Household & domestic

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Case Study • SABRE Awards, Gold, North America, Crisis management, 2016

ScottsMiracle-Gro (SMG), a marketer of lawn and garden products, increased customer satisfaction and sales by employing a campaign in the US that resolved complaints and claims from customers who had a bad experience with its fertilizer product.

Wyevale Garden Centres: Wyvale Garden Centres - Customer Journey

Case Study • Direct Marketing Association - UK, Gold 2015

This case study shows how The Garden Club, the loyalty club of Wyevale Garden Centres in the UK, used a survey to overhaul the customer journey leading to increased average spend.

Cheer it up! How Cuprinol added colour to the garden woodcare category

Case Study • Rob Ward, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.

toom: Der Zwergenprotest

Case Study • Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2012

German home and garden products retailer, toom Baumarkt, wanted to create awareness and drive sales of its garden products and garden planning services.

Focus DIY: Keep Britain Beautiful

Case Study • Direct Marketing Association - UK, Gold, 2011

To maximise sales at Easter, a key time for gardening products, the UK-based Focus DIY retail chain needed to stand out from the bigger players in the market.

Enlightened gardens - Innovation beyond the obvious

Research Paper • Ank van Ophoven, Pamela Pauwels and Jochum Stienstra, ESOMAR, Congress, Amsterdam, September 2011

Philips Lighting needed insights into garden needs with the potential to really make a change in the garden lights market and was therefore integral for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers, designers).

Lawn and Garden Tractors and Home Lawn and Garden Equipment (American Industry Overview)

Article • Gale American Industry Overviews, 2011

This paper provides an overview of the lawn and garden equipment industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Specialty Gardening (Emerging Industry Overview)

Article • Gale Emerging Industry Overviews, 2011

This paper provides an overview of the specialty gardening industry, primarily in the United States. This sector reflects a renewed interest in creating custom gardens in urban spaces, such as roof gardens, organic gardens, rock gardens designed to better the experience of city dwellers.

Husqvarna: Tactical campaign

Case Study • Institute of Advertising Practitioners in Ireland, Bronze, AdFx Awards, 2010

Liffey Distributors distributes forestry, park and garden products to businesses across the Irish Republic, including products from the Husqvarna brand.

Resolva 24H – Weed it and reap: How Resolva 24H took control of the weedkiller market

Case Study • Helen Davies and Peter Harris, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards 2009

This paper demonstrates how a limited budget, focussed on effective TV advertising, successfully launched Resolva 24H.

Terminix Seeing Is Believing

Case Study • Direct Marketing Association - US, Silver, ECHO Awards, 2009

Terminex needed to generate awareness of pest control in a market where enthusiasm was high for remodeling but low for ongoing maintenance.

Better Homes and Gardeners

Article • The Futures Company, Yankelovich MONITOR Minute, April 2008

Nearly half of all consumers say they either garden, or work in the yard, in their spare time for fun and enjoyment.

Scotts Miracle-Gro Company: Neighbor To Neighbor campaign

Case Study • Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 1481-1486

The Scotts Company, later to be named Scotts Miracle-Gro Company, had been a leading manufacturer of lawn-and garden-care products since 1868.

Roundup Weedkiller - Making a killing. How advertising delivers profits for Roundup Weedkiller

Case Study • Guy Abrahams and Kate Williams, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2005

In 2002, Monsanto launched a new campaign for their weed-killer, Roundup. While other brands pussyfooted around the subject, BLM’s ads were straight talking.

Roundup Weedkiller - How Roundup Conquered the Weedkiller Market

Case Study • Guy Abrahams and Kate Williams, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2004

This case tells how in two years, Roundup attained dominance in the weedkiller market, and went from a failing outsider to market leader.

Weedol - Looking on the Bright Side of Death

Case Study • Alex Huzzey, Account Planning Group - (UK), Silver, Creative Planning Awards 2003

TV campaign for Weedol weedkiller, based on the insight that for gardeners, zapping weeds (which they hate) is enjoyable.

Flowers & Plants Association

Case Study • Nikki Crumpton, Account Planning Group - (UK), Silver, Creative Planning Awards, 2001

Campaign for the Flowers and Plants Association, to persuade people (especially women) of the value of buying flowers more regularly than for limited special occasions.

Monsanto: Talking Weeds

Case Study • Effie Worldwide, Effie Awards, 1999

Although this brand enjoyed 60% of the market the objectives of the campaign were to increase both sales and awareness.

Gardena: growing a brand against new customers

Case Study • Steven Hastings, Account Planning Group - (UK), Creative Planning Awards, 1995

Gardena is Europe's largest manufacturer of gardening equipment. While it has a huge share in Germany and a healthy share in continental Europe, in the UK it is substantially smaller than the leading brand, Hozelock.

The launch of Roundup weedkiller

Case Study • Jon McKie, The Communications Council, Silver, Advertising Effectiveness Awards, 1994

Roundup was launched in September with limited distribution, limited ranging and at a 40% premium compared to the market leader.

Westwood Tractors: Increased Sales and Brandshare from Increased Advertising Spin-Offs

Case Study • Michael Deane, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1990

1989 small budget campaign for Westwood Tractors. Direct response advertising 1986-8 had produced market share growth from 30% to 45%.

Fertiliser Manufacturers Association: Spreading the Truth - Successfully

Case Study • Robert Chalk, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1990

Fertiliser manufacturers have been blamed for being environmentally uncaring. This campaign for the FMA (fertiliser Manufacturers Association, the trade association) defended the industry by presenting a balanced case.

'Green Science' from Schering Agriculture

Case Study • David Hill, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1988

1986 corporate campaign which turned Schering, a previously unknown company, into the acknowledged leader in the crop protection market.

PEDIGREE Child Replacement Programme

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the PEDIGREE Child Replacement Program, which targeted the parents of children who have left their home in New Zealand.
What is the optimum amount of targeted advertising?

Article • Matthew Mee, Nigel Shardlow and James Allen, Admap Magazine, April 2018, pp. 10-12

Compares performance of targeted advertising vs. broadcast in the men’s razors and laundry detergents categories.
Ariel: Dads #ShareTheLoad

Case Study • Rajat Mendhi, Manisha Sain, The WARC Prize for Asian Strategy, Shortlisted, 2017

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.
IKEA UK: Working together to bring the wonderful everyday to life

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.
Ariel Share The Load: A social movement to remove the cultural stain of gender inequality

Case Study • Cannes Creative Lions, Gold, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.
Ariel: Share the load

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2016

This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.