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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.

Clear: Come Back Stronger

Case Study • Jasmine Lai, Adrian Adshade, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Anti-dandruff brand Clear partnered with mental health professionals in Southeast Asia to inspire engagement and help young people cope with the strain of lockdown.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Tahaab Rais, Yasmin Shehab, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Dove: Light hair for a light day

Case Study • Thanh Vo, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dove Demi, the shampoo brand, used hypertargeted outdoor media to put the product top of mind at key moments for its young female audience in Vietnam.

Pantene: BrA.I.ds of Strength

Case Study • Gilad Kat, WARC Media Awards, Grand Prix, Effective Use of Tech, 2020

Haircare brand Pantene launched a multimedia campaign to encourage women in Israel to donate hair for wigs for cancer sufferers.

Clear Men: AI31 – Hijacking Live Games

Case Study • Thanh Vo, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Bronze, Best Use of Data, 2020

Clear Men, the shampoo brand, used predictive AI technology to engage tuned-out young men in Vietnam.

Dove: The Quest to End Hair Discrimination

Case Study • Lauren Tuchalski, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Beauty brand Dove ran a multi-channel campaign, targeting the Black community, in the United States to attract signatures for a petition against hair discrimination and align itself with anti-racist activism.

Head & Shoulders: Say it Proud

Case Study • James Barnett, WARC Media Awards, Gold, Effective Channel Integration, 2020

Haircare brand Head & Shoulders ran a TV, digital and radio campaign based on popular mispronunciations of its name, gaining sales and market share in Indonesia.

Pantene: Suéltate El Pelo

Case Study • SABRE Awards, LATAM, Geographic, Gold, 2020

Pantene, a haircare brand, increased awareness of its Combing Creme products across Latin America by creating an unbranded pop song and music video that encouraged women to let their hair down.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Advertiser Profiles, October 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble.

John Frieda: Frizz Ease Weightless Wonder –Challenging haircare scepticism with breakthrough innovation

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

John Frieda, a haircare brand, promoted its brand of Frizz Ease products in the UK by launching a series of ads with diverse models and realistic before and after shots to show its products genuinely work.

L'Oréal Paris: Magic Retouch

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a beauty brand, cut through the hair colour category communication codes to make Magic Retouch, a root concealer, an essential ally in women's lives across Europe.

Pantene: Breakup Salon

Case Study • Owen Smith, WARC Prize for Asian Strategy, Silver, 2020

Hair care brand Pantene leveraged China's Singles' Day shopping event to get consumers' attention with their Breakup Salon brand experience.

P&G Shiksha: Shiksha-Bittu

Case Study • Dheeraj Sinha, Sneha Sadani, WARC Prize for Asian Strategy, Entrant, 2020

P&G India ran a campaign promoting its CSR programme Shiksha to grow purchase intent and brand awareness, and increase engagement and preference among consumers in the low-loyalty FMCG segment.

Clear Men: Clear Men Swipes All: Hijacking League of Legends

Case Study • Anh Nguyen Ha, Ha Tran, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Unilever-owned shampoo brand Clear Men engaged young males and drove sales in Vietnam by sponsorship of an eSports tournament.

Clear: Encouraging millennials to Come Back Stronger

Case Study • Jasmine Lai, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Clear, the anti-dandruff shampoo, helped people stay mentally fit during the COVID-19 pandemic with its 14-Day Resilience Programme in Singapore.

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.

Hair care in the US

Article • Euromonitor Strategy Briefings, June 2020

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Yasmin Shehab, Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Boost for beauty sector as Americans get glammed up during lockdown

News • 08 June 2020

US consumers splashed out billions of dollars during the country’s widespread lockdown to make sure they looked their best, according to data from research agency Nielsen.

Darling X LFW19

Case Study • SABRE Awards, Gold, Africa, 2020

Darling, a hair extensions brand, promoted its brand in Nigeria by becoming an official partner of Lagos Fashion Week.

Dove: The CROWN Act

Case Study • SABRE Awards, Gold, North America, 2020

Dove, a toiletries brand, co-founded the CROWN Coalition to expand legal projections for black women who choose to wear their natural hair texture to help stop discrimination in the workplace in the US.

Dove Hair: My Hair My Crown

Case Study • SABRE Awards, Gold, North America, 2020

Dove, a personal care brand, elevated Dove Hair's brand equity in the US through a product-agnostic campaign designed to spark a national dialogue around broadening the narrow definition of beautiful hair.

Unilever Clear: Abtal El Shawarea’ (Stars on the Streets)

Case Study • AME Awards, Silver, 2020

Clear, a shampoo brand, boosted brand favourability and awareness through a football-centred initiative in Egypt.

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: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

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.