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Fitbit: Future of Fit

Case Study • SABRE Awards, IN2, North America, Best in Online/Virtual Events, 2021

Fitbit, a consumer electronics company, launched a campaign five months into the COVID-19 pandemic to show the media, and consumers, how Fitbit could help everyone's overall health, particularly in such difficult times.

Jewellery ad pulled in India after social media storm

News • 14 October 2020

The decision to pull a jewellery ad from all platforms after a massive social media backlash and threats of a brand boycott has opened a heated debate in India about the minefield that inclusive and purpose-led advertising can prove to be.

Three details on Amazon Halo illuminate the giant’s theory of success

News • 13 October 2020

With the launch of Amazon’s Halo, a health-focussed wearable, the first-party-data-fuelled company is setting up to disrupt healthcare – but the early steps it is taking with its new product reveal key lessons about the company.

Amazon Halo: healthcare’s Trojan horse

Opinion • Sam Peña-Taylor, September 2020

With the announcement of a new health-tracking device, Halo, Amazon takes a step in the direction of probably the most disruptable marketplace, healthcare.

Samsonite: #KeralaIsOpen

Case Study • Arun Raman, Mitali Bakhai, WARC Awards for Asian Strategy, Entrant, 2020

Samsonite ran a social media and influencer-led campaign in India to drive tourism to Kerala after it was devastated by floods, and to build brand love.

Understanding consumer perceptions of luxury brands

Research Paper • Jenni Romaniuk and Ava Huang, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 546-560

Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers' perceptual responses about non-luxury brands extend to luxury brands.

Swatch Group (personal accessories)

Article • Euromonitor Advertiser Profiles, July 2020

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Swatch.

COVID-19 brings long-term gains in Spanish online shopping

Data • Rob Clapp, WARC Data Points (Curated), July 2020

An overview of shopping online by product category in Spain before and after the novel coronavirus (COVID-19) outbreak.

COVID-19 fails to drive long-term e-commerce growth in Japan

Data • Rob Clapp, WARC Data Points (Curated), July 2020

An overview of shopping online by product category in Japan before and after the novel coronavirus (COVID-19) outbreak.

Over half of Indian consumers will shop online after COVID-19

Data • Rob Clapp, WARC Data Points (Curated), July 2020

An overview of shopping online by product category in India before and after the novel coronavirus (COVID-19) outbreak.

Titan Watches: Create Your Moment

Case Study • Anaika Jaggarow, WARC Prize for MENA Strategy, Entrant, 2020

Watchmaker Titan used crowdsourcing to create a campaign supported by influencer marketing and digital media to enhance brand awareness and boost sales in the UAE, Saudi Arabia and Bahrain.

LGBTQ imagery in advertising: How viewers’ political ideology shapes their emotional response to gender and sexuality in advertisements

Research Paper • Gavin Northey, Rebecca Dolan, Jane Etheridge, Felix Septianto, and Patrick van Esch, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 222-236

Gender is many things to many people. It is at once uniting and divisive.

Hot Octopuss: Show Stigma the Finger

Case Study • SABRE Awards, Gold, North America, 2020

Hot Octopuss, a sex toy brand, increased awareness and launched its new finger toy in the US by creating Show Stigma The Finger, a campaign that used activists to highlight stigmas stopping women from achieving sexual fulfilment.

US, Personal accessories Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points (Curated), May 2020

An overview of advertising as a percentage of sales in the personal accessories sector in the United States since 2007.

NaRaYa: NaRaYa 30th Anniversary

Case Study • Monchai Visuttinont, Nittaya Chanruechai, Krisda Chamchuen, WARC Awards, Entrant, Effective Content Strategy, 2020

NaRaYa launched a campaign focused on 'taking pride in quality' to promote brand awareness and increase sales of NaRaYa bags in Thailand.

The household as a wellbeing world: Trends and opportunities

Article • Euromonitor Strategy Briefings, February 2020

Looks at why the household is becoming an epicentre for wellness activities and what areas offer opportunities.

Food and drink ramps up TV advertising in India during COVID-19

Data • Rob Clapp, WARC Data Points (Curated), April 2020

An overview of TV advertising volume and audience by sector in India during the novel coronavirus (COVID-19) outbreak.

Consumer spending on wearables to top $50bn next year

Data • Rob Clapp, WARC Data Points (Curated), November 2019

An overview of global consumer spend on wearable devices between 2018 and 2021.

American Tourister goes all the way on social media to become Hard To Let Go

Case Study • MMA Smarties, Bronze, India, 2019

American Tourister, a luggage brand, increased awareness of its new range of luggage bags, the Curio, in India by launching a social influencer campaign that featured mobile-led content.

Tanishq Goes Real to Virtual to woo consumers

Case Study • MMA Smarties, Gold, India, 2019

Tanishq, a jewellery brand, launched a virtual store in collaboration with selfie app Beauty Plus, whereby users could 'try on' its new jewellery ranges via selfies, to increase awareness across India.

Samsonite India: Kerala Is Open

Case Study • MMA Smarties, Gold, India, 2019

Samsonite India, a luggage brand, launched a social campaign to get Indian consumers to visit Kerala after tourism suffered a huge hit due to heavy flooding.

Global spending on wearables will reach $52bn in 2020

News • 01 November 2019

Apple has revealed that Q4 sales in its wearables division rose 54% year-on-year to $6.

Customer lifetime value key for Dagne Dover

News • 17 September 2019

Dagne Dover, the direct-to-consumer handbag and accessories manufacturer, believes customer lifetime value is a powerful metric in guiding its strategy in multiple areas.

How analytics and benchmarks shape Dagne Dover’s strategy

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2019

Dagne Dover, the direct-to-consumer handbag and accessories brand, is using analytics and benchmarking to help guide its strategy.

Senco Gold and Diamonds: Jewellery beyond gender

Case Study • SABRE Awards, Asia-Pacific, Multicultural Marketing, Gold, 2019

Senco Gold and Diamonds, an online jewellery company, organised a fashion show that featured transgender people to promote the narrative of inclusivity in India during pride month.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
What’s working in clothing and apparel

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the clothing and apparel industry.
Where and how consumers shop in fashion and luxury goods

Article • Euromonitor Strategy Briefings, December 2020

Looks at the state of play in fashion and luxury, including the impact of COVID-19, crisis-driven changes and survival strategies.
Nike CEO: ‘These are times when strong brands get stronger’

Article • Anna Hamill, WARC Exclusive, January 2021

Nike, the global sportswear brand, is leaning into e-commerce and an exclusive membership programme to boost sales and customer retention.