Advertising best practice, evidence and insights

Article • 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.

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.

Marketing powers McDonald’s recovery from COVID-19

Article • 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.

‘How brands grow’ in the e-commerce era

Opinion • Gemma Spence, June 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.

Albury Vineyard: Wine fit for a queen – How a premium rebrand captivated a nation

Case Study • 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.

McCormick: Reversing decline in a growing category

Case Study • 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.

WARC from Home: Penetration vs loyalty - what’s the best way for a brand to grow?

Opinion • 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.

Local brands win out in India as availability trumps loyalty

News • 07 May 2020

Smaller, local brands are often outperforming big market leaders in lockdown India, as consumers go for what is available rather than confining themselves to brands they know and trust. Retailers say smaller brands have outpaced sales of ...

Building brand loyalty with Indonesia Gen Z’s desire for continuous gratification

Article • Bening Rara, WARC Exclusive, April 2020

Ogilvy’s Bening Rara highlights the role of continuous gratification in establishing a connection with Indonesia’s promotion-savvy youth.

Are brands really connecting with Indonesia’s digital youth?

Opinion • Gabey Goh, April 2020

What will it take to win over the young Indonesian consumer and find success in the third largest youth market in the world? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.

Renault: This is Renault

Case Study • Fabio Belfiori Belfiori, Corrado Gallo, Valentina Geria, WARC Awards, Entrant, Effective Social Strategy, 2020

Automotive brand Renault Italy harnessed the power of the playlist to strengthen its links with its fan base and further increase loyalty.

Virgin Media: 25 Days of Christmas

Case Study • Jen Musgreave, WARC Awards, Shortlisted, Effective Innovation, 2020

TV and broadband provider Virgin Media ran a Christmas campaign in the UK to increase net promoter score (NPS) and loyalty.

Consumers want to know the point of points-based loyalty

News • 09 March 2020

Customer loyalty schemes that simply allow consumers to accumulate points without offering a clear value exchange are less likely to retain and engage them effectively than those that offer tailored services.

How the world’s most successful brands stay at the top

Article • Anna Hamill, Event Reports, The Future of Brands, February 2020

Brands need to think differently about creating long-term growth, according to Daniel Binns, CEO of Interbrand.

Chipotle Reward Me: The only thing better than free money is free Chipotle

Case Study • SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2020

Fast casual restaurant chain Chipotle partnered with mobile payment app Venmo to launch its new rewards programme in the US.

Planet Fitness: Teen Summer Challenge

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media (Earned), 2020

Fitness centre brand Planet Fitness created the Teen Summer Challenge, spearheaded by Stranger Things actor Caleb McLaughlin, to increase brand loyalty and affinity among Generation Z, and fuel future member growth in North America.

How Everton understands football fan archetypes

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2019

English Premier League football club Everton has undertaken a wide-scale listening exercise with its fans to better understand how to engage the broad range of people who support it.

Brewery Morava: Two beers, one city

Case Study • Integrated Marketing Communications Council Europe, Gold, Product Launch/Relaunch/Trial campaigns, 2019

Brewery Morava, a microbrewery, increased awareness and consumption of its beer in the Czech Republic by making a reality TV contest show that got locals to compete in making the brewery's beer.

Fastweb: liveFAST

Case Study • Integrated Marketing Communications Council Europe, Gold, Loyalty Marketing Campaigns, 2019

Fastweb, an Italian telco company, reduced churn and increased customer loyalty in Italy by launching a new customer loyalty program based on activation levels.

BP: BPme Rewards – Little treats more often

Case Study • Data and Marketing Association, Bronze, 2019

BP, an oil industry company, launched a customer rewards scheme in the UK that provided little but often rewards to build a better relationship with its customers.

Sky VIP: Your loyalty programme

Case Study • Data and Marketing Association, Bronze, 2019

Sky UK, a telecommunications company, introduced Sky VIP, a loyalty programme that focused on retention of its existing customers by showing them how much it appreciates them.

Shell Go+

Case Study • Data and Marketing Association, Bronze, 2019

Shell UK, an oil industry company, improved customer experience by creating a reward scheme that tracks customer visits and gives them rewards based on their past purchases.

Retail experience and evolving media investment: Petco’s CMO Tariq Hassan

Opinion • Cathy Taylor, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Uber: Uber Legends

Case Study • Tahaab Rais, Tala Arakji, WARC Media Awards, Silver, Best Use of Data, 2019

Uber championed its top users with Uber Legends, an evocative campaign that tells the real stories of real journeys, to engage users and increase brand love.

Samsung: S10 – Innovation at the next level

Case Study • Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019

As market leader in the fast-paced, competitive smartphone market in the Philippines, Samsung reignited excitement in the category by amplifying its product superiority, increasing both sales and brand love.

Brand loyalty