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The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Dove Deos: Dry Serum mobile campaign

Case Study • Oscar Maalihan, Rhouel Rallos, Sujay Ray, Jeffrey Ng, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dove Deodorants ran an interactive mobile ad campaign in the Philippines to educate its target audience of upwardly mobile urban women about its new dry serum deodorant product and drive sales.

Axe: Stay Fresh With Music

Case Study • Oscar Maalihan, WARC Media Awards, Entrant, Best Use of Data, 2020

Axe Deodorants identified music as a passion point and partnered with Spotify in the Philippines to run a targeted digital campaign for its new Ice Chill variant; its 18-24-year-old male target audience streams over two hours of music a day.

ARF research finds brand loyalty remains robust

News • 17 August 2020

Brand loyalty has largely proved robust over the last decade in a trio of packaged-goods categories, according to the early results of a study being conducted by the Advertising Research Foundation (ARF), the industry body.

How Bevel builds an authentic grooming brand for Black men

News • 11 August 2020

Bevel, a grooming brand made by Walker & Co.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

Unilever South Africa - Shield: Sbonis’Idiski

Case Study • SABRE Awards, Platinum Finalist, Africa, 2020

Shield, a deodorant brand, launched PR events that discussed the state of football development in South Africa to increase relevance for the brand and its soccer sponsorship.

Unilever South Africa - Dove: 100 Colours of Africa

Case Study • SABRE Awards, Gold, Africa, 2020

Dove, a skincare brand, launched a bespoke 100-colour fabric to celebrate the colourful continent of Africa and promote its Dove Invisible Dry deodorant.

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Case Study • Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.

Axe: Boca vs. River, the Match of the Century

Case Study • Tatiana Moizo, Carolina Sarlo, Patricio Shilton, Vanesa García, Ornella Carricarte, WARC Awards, Entrant, Effective Social Strategy, 2020

Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.

AXE: Lollapalooza 2019

Case Study • Guilherme Aquilante, Verusca Casciano, Gabriela Amato, Carolina Buzetto, WARC Awards, Entrant, Effective Social Strategy, 2020

Antiperspirant body spray brand AXE looked to Lollapalooza for the launch of a social-powered campaign that would boost engagement with its target audience in Brazil.

Rexona: Move Yang Betul

Case Study • Mochammad Iqbal, WARC Awards, Entrant, Effective Social Strategy, 2020

Deodorant brand Rexona used a hyper-adaptive creative solution to leverage its partnership with the English Premier League and improve brand awareness in Malaysia.

Old Spice: The Man Who Lost His Job Because He Had a “Map”

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Old Spice, an American brand of male grooming products, increased brand awareness and growth in Colombia by launching a video campaign that showed how its products could end embarrassing sweat marks.

Competitor strategies in beauty and personal care

Article • Euromonitor Advertiser Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

Secret Deodorant (Procter & Gamble): Secret x USWNT – Equal Work, Equal Sweat, Equal Pay

Case Study • SABRE Awards, IN2, North America, Best in Brand Purpose, 2020

Secret Deodorant, a deodorant brand produced by P&G, pledged money to the US Women's soccer team to join them in their fight for equal pay to highlight its purpose to support strong, modern women.

AXE: Artificial intelligence and targeting real deoderant shoppers

Case Study • Barsegyan Lilita, Ksenia Zazulova , WARC Media Awards, Entrant, Effective Use of Tech, 2019

Male personal care brand Axe used AI in Russia to retarget its ads and communicate with the real deodorant shoppers.

Axe: Starladder 2018

Case Study • Filatov Dmitriy, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Axe, the leading deodorant brand in Russia, created a branded online shop to increase sales via e-commerce.

Axe: Boca vs. River, the Match of the Century

Case Study • Patricio Shilton, Ornella Carricarte, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2019

Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.

Rexona: Silverpush Sports Sync

Case Study • Oscar Maalihan, Jeff Ng, Abhishek Gupta, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Rexona Men, the deodorant brand, launched a cross-screen campaign to leverage its association with basketball and highlight the brand's functional benefits to male audiences in the Philippines.

Rexona Clincal: 2019 Business Impact

Case Study • Kate O'Loughlin, Dixie Garcia, Kathryn Furnari, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Deodorant brand Rexona used precision targeting to reach heavy sweaters in Australia and smash sales targets.

Rexona: Movement for Movement

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2019

Deodorant and antiperspirant brand Rexona used a multifaceted digital strategy to launch an app that solved mobility challenges for disabled people in Indonesia under its Movement for Movement campaign.

AXE: Level Up

Case Study • MMA Smarties, Bronze, South Africa, 2019

AXE, a male grooming products brand, increased sales in South Africa by launching a gamified ad on Instagram Stories that allowed consumers to level-up their deodorant effect.

Natura Cosméticos SA (Toiletries & Cosmetics)

Article • Euromonitor Advertiser Profiles, October 2019

This Company Profile from Euromonitor provides key details and analysis of Natura Cosméticos SA.

Rexona: World Cup 2018

Case Study • MMA Smarties, Gold, EMEA, 2019

Rexona, a deodorant brand, increased brand awareness among male consumers by developing a social media campaign in Spain that took advantage of a world football tournament event to showcase its product's effectiveness.

Axe: Mard Ban yaar

Case Study • Emvies, Bronze, 2019

Axe, a deodorant brand, encouraged Indian men to break stereotypes at a youth festival by getting them to write common struggles and stereotypes on clay pots before smashing them.

Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.