Article•
Stephen Whiteside, WARC COVID-19 Series, April 2020
Herman Miller, the furniture company, is seeking to adapt to new demands as the COVID-19 pandemic transforms its business-to-consumer and business-to-business opportunities.
Williams-Sonoma, a retailer that plays in categories likes home furnishings and kitchenware, believes that prior efforts to strengthen its in-house advertising capabilities are helping it to react at speed to COVID-19.
Article•
Stephen Whiteside, WARC COVID-19 Series, March 2020
Williams-Sonoma, a retail group active in the furniture, homewares and appliances categories, is aiming to evolve as COVID-19 transforms the demand pattern in these industries.
Officeworks, a chain of office supplies stores, engaged business owners in Australia by inventing a new word – EOFYTHING – to demonstrate its tax-deductible opportunities.
IKEA has started selling its products on Alibaba’s Chinese e-commerce platform Tmall, marking the first time the furniture retailer has sold through a third party.
Aaron Haynes, strategy partner, Vizeum explains how IKEA’s customer segmentation fuelled a long-term comms strategy that delivered over £800m in incremental revenue.
The influencer marketing industry is losing its authenticity, and brands need to engage with content creators differently to build enduring relationships, according to one DTC brand that now tries to avoid using the word influencer internally.
Case Study•
Data and Marketing Association, Bronze, 2019
IKEA, a furniture retailer, found a new audience to engage with in the UK by building a behavioural model that identified customers who most needed storage and tidying tips.
Case Study•
Data and Marketing Association, Gold, 2019
IKEA, a furniture retailer, highlighted its commitment to be a leading sustainable brand by launching the £0 Lagom Collection in the UK, which encouraged people to upgrade old items instead of buying new ones.
Case Study•
Data and Marketing Association, Gold, 2019
IKEA, a furniture retail company, increased usage of its sofa planning tool by launching a downloadable, usable font built from 38 different sofa configurations.
Koçtaş, a home improvement brand, increased conversion in Turkey by creating targeted campaigns on social using data collection and analysis from Oracle Technology and Google Doubleclick Bid Manager.
IKEA, the Swedish furniture brand, successfully opened its first store in Hyderabad, India, through a comprehensive media strategy and crisis management skills.
IKEA, the furniture retailer, is planning more city centre stores and planning studios as its experiment with smaller retail formats has succeeded in attracting consumers and boosting online sales.
Case Study•
Ashik Ashokan, Ekaluck Charanvas, Ponghatai Sreesing, Panchalit Petchwarathorn, WARC Prize for Asian Strategy, Entrant, 2019
Furniture brand SB created a multichannel campaign based on the Fifty Shades of Grey film franchise to sell its SBDS design services to audiences in Thailand.
Case Study•
Siddhartha Dutt, WARC Prize for Asian Strategy, Silver, 2019
Swedish furniture retailer IKEA successfully ran a local campaign that drove footfall to its new Hyderabad store, capitalising on the expanding furniture market in India.
Case Study•
The Communications Council, Bronze, Australian Effie Awards, 2019
Officeworks, a chain of office supplies stores, engaged business owners in Australia by inventing a new word – EOFYTHING – to demonstrate its tax-deductible opportunities.
A business focused on the wrong narrative and metrics, with marketing teams operating in silos, left little option but to “blow the whole thing up [and] start over”, according to the CMO of New Zealand retailer The Warehouse Group.
This report summarises the latest research from WARC's Data platform, with a focus on new net advertising investment data by product category, which are exclusive to WARC Data clients from 1st October. Key findings include:
Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
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.
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