Walgreens, the pharmacy retail chain, offers an example of how brands can engage with consumers around potentially sensitive topics in an empathetic, and effective, way with its “Feel More Like You” campaign.
CVS Pharmacy, a subsidiary of the American retail and health care company CVS Health, encouraged women to feel more confident in who they are by using unaltered images in their marketing campaigns and around their stores.
Article•
Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019
Ulta Beauty, the retailer, has put diversity at the heart of its strategy, and made sure that it is focused on multicultural consumers across its operations.
Case Study•
Data and Marketing Association, Bronze, 2019
Specsavers, an optical retail chain, promoted its audiology service in the Uk by releasing a humorous door drop leaflet to relax consumers into talking about hearing problems.
As the pharmacy and retailer Boots faces headwinds from both sides of its business, its recently appointed CEO is exploring how the company can create a symbiosis between the two sides that is key to its future survival.
Gen Z may be the first generation of digital natives, but insight from AS Watson Group shows that in the beauty category they predominantly prefer in-store shopping.
Case Study•
Effie Worldwide, Bronze, North American Effies, 2019
Pearle Vision, a chain of eye care stores, created a campaign where every piece of creative demonstrated meaningful moments of care, to promote brand trust among US consumers.
Pharmaceutical companies will be required to include the list price of certain prescription drugs in television advertisements, in a move that the Trump administration believes will help drive down prices.
Big changes are coming at Boots, the venerable UK pharmacy and beauty chain, where new CEO Sebastian James is shaking things up in a business he feels has been held back by its heritage.
Sam Thomson of The Body Shop discusses CX, the role of the store, and a return to brand-building, as part of a series of interviews with CMOs for WARC’S Toolkit 2019 report.
Case Study•
MMA Smarties, Silver, South Africa, 2018
Dis-Chem, a pharmacists, used digital ads to promote its Winter Care Survival Guide in South Africa to ensure good health throughout the winter months.
Research Paper•
Pavi Gupta, Mick Hedberg, Vittorio Raimondi and David Exelby, ESOMAR, Congress, 2018
Johnson & Johnson Vision, an optical arm of the pharmaceutical company, leveraged data and intuition by applying control systems, engineering techniques and deep qualitative insights in its global Vision Care franchise.
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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