Article
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WARC Best Practice, January 2020
This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.
Article
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Martin Hayward, WARC Best Practice, April 2016
This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.
Opinion
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Mark Inskip, September 2020
Video streaming services must do more to convert potential audiences into loyal customers, writes Kantar’s Mark Inskip.
Article
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Natasha van der Pas, WARC Webinars, September 2020
Natasha van der Pas, Senior Strategist at Wunderman Thompson, discusses how brands including Starbucks, Shell and Disney have successfully tapped into the use of mobile gaming to increase customer loyalty, and outlines the mechanics that will drive success.
News
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09/09/2020
In the pursuit of stand-out, engaging propositions, loyalty marketers have been turning to gamification, but that is now evolving into actual gaming for some of the world’s biggest brands.
Article
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Natasha van der Pas, WARC Exclusive, September 2020
How brands including Starbucks, Shell and Disney are using mobile games to increase customer loyalty.
News
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18/08/2020
Brand loyalty has largely proved robust over the last decade in a trio of packaged-goods categories, according to the early results of a study being conducted by the Advertising Research Foundation (ARF), the industry body.
News
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18/08/2020
Wine matters – Covid made that point abundantly clear – and for the now separate wine retailers, physical stalwart Majestic, and online DTC pioneer Naked, that fact has meant divergent strategies working well in the same category.
News
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13/08/2020
Consumers in India are now focused on their most basic needs while cutting back on nonessentials, according to a new report from Accenture.
News
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12/08/2020
The growth of Southeast Asia’s digital economy has already surpassed figures initially forecasted to be reached in 2025 – with 69% of Southeast Asian consumers expected to go digital by the end of the year.
Opinion
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Gemma Spence, August 2020
In today’s current climate, there’s no denying that e-commerce is big business. Online retail is exploding in penetration and basket size as shoppers are choosing or forced to be isolated.
News
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03/08/2020
Starbucks, the coffee-house chain, is using the disruption of the COVID-19 pandemic to “move aggressively and further differentiate” its brand from competitors.
Article
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Anna Hamill, WARC Exclusive, July 2020
Starbucks, the global coffee chain, is adapting to new consumer expectations and buying behaviours as it navigates the on-going COVID-19 pandemic.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Enhancing the Customer Experience, 2020
Boost, an energy provider, encouraged customer retention in the UK by creating the Winter Wallet, which helped financially-struggling consumers save money for winter when their bills increased.
News
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29/07/2020
Apps are now indispensable for users to shop, connect with their loved ones and entertain themselves, thanks to the ongoing COVID-19 pandemic, according to new research from Criteo.
Case Study
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Case Studies on WARC, 2019
Insurance provider NTUC Income used native ads to drive consumers to its content marketing pages and build loyalty in Singapore.
Case Study
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Catherine Asseily, Mona Hassanie, WARC Prize for MENA Strategy, Entrant, 2020
Engine lubricant brand Castrol used a social media and guerrilla marketing campaign focused on truck drivers' health to boost brand loyalty and sales in Saudi Arabia.
News
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01/07/2020
With Chinese customers increasingly disloyal, the modern Chinese marketer is focused on marketing to address disloyalty; but it is customer retention that is ripe for innovation, and this is where brands should be investing resources.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Sony, a technology company, showcased the different aspects of its cameras across Europe by launching a blog-powered website that featured interviews and video-led content from photographers that had used them.
News
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22/06/2020
McDonald’s, the quick-service restaurant chain, has committed to a major investment in marketing as it seeks to begin the recovery process from the challenges of the COVID-19 pandemic.
Article
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Stephen Whiteside, WARC Exclusive, June 2020
McDonald’s, the quick-service restaurant chain, is putting marketing at the heart of its efforts to bounce back from COVID-19.
Case Study
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Design Business Association, Design Effectiveness Awards, Silver, 2020
McCormick, a food company, increased sales and reach in the UK by redesigning its packaging to communicate the origins and flavour profiles of its ingredients.
Case Study
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Design Business Association, Design Effectiveness Awards, Silver, 2020
Albury Organic Vineyard, a family-run vineyard, increased sales in the UK by rebranding its packaging to feature local imagery to promote its local produce.
Opinion
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WARC from Home, May 2020
WARC from Home is a series to help subscribers brush up on the essentials of marketing during the COVID-19 lockdown.
Case Study
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AME Awards, Bronze, 2020
Acer, a computer brand, launched a campaign film to showcase its hero products among the gaming community globally.
