Advertising best practice, evidence and insights

Article • WARC Best Practice, January 2019

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

How to build long-term brand loyalty

Article • 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.

Mastering momentum in Asia Pacific

Article • Research on WARC, July 2019

Looks at the challenge of sustainable growth, finding that fewer than 6% of global brands grow market share over the first year.

Marriott reinvents customer loyalty marketing with Bonvoy

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

Marriott, the hospitality giant, transformed its approach to customer loyalty with a new platform called Bonvoy.

Uber: Uber Legends

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 2019

Ride-hailing app Uber used data to create a social and out-of-home campaign to increase rider loyalty and attract new customers in the United Arab Emirates.

Saudi Telecom Company: The 1 Riyal Campaign

Case Study • Dana Alkutoubi, Rabie Hassoun, WARC Prize for MENA Strategy, Shortlisted, 2019

Saudi Telecom Company’s multichannel approach, linked to the FIFA World Cup, drove customers to its loyalty programme and increased brand engagement in Saudi Arabia.

Every Little Helps: How to use data to create an emotional connection

Opinion • Tim Mason, July 2019

Tesco has been one of the UK’s biggest retailers for nearly forty years. One of its greatest assets, the Clubcard loyalty scheme, helped create an emotional connection to customers that was a major contributor to growth.

Asia-Pacific consumers show most brand disloyalty

News • 26 June 2019

Consumers’ willingness to switch brands is on the rise globally, according to a new study – and consumers in Asia Pacific top the list for disloyalty.

Hornbach Baumarkt Ag: Hornbach "Werkstück Edition 001"

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Hornbach Baumarkt, a DIY store, reached a new target audience in Germany with precised media placements in relevant print and digital publications which increased its brand preference score by 16%.

Velocity Frequent Flyer: The Billion Point Giveaway

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.

Third Space Rebrand

Case Study • Design Business Association, Silver, 2019

Third Space, a gym brand, has facilitated its growth by repositioning the brand as a premium offering for its members in the UK.

O2: An Experience as individual as you are

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

O2, a UK telecommunications services provider, devised a customisable mobile plan as a reaction to the steady decline in handset contracts and increase in SIM-only contracts, which are set to dominate the market.

Lloyds Bank Manchester

Case Study • Design Business Association, Bronze, 2019

Lloyds Bank, a banking brand, reformulated its branch strategy in Manchester by launching a new flagship store with an innovative customer experience to increase store visits in the UK.

Safaricom plc: Blaze by Safaricom

Case Study • SABRE Awards, Africa, Consumer Marketing (Existing Product), Gold, 2019

Safaricom, a mobile network company, raised awareness of its youth platform BLAZE in Kenya, East and Central Africa by creating media launches featuring influencers, experiential events and TV show promotion.

How digital platforms are changing India's eating habits

News • 10 May 2019

From food delivery apps like Zomato to neighbourhood WhatsApp groups, digital platforms have transformed the eating habits of many parts of urban India as they meet the needs of time-poor, convenience-seeking consumers.

How important is brand loyalty?

Article • WARC Evidence, May 2019

Addresses whether brand loyalty matters, how to best measure it and if the rules of brand loyalty are changing.

Uber: Uber Legends

Case Study • Tahaab Rais, Tala Arakji, WARC Awards, Entrant, Effective Content Strategy, 2019

Ride-hailing app Uber used data to create a social and out-of-home campaign to increase rider loyalty and attract new customers in the United Arab Emirates.

Tic Tac: Twist it!

Case Study • Juan Carlos Guerrero, Antonio Lozano, Ulises Urdapilleta, Rosa Vera, WARC Awards, Entrant, Effective Content Strategy, 2019

Confectionery brand Tic Tac used social media and digital ads to launch a new flavour targeting millennials in Mexico.

Mega Image: Mega slices of life

Case Study • Cătălina Ciocîltan, Claudiu Trușcă, WARC Awards, Entrant, Effective Content Strategy, 2019

Mega Image, the leading urban Romanian supermarket chain, increased its customer acquisition following its E-Shop platform launch by using a coherent and relevant content digital strategy to raise the target audience's engagement rate.

SWIPE EX: Literature of Mindful Cleaning

Case Study • Sharon Lam, WARC Awards, Entrant, Effective Content Strategy, 2019

Cleaning products brand SWIPE used packaging, events, POS and online ads to launch a new premium product in Hong Kong.

Parle 20-20: A cookie's take on the world

Case Study • Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Parle, one of India's largest confectionery companies, used a light-hearted multichannel campaign to promote its cookie category to millennials in a fresh way and grow brand love.

Inorbit Mall: Pink Power

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Awards, Bronze, Effective Use of Brand Purpose, 2019

Inorbit Mall, a chain of malls in India, ran a social campaign in support of women entrepreneurs and their budding businesses.

Quaker: Overnight Oats

Case Study • Larah Lee, WARC Awards, Entrant, Effective Social Strategy, 2019

Oats brand Quaker used a multi-channel social strategy to help update its image for millennials in the Philippines.

Alepa: Block Wish

Case Study • Juha Halmesvaara, WARC Awards, Silver, Effective Innovation, 2019

Alepa, the Finnish grocery store chain, ran a digital campaign that successfully improved brand perceptions and generated audience engagement.

E-store loyalty: Longitudinal comparison of website usefulness and satisfaction

Research Paper • LG Pee, JJ Jiang and G Klein, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 178-194

Customer loyalty is vital to the survival of online stores. Many cross-sectional studies have shown that e-store loyalty is strongly affected by perceived website usefulness (PU) and satisfaction with a purchase experience.

Brand loyalty