s letters to Santa through a digital platform.

Cadbury Heroes Advent Calendar

Case Study • Design Business Association, Silver, 2019

Cadbury, a confectionary brand, designed a digital advent calendar to accompany its physical Heroes calendar to reach its wide target audience and increase sales in the UK.

Smirnoff Red White and Blue

Case Study • Design Business Association, Silver, 2019

Smirnoff, an alcoholic drinks brand, launched a limited-edition Red White and Berry bottle that used the colours of the American flag to promote among US consumers during Labour Day and 4th July.

Domino's: How one killer stat led to the cheesiest chat-bot the internet has ever seen

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Domino’s, the American takeout pizza restaurant, created an original campaign around Valentine’s Day using Tinder to regain momentum in the month of February.

KFC: Kentucky Flying Objects

Case Study • Case Studies on WARC, 2019

Fast-food chain KFC ran a limited-edition promotional campaign to boost brand awareness and drive in-store footfall in India.

Canada’s WestJet video storytelling travels all over the world with “PR stunts”

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

WestJet, the air carrier, has used “PR stunts” as an effective means of driving several core brand metrics, from consumer engagement to ticket sales.

Iceland Foods Ltd: The Christmas advert that never was

Case Study • SABRE Awards, EMEA, Cause-Related Marketing, Gold, 2019

Iceland, the frozen foods supermarket, ran an integrated media campaign to communicate its ban on palm oil and to show its Christmas TV ad, which had been banned from TV.

The Institution of Engineering and Technology: The Sound of Engineering

Case Study • SABRE Awards, EMEA, Educational & Cultural Institutions, Gold, 2019

The Institution of Engineering and Technology, one of the world’s largest engineering institutions, created a music video engineered entirely by children to encourage more of them into science, technology, engineering and mathematics (STEM) subjects in the UK.

Huawei: End Battery Strife: Recharge Your Mates

Case Study • SABRE Awards, EMEA, Technology: Hardware, Gold, 2019

Mobile phone brand Huawei, produced an online video starring actors Thomas Turgoose and Stephen Graham to raise awareness of its Mate 20 Pro’s battery charging feature and boost sales in the run-up to Christmas in the UK.

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.

Babyshop: World Without Walls

Article • Case Studies on WARC, World Retail Awards 2019, Entrant

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

KFC 'FCK'

Case Study • Case Studies on WARC, World Retail Awards 2019, Entrant

KFC, the fast food brand, remedied its sales loss in the UK with an integrated campaign that brought back its iconic figurehead and used the reason for the chicken shortage as the anchoring message.

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.