Social media has been a part of media plans for a long time, but accurately measuring how it affects not only the overall communications effectiveness but the bottom line has proved extremely difficult.
European Association of Communications Agencies, Finalist, 2018
Edeka, a German supermarket chain, triggered a huge, international press echo, engagement and awareness when it removed all the non-German products from a supermarket to demonstrate the loss when national diversity is missing.
Simon Gregory and James Parnum, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018
Tesco, a supermarket chain, increased customer's perception of the brand as helpful and good quality in the UK by reconnecting with its Every Little Helps message through TVCs that showed its helpful initiatives.
Darren Hawkins and Jamie Peate, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018
Aldi, a value supermarket, persuaded British shoppers to visit more often by reappraising Aldi as a credible store for top-up shopping and raising overall shopper frequency from 19.1 to 19.8 visits per year.
Lars Samuelsen and Patrick Poulsen, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018
Fleggaard, a Danish supermarket chain convinced the Danish public to shop across the border in Germany by showing them the price difference between shopping in Fleggaard compared with other Danish supermarkets.
SABRE Awards, Gold, APAC, Employee Communications, 2018
METRO, an international retail company, got 80% of employees in China following the WeChat Enterprise Account (WEA), which allowed them to receive information in real time, improved work efficiency and the quality of work life.
SYDNEY: A recruitment campaign for the Australian Defence Force has won the Grand Effie in the 2018 Effie Awards Australia, while the award for the year’s most effective advertiser went to the supermarket Aldi.
The Communications Council, Effective Advertiser Award, Australian Effie Awards, 2018
Aldi, a supermarket brand, encouraged new consumers in Australia to shop at Aldi by launching a campaign that put its sceptics through challenges to prove that Aldi delivers both quality and affordability.
Sangkil Moon, Moon Young Kang, Young Han Bae, Charles D Bodkin, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 380-393
Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.
NEW YORK: Brands hoping to drive consumer interest using endcaps, the display space given to products at the ends of a retail aisle, may benefit from focusing on the back of the store, according to a paper in the Journal of Advertising Research ...
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.