Retail

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Mountain Dew, Visioncare and Nickelodeon meet millennials in the ’90s

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, April 2018

Nickelodeon, the kids-focused media brand, has successfully connected with millennials through appealing to their sense of nostalgia.

YouGov Ad of the month Australia: Chemist Warehouse

Opinion • BrandIndex, June 2018

This month, Chemist Warehouse is the brand which has achieved the biggest uplift in its Ad Awareness in Australia, according to YouGov’s BrandIndex Ad Awareness score.

Matsumoto Kiyoshi Holdings: End Embarrassment

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

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Cannabis branding needs work

News • 30 May 2018

NEW YORK: With Canada in the process of legalizing recreational cannabis use and the medical cannabis market in the US projected to be worth almost $20bn by 2024, the growing number of brands in this category need to consider their marketing ...

Walgreens builds love and loyalty

News • 17 April 2018

CHICAGO: Walgreens, the drugstore chain, is seeking to become the “most-loved” player in its category, with an emphasis on enhancing its business and driving customer loyalty.

Beyond numbers: How Colgate-Palmolive used CRM to help identify key in-store touchpoints

Research Paper • Christian Abramson, ESOMAR, Latin America, 2018

Colgate-Palmolive Company, a consumer products company, used customer relationship management (CRM) to identify strategic in-store touchpoints in Brazil.

Walgreens’ brand reinvention helps drive business transformation

Article • Mary Connors, Event Reports, P2P Summit, March 2018

Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.

Great Clips Campaign 2017

Case Study • Direct Marketing Association - US, Silver, Retail and Direct Sales, 2017

Great Clips, a hair salon franchise, implemented the 'Journey 121' program customer strategy in the US to improve customers' frequency of visits to its salons.

CVS Health: Last Pack

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

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Ulta Beauty: First Haircut

Case Study • Effie Worldwide, Silver, North America Effies, 2017

This case study explains how Ulta Beauty, a cosmetics and salon brand with a longstanding partnership with the Breast Cancer Research Foundation (BCRF), created the 'First Haircut' campaign in the US to help survivors of breast cancer achieve self-reclamation and raise awareness for the cause.

Pearle Vision: Can Thinking Small Win Big?

Case Study • Effie Worldwide, Bronze, North America Effies, 2017

This case study describes how Pearle Vision, an eye care store chain, improved its perception in the US and Canada by providing eye care on a local level.

Boots Opticians: Zookeeper Zoe eye check storybook

Case Study • SABRE Awards, Gold, EMEA, UK Mid Budget, 2017

Boots Opticians used a story book, promoted via PR, digital ads and in-store communications, to help parents identify when their children needed a sight test, and increased children’s sight tests by 11% in the UK.

SOpharmacy

Case Study • Design Business Association, Silver, 2017

This case study details how Sopharma Trading, a pharmaceutical company, successfully trialled a retail pharmacy outlet under the new brand SOpharmacy in Bulgaria.

Dr.Max Bonus Card Benefits

Case Study • Integrated Marketing Communications Council Europe, Silver, 2016

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.

CVS Health wins risk/reward gamble in purpose-driven marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2016

This event report outlines how CVS Health, the retailer, has injected its brand with a defining sense of purpose.

Synoptik: Synoptik Street Test

Case Study • Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2016

This case study explains how Synoptik, a chain of opticians in Denmark, created a simple eye test to encourage people to book full appointments.

HRA Pharma: Only if I want

Case Study • SABRE Awards, Gold, EMEA, Consumer health, 2016

EllaOne, a pharmaceutical brand, increased market share by addressing sexual empowerment and education through a digital and social media educational campaign in Germany.

CVS: Cigarettes Out. Health In.

Case Study • Case Studies on WARC, 2016

This case study details how CVS Health, a retail pharmacy and health care company, increased its brand reputation in the US by advertising its removal of tobacco products from its shelves.

Developing the Boots Christmas TV ad using facial coding

Article • John Habershon, Admap, January 2016, pp. 14-15

This article discusses how the development of the Christmas advert for Boots, the high street retailer and chemist, used facial coding techniques to identify emotional reactions to verbal narratives.

From less than festive to Christmas grotto: How a sprinkling of insight magic helped deliver growth for Boots UK at Christmas

Case Study • MRS Awards, Finalist, December 2015

This case study explains how Boots, a pharmacy chain, employed insight that influenced decisions and helped deliver growth for Boots UK at Christmas.

Build mission-based shopping experiences

Article • Phil Gault, Admap, December 2015, pp. 28-29

This article offers advice to brands on creating memorable and useful shopping experiences.

Well: Pharmacy rebrand door drop

Case Study • Direct Marketing Association - UK, Silver 2015

This case study describes how the rebranded Well pharmacies in the UK maintained name recognition and consumer loyalty by using door drops.

Luxottica: The most important story you will ever read to your child

Case Study • The Communications Council, Gold, Australian Effie Awards, 2015

This case study explains how OPSM, an Australian opticians chain, used a story book to increase numbers of children's eye tests.

Luxottica: Penny the Pirate

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Luxottica brand OPSM challenged brand leader Specsavers in Australia by encouraging mothers to get their children to have regular eye tests.

DOMYOS: Taichiphop

Case Study • Marie-Julie Lorenzo, WARC Prize for Social Strategy, Entrant, 2015

This case study describes how French fitness brand Domyos was launched in China by hybridizing a streetdance style and a slow-motion martial art.

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.
The gift that keeps on giving: The story of the strategic thinking behind the John Lewis Christmas campaign

Case Study • Martin Beverley, David Golding, Les Binet and David Bratt, Account Planning Group (UK), Gold, 2017

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
E-commerce in 2017: How brands are going direct-to-consumer

Article • WARC Trends, Toolkit 2017

This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.
The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

Case Study • Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
What we know about e-commerce and social commerce

Article • WARC Best Practice, July 2017

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.