Brand loyalty

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Beam Suntory: 6ourbon 7ime

Case Study • Jay Chiat Awards, Silver, National Strategy, 2021

Beam Suntory, a bourbon whisky brand, established a new platform, 6ourbon7ime, to encourage people in the US to take an hour out of their day to relax and enjoy a bourbon.

Pedigree: A force for good

Case Study • Jay Chiat Awards, Silver, Global Strategy, 2021

Pedigree, a dog food brand, put brand purpose at the heart of its business with its global campaign to facilitate dog adoption.

Driving brand loyalty through omnichannel retail: Case study of Sephora in China

Article • Research on WARC, February 2021

Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.

KFC: The growth of Colonel KI

Case Study • Nicholas Short, Liu Yi, Stanley Tao, WARC Awards for Asian Strategy, Shortlisted, 2021

Fast-food brand, KFC, transformed itself from a sponsor into an organic stakeholder in the eSports world with its Colonel KI campaign in China.

Microsoft: XBOX Hall of Fame

Case Study • SABRE Awards, IN2, EMEA, 2021

Xbox, a video-gaming brand, launched a three-week campaign to spread awareness of the new generated hardware, Xbox Series X, which was set to be released at the end of 2020.

Tesco: Innovating in a crisis, to cement a relationship with shoppers

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Tesco, a supermarket brand, positioned itself as the supermarket that offered the best value during the COVID-19 pandemic in the UK by harnessing the strength of its loyalty card.

From DIY to DIFM: Consumer sentiment data

Article • WARC Exclusive, Spotlight Australia, August 2021

Analyses data from ongoing surveys of Australian consumers, provided by GWI.

Microsoft: Xbox Hall of Fame

Case Study • SABRE Awards, Africa, 2021

Xbox, a gaming console brand, increased revenue and awareness of its new and upcoming Xbox Series X in globally with a hall of fame that honoured players' achievements on Xbox One.

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.

A new twist on privacy – planning for a post-cookie and IDFA world

Article • Jennifer Pelino, WARC Exclusive, July 2021

Implications for the advertising industry as it navigates new data privacy and compliance rules.

The journey from the post-third-party cookie wasteland to marketing utopia

Article • Siva Ganeshanandan, WARC Exclusive, July 2021

How marketers can prepare for the possibility of third-party data pipes running dry.

The Guardian: Joy of print

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

The Guardian, a British newspaper, launched a campaign in the United Kingdom to increase its number of print subscriptions to sustain its finances.

M-150: Adapting to thrive!

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

M-150, an energy drink brand, launched a campaign in Thailand to retain easy-switch blue-collar consumers.

K-Plussa: Student's K-Plussa

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Kesko, the second largest retailer in Finland, wanted to increase the popularity of its loyalty programme for students, Student K-Plussa, in Finland.

Guinness: Rise

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Guinness Ghana Breweries PLC (GGBPLC), an alcohol brand, launched a recovery programme in Ghana to help consumers and partners recover after the COVID-19 lockdown.

Gousto: Outside the box

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Gousto, a British meal kit retailer, launched a campaign in the UK to increase sign-ups and brand awareness.

British Gas: From selling to solving

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

British Gas, a British energy provider, launched a campaign in the United Kingdom to establish itself as a 'home services provider' rather than an energy provider.

Shell: Reimagining loyalty

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

In the UK, Shell, a multinational oil and gas company, revamped its Shell Drivers' Club programme by creating Shell Go+ to continue to stand out among other similar loyalty programmes.

Ulta Beauty: The possibilities are beautiful

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Ulta Beauty, a beauty store chain, launched a campaign in the USA to elevate its brand beyond its products and emphasise how beauty helps everyone achieve their full potential.

Telstra: You don’t need Australia’s best network…until you do

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Telstra, an Australian telecommunications company, launched a campaign in Australia to stand out in the market and emphasise the importance of being with the best network provider.

Naturgy: A case of rebranding and brand building

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Gas Natural Fenosa, an energy supplier, created a new brand in Spain to align with new market and company constraints.

Tesco Bank: Customer Service Transformation

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2021

Tesco Bank, a financial services brand, redesigned customer services by using design thinking in the UK.

Princes: Branding

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Gold, 2021

Princes, a food and drinks brand, redesigned its packaging with bold, bright colours and made the 'P' in its logo its accent feature to symbolise pride on the shelf and increase sales in the UK.

Johnnie Walker: Blue Label

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Johnnie Walker, a brand of Scotch whisky, increased sales of its Blue Label product by creating a design for its packaging and communications that used bespoke art pieces that captured the undiscovered sides of local cities.

Huggies: The world's first baby marathon

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

Huggies, a diaper and baby wipes brand, increased sales in South Africa by launching a distance tracking device for babies who participated in an online marathon to prove Huggies diapers are the best for moving babies.

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.
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.
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.
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.
Marketing in the age of fragmentation

Article • Scott Symonds, Admap Magazine, October 2014

This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.