Brand loyalty

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Virgin Media: Breaking the Great British Smile Drought

Case Study • DMA (UK), Gold, 2021

Virgin Media, a telco brand, gave the UK a reason to smile over the Christmas of 2020 with a campaign based on the tradition of pantomime.

Hilton: Unlocked – Driving Engagement, keeping Hilton top of mind & keeping our member relationships active.

Case Study • DMA (UK), Silver, 2021

Hilton, a hotel chain, increased bookings in the UK by launching a members-only email programme featuring exclusive content.

Lakeland: A truly personalised myLakeland experience

Case Study • DMA (UK), Bronze, 2021

Lakeland, a chain of kitchenware stores, increased incremental revenue for year two of its myLakeland Club scheme by developing new behaviour-driven segments that featured different variations of content and offers.

Lexus: Experience Amazing

Case Study • DMA (UK), Silver, 2021

Lexus, an automobile brand, used an email-based campaign to provide its UK customers with a top rate experience.

LACTOGROW: Dream big – grow happy campaign

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Lactogrow, the growing up milk brand, wanted to overcome its main competitors and establish prominence in the category in Indonesia.

Tokopedia: Democratize commerce through technology

Case Study • MMA Smarties, Indonesia, Best in show, 2021

Tokopedia, an online marketplace, aimed to help users discover the most relevant products and re-engage them to offer the best deals in Indonesia.

Marketers will need to be at the top of their game in 2022

Opinion • Richard Exon, January 2022

Changed behaviours, the end of brand loyalty, economic headwinds, cultural division … 2022 is going to be a helluva ride for marketers, says Richard Exon, Founder of Joint.

KFC: The growth of Colonel KI

Case Study • MMA Smarties, APAC, Gold, 2021

KFC, a fast food brand, launched a campaign in China to transform itself from a sponsor into an organic stakeholder in the gaming world.

Swiggy: Delivering happiness at your doorstep!

Case Study • MMA Smarties, APAC, Silver, 2021

Swiggy, a food delivery company, launched a campaign in India to increase app installations and orders.

DTAC: Blink for your reward

Case Study • MMA Smarties, APAC, Bronze, 2021

DTAC, a mobile phone operator, launched a campaign in India to enhance the user's experience in its reward loyalty programme.

Pepsi: Online store – conversational commerce

Case Study • MMA Smarties, Silver, X (Global), 2021

Pepsi, a soft drink manufacturer, launched a campaign in Vietnam to raise awareness of the new Pepsi Online Store to generate excitement among consumers.

What we know about the Net Promoter Score (NPS)

Article • WARC Best Practice, December 2021

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Justmylook: How Justmylook drives revenue through on-site personalisation before even making a sale

Case Study • WARC Cases, December 2021

Justmylook, a beauty retailer, increased engagement rates and email opt-ins in the UK by using InStory ads to reduce mobile bounce rates.

WARC talks targeting taste communities

Article • Ana Andjelic, WARC Exclusive, November 2021

This episode of WARC talks discusses targeting taste communities with strategy executive and author of The Business of Aspiration, Ana Andjelic.

Ikea: Buy with your time

Case Study • AME Awards, Silver, 2021

IKEA, a furniture and homeware brand, launched an activation that converted the time spent on a trip to IKEA into a currency that people could use to purchase items from IKEA in the UAE.

Burger King: The king of the 2020 VMAs

Case Study • AME Awards, Bronze, 2021

Burger King, a fast-food chain, launched a campaign in the US to leverage VMA cultural relevance, experiment with partnership innovation and bolster fan engagement.

Costa: First one's on us

Case Study • Jonathan Robson, Katy Harkness, WARC Media Awards, Bronze, Best Use of Data, 2021

Coffeehouse chain Costa used a data-driven campaign encompassing outdoor, radio and digital display to reconnect with its loyal customer base and drive app downloads following lockdown in the UK.

McDonald's App: Summer lovin'

Case Study • Sven Kruber, Ann-Kathrin Kleinhenz, WARC Media Awards, Silver, Best Use of Data, 2021

Quick-service restaurant brand McDonald's created a dating app mechanic to increase app downloads, usage and sales in Germany during the coronavirus crisis.

Burger King: Delay your way

Case Study • Mike Cassell, Ellie Gogan-Tilstone, Jane Dorsett, WARC Media Awards, Gold + Data-Driven Insight Award, Best Use of Data, 2021

Fast-food brand Burger King grew app downloads and sales in the holiday period with geo-targeted ads at US airports offering a free burger to travellers whose flights had been delayed.

Digital gratitude, the blame game and one shot to impress

Opinion • Gregg Ostrowski, November 2021

AppDynamics’ Gregg Ostrowski says these are the three new customer dynamics that will shape technologists’ thinking in 2022.

IRI topic: Understand me, don’t define me - Why the future of data holds the key to successful Gen Z brand marketing

Article • Jennifer Pelino and Lynne Gillis, WARC Exclusive, November 2021

In this article the authors question what the future of data might look like when the young people responsible for shaping it don’t want to be defined.

Itaú: Retirement delivery

Case Study • WARC Cases, November 2021

Itaú, a financial services company, created a revolutionary pension system in Argentina during the coronavirus pandemic to help retirees get their pensions at home rather than waiting in line at the bank.

McDonald's: Macca's Monopoly - Playing to WIN!

Case Study • WARC Cases, November 2021

McDonald’s, a fast food restaurant chain, increased ROI after the coronavirus lockdown in Australia by dynamically serving prizes for its Monopoly game to encourage customers to play.

Marriott: The Split Sponsorship

Case Study • WARC Cases, November 2021

Marriott, a hotel brand, increased enrolment for its Bonvoy travel program in Hong Kong by using a rugby legend as its spokesperson and its sponsorship of rugby team the Kong Kong Sevens to produce a video campaign.

Customer experience trends in Asia that will mould e-commerce ahead

Article • Mukta Lad, Event Reports, FUTR Asia 2021 Summit, October 2021

CleverTap’s Meenakshi Ganesh examines the customer experience trends that will shape e-commerce going forward at FUTR Asia 2021.

Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

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.
The WARC Guide to customer retention

Article • WARC Best Practice, May 2021

A summary of new thinking and best practice on customer retention.
The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.
What we know about brand loyalty

Article • WARC Best Practice, June 2021

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.
Strategy Toolkit module 4: Consumer behaviour

Article • Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.
Understanding six influential models of brand growth – and when to use them

Article • Stephen Whiteside, WARC Exclusive, February 2021

This article summarizes six models of brand growth, all of which were featured in a series of webinars held by the Mobile Marketing Association (MMA).