Advertising best practice, evidence and insights

News • 13 April 2018

NAIROBI: Google has released a search app designed to take account of the prevalence of lower-end devices and slower connections across much of Africa and which allows consumers to use local languages.

Mobile is core to West Africa's growth

News • 12 April 2018

ABIDJAN: West Africa’s mobile industry is forecast to contribute more than US$50bn to the region’s economy annually by 2025, on the back of consistent value to the tune of $37bn last year, or 6.7% of GDP.

Brewing over branding: Guinness’s innovation philosophy

Article • Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

David Sheldrick Wildlife Trust: Hello in Elephant – Helping save the species by saving the endangered language

Case Study • Matt Simms, WARC Awards, Shortlisted, Effective Innovation, 2018

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.

Using interaction networks to map communities on Twitter

Research Paper • Kyle Findlay and Ockert Janse van Rensburg, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 169-189

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

How Cape Town is singing to save water

News • 22 February 2018

CAPE TOWN: Facing the worst drought in a century, Cape Town has developed an innovative campaign with popular music artists to encourage people to spend less time in the shower by compressing some of the country’s favourite songs.

McDonald's: Bringing back the Big Tasty

Case Study • Candice Shortt, Jason Gird, WARC Media Awards, Entrant, Effective Channel Integration, 2017

Fast food giant McDonald's captured the hearts of South African consumers by reintroducing the much-loved Big Tasty burger.

Keep calm and carry on: How to manage a social media crisis

Article • Michael Oelschig, Market Leader, Quarter 1, 2018, pp. 42-45

Social media crises are an increasingly common issue and can be managed by dividing the response into four key stages.

Jumia Party Kenya: Online drinks delivery service

Case Study • Allen Kambuni, Kenneth Kiguru, Jonah Otieno and Maryanne Montet, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017

Pernod Ricard Kenya and Jumia Food partnered to launch beverage delivery service Jumia Party.

Bill and Melinda Gates Foundation: Changing the game in Voluntary Medical Male Circumcision (VMMC)

Research Paper • MRS Awards, Winner, International Research, 2017

The Bill and Melinda Gates Foundation, a private foundation founded by Bill and Melinda Gates, used research to generate demand for Voluntary Medical Male Circumcision in Zambia and Zimbabwe, to help tackle their HIV epidemic.

McDelivery: Location targeting

Case Study • Gary Rice, WARC Media Awards, Shortlisted, Best Use of Data, 2017

After the launch of its delivery service in South Africa, McDonald's maximised its delivery operations collaborating with Google Search.

The agony and ecstasy of teaching an old dog new tricks: From research agency to tech company

Article • Kyle Findlay, ESOMAR, Big Data World, November 2017

Surveys some ways in which market research organisations need to adapt their mindsets to stay relevant in the modern insight pipeline and data dispensation, as facilitated through technology.

Mobile boosts Diageo's research in Africa

News • 24 November 2017

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

Tapping telcos for mobile micro-insurance

News • 20 November 2017

ACCRA: Insurance providers looking to target the mass market in Africa need to think outside the box, according to the founder of MicroEnsure, which has developed an innovative approach to selling insurance products on the continent.

African marketers fail to connect with women

News • 09 November 2017

JOHANNESBURG: On some estimates, three-quarters of household spending power in Africa will lie with women within a decade, but research indicates that current marketing efforts are failing to resonate with this group and budgets are being wasted.

Diageo Africa: UMOJA – A story of unity and innovation

Research Paper • Galbin Holt and Paul Thomas, ESOMAR, Global Qualitative, November 2017

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Ariel (P&G): Ariel Impossible made Possible

Case Study • Direct Marketing Association - US, Runner Up, Best Use of Mobile, 2017

Ariel, the laundry detergent from P&G, drove awareness in South Africa by starting a movement to sing the praises of women who make the impossible possible.

Unilever/Lifebuoy: Global Handwashing Day 2016

Case Study • MMA Smarties, Finalist, EMEA, 2017

Lifebuoy, a soap brand, launched a VR campaign on Global Handwashing Day to build awareness of its handwashing initiatives in South Africa.

Boxer Superstores: Dreams Come True at Boxer with Sunlight

Case Study • MMA Smarties, Bronze, South Africa and EMEA, 2017

Boxer Superstores, a retailer in South Africa, increased sales of Sunlight, a household soap, by giving customers the chance to live out their dream when they purchased the product.

AB InBev: Hansa Switch @6

Case Study • MMA Smarties, Finalist, EMEA, 2017

Hansa Pilsener, an alcoholic drinks brand, engaged with South African mobile users by launching a free-to-play beer brewing game to drive its 'Switch@6' concept.

KFC: Supa Strikas Golden Shakes

Case Study • MMA Smarties, Bronze, South Africa, and Finalist, EMEA, 2017

KFC South Africa, a fast food restaurant, launched the 'Golden Shakes' campaign in South Africa to help stop a year on year decline and promote its Streetwise lines.

Unilever/Knorr: Dinner on Demand

Case Study • MMA Smarties, Bronze, EMEA, 2017

Knorr, a German food and beverage brand, created a Facebook chatbot to engage with consumers in South Africa by supplying them with recipes.

Surf School of Shine

Case Study • MMA Smarties, Bronze, South Africa, 2017

Surf, a detergent brand, launched a campaign called Surfshine offering career advice for South African women to increase brand loyalty and sales.

Unilever - SHIELD: Bad BO Taxi Ride

Case Study • MMA Smarties, Finalist, South Africa, 2017

Shield, a deodorant brand, launched a campaign in South Africa for antibacterial deodorant for men and women in order to showcase its relevance and benefits.

Government Employee Medical Scheme (GEMS): EVO Switch Campaign

Case Study • MMA Smarties, Gold, South Africa, and Silver, EMEA, 2017

The Government Employee Medical Scheme (GEMS) in South Africa, promotes its Emerald Value Option (EVO) in South Africa by developing slideshow, home page and audio ads on social media.