Challenger brands

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Are big brands really doomed? How big brands can adapt to the threat from small insurgents

Article • David Taylor, WARC Best Practice, October 2018

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.

How to build a challenger brand

Article • Nick Geoghegan, WARC Best Practice, July 2016

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

Fineline: Fineline For Fashion

Case Study • Sasirapat Sibunruang, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Fineline, a Thai laundry care brand, succeeded in standing out in an overcrowded market by repositioning the brand to appeal emotionally, via self-image and fashion, and growing brand value.

Briefing: Luckin Coffee files for US IPO

News • 24 April 2019

Luckin Coffee is a coffee company best known as the one-year-old challenging Starbucks in China. The homegrown startup has now filed for an IPO in the United States, as it races to open more outlets than its Seattle-based competitor.

Google Cloud: Ask the Cloud

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Chris Oliver, WARC Awards, Shortlisted, Effective Innovation, 2019

Search engine Google used direct marketing to target chief technology officers in the US to achieve growth in the B2B cloud computing market.

Flixonase: Allergy tracker powered by AI

Case Study • Dmitry Anureev, WARC Awards, Entrant, Effective Innovation, 2019

Flixonase, the allergy relief brand owned by GSK, successfully drove sales in Russia by modelling data on pollen movement.

Embrator: Street

Case Study • Naila Fattouh, WARC Awards, Entrant, Effective Innovation, 2019

Embrator, the Egyptian clothes manufacturer, targeted young males in Egypt by changing window advertising and releasing a series of TV ads during Ramadan.

Abbott: Gift of Strength

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Food Products, 2018

Abbott, a healthcare company, increased market share in Singapore by launching an emotive video campaign, aimed at caregivers, which showed the importance of strength among seniors.

Carabao Energy Drink: Mr Carabao’s £1 Million Giveaway

Case Study • Case Studies on WARC, 2018

Energy drink brand Carabao increased trial and rate of sale in the UK with a promotional campaign that allowed consumers to win a share of a total £1m cash prize fund.

TikTok goes global as it hits one billion downloads

News • 05 March 2019

TikTok, the Chinese mini-video music app, has hit the big time, registering one billion downloads on iOS and Android globally.

Patanjali causes multinationals headaches as toothpaste wars heat up

News • 29 January 2019

It's a small and inconsequential part of most people’s daily routine - the few minutes they spend brushing their teeth.

Luckin takes on Starbucks in China coffee battle

News • 21 January 2019

US coffee chain Starbucks is well-established in China, where it has been operating for 20 years and has grown to be the market leader, but it is now facing serious competition from a Chinese start-up that launched just 15 months ago.

Five things marketers can learn from direct-to-consumer challenger brands

Article • Nick Geoghegan, Admap, January 2019

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.

NIIT Technologies: Innovating Easy

Case Study • Direct Marketing Association - UK, Silver, 2018

NIIT, a management training company, promoted its company as an innovation partner by launching an office takeover in Atlanta as part of an account-based marketing (ABM) campaign.

The Diamond Concierge: The Surprisal

Case Study • Benjamin Davis, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.

Calla: Fresh Mo Girl

Case Study • Bryan Siy, Issa Ignacio, Paolo Broma, WARC Prize for Asian Strategy, Entrant, 2018

Detergent brand Calla used a celebrity endorsement campaign to raise awareness of its offer and increase market share in the Philippines.

Livon: Salon in a bottle

Case Study • Nitya Pant, Priyanka Nair, Dhara Pujara, WARC Prize for Asian Strategy, Entrant, 2018

Livon, a hair-care brand, used a TV ad and digital media campaign to connect with young people in India and increase sales.

Livpure: Cutting Paani

Case Study • Shivendra Dikshit, WARC Prize for Asian Strategy, Entrant, 2018

Livpure, a water purifier brand, encouraged people in India to preserve water with a digital and social media campaign built on a colloquialism.

Circles.Life: End data deprivation

Case Study • Rahul Chawra, Dilip Garga, WARC Prize for Asian Strategy, Entrant, 2018

Telco network Circles.Life used an unorthodox execution to shake up the competition and increase market share in Singapore.

Cigna: Superheroes

Case Study • Varidda Voraakom, Pattarawong Wongmek, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used Facebook and the LINE messaging app to build brand awareness among high achievers in Thailand.

Breeze: Field Good Trip

Case Study • Diday Alcudia, WARC Prize for Asian Strategy, Entrant, 2018

Laundry brand Breeze used digital video to target mums in the Philippines, breaking through advertising clutter and boosting market share.

OVO takes on Trump and wins on its own terms

News • 31 October 2018

OVO Energy ads are unlike any others in the UK energy category, and its decision to confront the climate change-denying position of the US president has paid off according to the agency behind them.

How to resist insurgent brands

News • 26 October 2018

Many big brands are feeling the heat from a new kind of competitor: the smaller, younger, quicker upstart brand.

Kotex: Soft Delivering the Best of Both Worlds

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Kotex, a brand of feminine hygiene products, increased its market share by targeting Vietnamese women on their most used device.

Totalgaz: Vietnam's first vertical MV helped Totalgaz to sell

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Totalgaz, a supplier of Liquefied Petroleum Gas, gave Vietnamese mothers a worry-free Tet thanks to its mobile first song and music video.

Five things marketers can learn from direct-to-consumer challenger brands

Article • Nick Geoghegan , Admap Magazine, January 2019

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.
Are big brands really doomed? How big brands can adapt to the threat from small insurgents

Article • David Taylor, WARC Best Practice, October 2018

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.
How PR, out of home and stunts drive marketing at Circles.Life

Article • Low Lai Chow , Event Reports, Digital PR Strategies Conference, July 2018

Circles.Life, a telco challenger brand in Singapore, has put PR, out-of-home and viral stunts at the heart of its brand marketing.
How to build a challenger brand

Article • Nick Geoghegan , WARC Best Practice, July 2016

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.
How Warby Parker disrupted the eyewear category

Article • Stephen Whiteside, Event Reports, BRITE '14, March 2014

This event report describes how Warby Parker, the eyewear retailer, developed a new online approach to the category with a heavy focus on customer service.