Retail

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How Parachute landed in the middle of the direct-brand revolution

Article • Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2019

Parachute Home, a direct-to-consumer brand in the bedding and bathroom space, has aimed to build consumer connections that are based on deep relationships.

IKEA: The Wonderful Everyday

Rankings • WARC Effective 100, 2019

IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.

IKEA: IKEA Pee Ad

Rankings • WARC Creative 100, 2019

IKEA, the furniture retailer, targeted expectant families in an interactive print advert that doubled as a pregnancy test in Sweden.

IKEA: The IKEA Human Catalogue

Rankings • WARC Creative 100, 2019

IKEA, the furniture retail brand, had a girl memorise its catalogue content in Singapore to generate buzz and create a PR vehicle for the IKEA catalogue launch.

Ikea tests furniture sales on third-party websites

News • 15 February 2019

Ikea, the world’s largest furniture retailer, is finalising details on its first test of selling on third-party e-commerce sites, such as Amazon or China’s Alibaba, as part of a wider transformation plan.

Flatpack to package deal – IKEA's new business model

News • 05 February 2019

IKEA is to trial leasing products instead of just selling them – a concept the company hopes will lead to the leasing of everything from office desks to kitchen units for the home.

Wayfair gets “scrappy” about research

Article • Reed Karaim, Event Reports, TMRE, October 2018

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

IKEA Life at Home Report 2017 International research by C Space

Research Paper • MRS Awards, Winner, MRS Award for International Research, 2018

IKEA, a furniture retailer, broke three norms when conducting global research to create its Life at Home Report.

Campaign Tracking Comes of Age: delivering continuous creative enhancement for Officeworks

Research Paper • MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2018

Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.

How Kravet restyled its business-to-business e-commerce strategy

Article • Mary Connors, Event Reports, B2B Next, September 2018

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

IKEA's Way of E-com

Case Study • MMA Smarties, Finalist, Turkey, 2018

IKEA, the furniture retailer, increased sales on mobile by hosting mobile-only promotions to its consumers in different cities across Turkey.

Bolia.com: No One Lives Like You: Shifting the Meaning of Home

Case Study • European Association of Communications Agencies, Bronze, 2018

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Bolia.com: Never Waste a Good Crisis: Leveraging Financial Chaos as a Growth Catalyst

Case Study • European Association of Communications Agencies, Finalist, 2018

Mini stores: IKEA's strategy to reach half the world's population

News • 15 October 2018

The first IKEA city-centre “Planning Studio” has opened in London, marking a new approach for the Swedish retailer, famous for its flatpacks and out-of-town warehouse-sized stores.

Turning DFS from a value brand into a brand that people value

Case Study • Aileen Ross, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

DFS, a furniture brand, explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

Bolia.com: Individual Expressionism - leveraging art and fashion to drive growth

Case Study • Lars Samuelsen and Hannah Portner, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Bolia.com, a Danish furniture retailer, increased positivity towards its brand reputation in Denmark by launching ads that mimicked the communication of high fashion.

IKEA: The Wonderful Everyday

Case Study • Kieran Bradshaw, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.

Domus Leuchten & Möbel AG: HOUSE PARTY AT THE WEHRLE'S

Case Study • Direct Marketing Association - US, Runner Up, 2018

Domus Leuchten und Möbel AG, a designer furniture store, increased sales at its new store opening in Switzerland by replacing the furniture of three famous brothers with its own and inviting their followers to a house party.

IKEA: Oddly IKEA

Case Study • Direct Marketing Association - US, Gold, 2018

IKEA, a furniture retailer, connected with US college students and cut through the usual clutter of back-to-school marketing to deliver an ad inspired by the phenomenon of autonomous sensory meridian response, a tingling sensation prompted by certain sounds. The campaign garnered 88 million organic impressions.

YouGov Ad of the month - USA: Staples

Opinion • BrandIndex, September 2018

This month, Staples is the brand which has achieved the biggest uplift in its Ad Awareness in the USA.

How Officeworks outsmarted the competition over the back-to-school season

Case Study • The Communications Council, Silver, Australian Effie Awards, 2018

Officeworks, an office supplies store chain, increased sales and brand sentiment in Australia by launching an emotive video campaign that showed parents that shopping at Officeworks was the smart thing to do.

How Officeworks made bigger things happen

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2018

Officeworks, an office supplies retailer, stimulated sales growth in Australia by changing its brand strategy from a value retailer to one that promotes creativity and achieving aspirations.

Profit Ability: The business case for advertising - Sector analysis

Article • Ebiquity, 2018

This report pulls together the findings of a study into the short- and long-term effects of advertising, and breaks them down for three specific sectors: FMCG, Retail and Financial Services.

IKEA: Changing perceptions through immersive content

Case Study • Sinead O’Connor, Orlagh Bailey, WARC Awards, Entrant, Effective Content Strategy, 2018

Furniture brand IKEA created a TV lifestyle programme to change perceptions of the brand and drive e-commerce in Ireland.

IKEA's response to Balenciaga

Case Study • Johan Bello, Rebecka Hoffmann, WARC Awards, Entrant, Effective Social Strategy, 2018

IKEA, the housewares retail chain, used social media and PR to share a humorous message and engage with people around the world.

What we know about e-commerce and social commerce

Article • WARC Best Practice, January 2019

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
What's working in supermarkets and grocery

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the supermarkets and grocery category.
McDonald's: Full-heart support for Gaokao

Case Study • Hans Lopez-Vito, Angela Gao, WARC Awards, Grand Prix, Effective Social Strategy, and Path-to-Purchase Special Award, 2018

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.