Challenger brands

530 results found

Sort by

Chando: Reshoot Graduation Photo Campaign

Case Study • WARC Cases, 2020

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

Lexus UX: Unbeaten Paths – Small Business Drive

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.

Yellowbrick: How Bospar Helped Yellowbrick Clap Back!

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021

Yellowbrick Data, a database company, launched a comeback campaign on LinkedIn after IBM targeted them in one of its posts.

What marketers can learn from the 2020 IPA Effectiveness Awards

News • 04 February 2021

At a time when the need to justify marketing spend is more pressing than ever, an analysis of the winning case studies from the 2020 IPA Effectiveness Awards highlights how marketers can link their work to business success.

Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Structures, agency partnerships and talent: how challenger brands can supercharge growth

Article • Mel Arrow, WARC Exclusive, January, 2021

For high-growth challenger brands, getting the right structures in place alongside agency partnerships and a smart talent strategy will set the foundations of long-term growth.

Tommee Tippee: Nipplevision

Case Study • DMA (UK), Gold, 2020

Tommee Tippee, a feeding bottle and childcare brand, launched its campaign Nipplevision: a baby bottle campaign that showed parents what they could do rather than telling them what they should do.

No brand is too big for innovation: How big brands can compete with niche offerings

Article • Rob Sellers & Dulcie Omonubi, WARC Exclusive, January, 2021

As niche offerings and challenger brands capture emerging demographics, can the mass market brand compete with innovation?

Apply challenger thinking

Opinion • John Harrison, December 2020

Multinational organisations including Heinz and Diageo are adopting challenger behaviour for their brands to grow, writes BBH’s John Harrison.

Warrior Energy Drink: Get your head back into the game

Case Study • MMA Smarties, Gold, APAC, 2020

Warrior, an energy drink brand, launched its campaign Get Your Head Back in the Game to appeal to gamers in Vietnam.

Tata Altroz: A car that sells itself

Case Study • MMA Smarties, Bronze, APAC, 2020

Tata Altroz, an automobile brand, used a voice-based chatbot to establish itself as a challenger brand in India.

ViettelPay: ‘Make Tết Easy Again” with ViettelPay

Case Study • MMA Smarties, Gold, APAC, 2020

Viettelpay, a mobile payment app, relaunched the brand in Vietnam in the runup to Tết the Lunar New Year, to educate people about its services and promote the app.

Tri Indonesia: Ramadhan campaign

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

L'OR: Big Coffee Day

Case Study • Louise Løbner Malmborg, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Coffee brand L'OR partnered cinema chain Nordisk Film Biografer to drive awareness and sales of its Nespresso-compatible capsules in Denmark via a scented cinema ad and on- and offline activities.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

Butterfinger: Game Better with Butterfinger

Case Study • Nicole Voorburg, TJ Kelly, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Confectionery bar Butterfinger grew sales and appealed to younger consumers in the US through a gaming partnership and redemption scheme with Final Fantasy VII.

Blueair: The Indoor-Pollution Alert System

Case Study • Anupama Basu, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Unilever created a digital mobile-first campaign based around an indoor Pollution Alert System to launch its air purifier brand, Blueair in the New Delhi market in India.

SuperNAN: Super Relatable

Case Study • MMA Smarties, Silver, X (Global), 2020

SuperNAN, an infant milk formula brand specialising in allergies, drove sales and raised awareness of allergy prevention in China.

ViettelPay: Make Tet easy again – challenge accepted!

Case Study • MMA Smarties, Bronze, X (Global), 2020

Viettelpay, a mobile payment app, relaunched the brand in the runup to Tết, the Lunar New Year in Vietnam, to educate people about its services and promote the app.

Biofreeze: Pain is Coming

Case Study • Ben Nilsen, WARC Media Awards, Entrant, Best Use of Data, 2020

Topical analgesic brand Biofreeze used a data-driven digital and TV strategy to target Everyday Maximisers during exercise and grow usage and sales in North America.

SuperNAN: Super Relatable

Case Study • Nicholas Short, Benjamin Short, Shekhar Khanna, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Infant milk formula brand SuperNAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

Tenzing: how a small brand is thinking big

Article • Brian Carruthers, Event Reports, MAD//Anywhere, November 2020

Tenzing Natural Energy is an energy drink with a different proposition from the big players in the market.

ALDI Good Different Phase 2: Questioning the cult of loyalty

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

ALDI, a supermarket, revealed the false benefits of loyalty programmes and increased revenue with its Pointless Points campaign in Australia.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Confused.com: Confused to Clarity

Case Study • Nick Bateman, Chris Ponting, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Confused.com, the price comparison website, rediscovered its challenger mentality to increase its market share and revenue in the UK.

Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
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.
Asian Strategy Report: Lessons from the 2019 WARC Prize for Asian Strategy

Article • WARC Exclusive, November 2019

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2019.
The challenger’s guide to finding opportunity out of volatility

Article • Nick Geoghegan, WARC Exclusive, May 2020

Nick Geoghegan shares lessons from challenger brands on how to thrive during recessions and hardships - organisations must be a little more Netflix and a little less Blockbuster as we sail into this storm.
Finding our X: A strategic framework for collaboration

Article • Adam Morgan, Admap Magazine, November 2019, pp. 0-0

A central strategic capability of key war strategists from Genghis Khan to Winston Churchill is the ability to form alliances and coalitions.
What direct-to-consumer challenger brands know that you don't

Article • Nick Geoghegan, WARC Webinars, June 2019

Discusses several key behaviours that allow DTC challengers to compete with the market leader and win.