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The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Three-fifths of Southeast Asians use social networks to learn more about brands and products

Data • Marte Aune, WARC Data Points (GlobalWebIndex), April 2021

An overview of online sources used by Southeast Asian consumers to learn more about brands and products.

A casual flirtation or a committed relationship? Assessing the post-pandemic stickiness of product subscriptions

Article • Research on WARC, April 2021

Assesses the post-pandemic stickiness of product subscriptions.

How PepsiCo’s fresh approach to segmentation delivered e-commerce success during COVID-19

Article • Jo Bowman, Event Reports, ARF SHOPPERxSCIENCE, March 2021

PepsiCo, the food and beverage giant, successfully adapted its segmentation strategy in line with the growth of e-commerce during the COVID-19 pandemic.

Understanding the five omnichannel shopping journeys that have taken root during COVID-19

Article • Jo Bowman, Event Reports, ARF SHOPPERxSCIENCE, March 2021

Store closures, interruptions to supply chains and shifting consumer priorities have together transformed the way people shop – and that means retailers have to transform the way they operate.

Why consumer attitudes about electric cars are about more than being green

Article • Brian Carruthers, Event Reports, MRS Impact Conference, March 2021

A qualitative research project by Facebook and The Nursery explored the factors that might be encouraging or discouraging people from buying electric vehicles (Evs).

Growing together in Indonesia: How marketing collaborations benefit big and small brands

Article • Imperia Oktabrinda, WARC Exclusive, Spotlight SEA, April 2021

It is natural for Indonesian institutions and corporations to collaborate and create alliances because of common traditional values, says McCann’s Imperia Oktabrinda.

Future-proof your online retail business: Three insights about brand websites

Opinion • Raja Narula, Nicola Pollin and Melissa Lee, March 2021

Brand websites are an invaluable channel in a consumer’s buying journey and brands should adopt a robust direct-to-consumer strategy to establish a holistic online retail presence. Google research shows that a brand website is critical to a brand’s online success and reveals insights for building a robust brand website strategy.

How the “fateful” first online consumer review can have an impact lasting three years

Article • Stephen Whiteside, Research on WARC, March 2021

A “first-review effect” on e-commerce sites suggests that the first piece of user-generated feedback about a product can have an impact on word of mouth for up to 36 months.

The value of the ‘working from home’ audience

Opinion • Kamilah Kamara, March 2021

New working habits have been formed during the pandemic and they appear to be here to stay, writes Kamilah Kamara, Insight Manager at Radiocentre.

How do shoppable formats fit into the media plan?

Article • Jin Kim, WARC Exclusive, March 2021

Details what advertisers need to know about shoppable media.

Updating the Foote, Cone & Belding Grid: Revisiting the product classifications of the FCB Grid for online shopping and contemporary consumers’ decision making

Research Paper • Hyuk Jun Cheong and Yunjae Cheong, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 12-29

This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.

Lexus UX: Unbeaten Paths – Small Business Drive

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.

Managing consumer demand in a recession – and the need for value

Article • Andrew Mitchell, WARC Exclusive, February 2021

Evaluates lessons from the last recession, looks at re-emerging patterns and highlights what’s unique about this COVID recession and the implications and actions for CPG retailers and manufacturers.

In cash-strapped times brands should build value, not discount prices

Article • Nigel Hollis, WARC Exclusive, February 2021

The COVID pandemic and recession have caused huge changes in consumer behavior around the world.

Digital brand experiences: Consumer sentiment data

Article • WARC Exclusive, Spotlight Australia, January 2021

Analyses data from ongoing surveys of Australian consumers, provided by GWI and covering consumer purchase behaviours, their expectations of brands and the experiences they provide.

P&G outlines shopper habits that will outlast COVID-19

News • 21 January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.

Sainsbury's: Collect For Christmas

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, launched a gamified campaign that motivated people to build up their Nectar points and spend them on their big Christmas shop at Sainsbury's.

Sainsbury's: Data Playback

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, increased brand loyalty by awarding Top Buyer recognition badges to frequent customers.

E-commerce and the future of effectiveness in KSA and UAE

Article • WARC Exclusive, January 2021

Examines the trends developing through the growth of e-commerce during the COVID-19 pandemic in the Kingdom of Saudi Arabia and the United Arab Emirates.

Everything you need to know about shoppable video

Article • Rayhan Perera, WARC Exclusive, January, 2021

An introductory guide to shoppable video media opportunities for brands.

Seven powerful research insights that brands need to know in 2021

Opinion • Lena Roland, January 2021

Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.

Volkswagen Malaysia: 12.12 – A frictionless social media shopping experience

Case Study • WARC Cases, 2019

Automotive brand Volkswagen earned media attention and grew conversion rate in Malaysia with an s-commerce campaign during the 12.12 online shopping festival.

Local retailers under pressure as Thai shoppers flock to major online players

News • 05 January 2021

Online shopping continues its rapid uptake in Thailand as uncertainties over COVID-19 cement current consumer consumption patterns.

디지털 고객 여정

Article • Euromonitor Strategy Briefings, December 2020

코로나19로 이머커스 이용이 증가했고, 많은 소비자가 격리 중에 디지털 채널을 시도했고 심지어 의존하게 되기도 했다.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The long-term impact of COVID-19 on consumer behaviour

Article • William Hanmer-Lloyd and Stephanie Watson, WARC Exclusive, April 2020

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.