Article
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WARC Best Practice, October 2019
This article provides marketers with information about how to balance long-term and short-term strategies.
Article
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WARC Best Practice, September 2019
This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.
Article
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WARC Best Practice, April 2019
Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.
Article
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WARC Best Practice, February 2019
Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
HSBC, a banking brand, increased penetration and sign ups for its Visa Platinum credit card in Singapore by launching a social experiment film and targeted media that showed the importance of spending quality time with your family.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
The Movember Foundation, a charity that aims to tackle the biggest health issues faced by men, got men in New Zealand to talk about their mental health by creating an online survey, the Mensus, which gave them tailored messages to send to friends based on their answers.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Standard Chartered Bank, a banking brand, increased applications for its Simply Cash Visa Card in Hong Kong by launching an algorithm agent that provides personalised, targeted content based on the viewing habits of young consumers.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
KFC, a fast food restaurant brand, launched online pocket stores over Christmas on WeChat to encourage sales across China.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Otrivin, a decongestant spray brand, increased market share and engagement in India by creating a model that predicts cold and flu searches to allow for targeted marketing.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2019
Foxtel, a pay TV brand, created a game-changing campaign to encourage people to pay for a product they'd previously enjoyed for free in Australia.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
Hiroshima Oyster, an oyster producer, increased consumption of oysters among Japanese consumers by launching a local language dictation workbook for schools around the topic of oysters.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
Coca-Cola, the soft drinks brand, increased market share and brand love in China by launching an Augmented Reality (AR) experience on Baidu that connected young people through games and live maps.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Ovaltine, a brand of milk flavouring product, drove brand mentions and ROI in Vietnam by launching a brand battle between itself and its competitor, MILO, advocating for child happiness against MILO's competitive attitude.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
GU, a fashion brand and UNIQLO's sister brand, increased awareness and sales in China by featuring meaningful messages on its clothing labels to reunite consumers with their families during Chinese New Year.
Opinion
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Ervin Ha, November 2019
Pepsi is quitting the Indonesian market; YouGov's Ervin Ha looks at the reasons behind this decision and what can other soft drinks brands can learn.
Article
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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.
Case Study
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Best Media Innovation, Television, 2019
Vaseline, a hygiene and skincare brand, created content for TV shows in India to increase brand awareness during the peak season for body lotion sales.
Case Study
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Best Media Strategy, Consumer Products, Cosmetics, toiletries, personal hygiene, 2019
ITC’s Engage, the first deodorant brand that puts men and women on a par with one another, sought to increase category penetration beyond metros and move market share for the overall Engage portfolio in India.
Case Study
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Best Media Research/Analytics, Best Media Research using Proprietary Data, 2019
Vaseline, a hygiene and skincare brand, created an AI powered solution in India to reverse the decline in spontaneous awareness which reduced the 'problem to solution to implementation' cycle from three months to ten days.
Case Study
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Best Media Research/Analytics, Best Media Research using Proprietary Data, 2019
Flipkart, an online selling store, leads the e-commerce space in India, but Amazon, with its significantly larger media spend, started to close the gap, so Flipkart needed a smarter way to reach its core audience while maximizing ROI.
Case Study
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Best Integrated Campaign, Consumer Durables, 2019
Hero, the world's largest and most iconic two-wheeler company, used a multi-pronged strategy during Navratrato Diwali to arrest declining market share in India.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Miller Genuine Draft (MGD), a beer brand, increased sales and consumer engagement by launching a campaign that allowed South African consumers to order their packs of beer through a Facebook chatbot and have it delivered in the hour.
Case Study
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Best Media Strategy, Consumer Products, Others, 2019
Godrej Ezee, a liquid detergent brand that positions itself on providing care, launched Ezee Hugs, a campaign urging people in north India to share some warm Ezee Hugs by donating their old woollens to the needy.
