Behavioural insight

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What we know about gamification as a research method

Article • WARC Best Practice, March 2018

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

What we know about consumer decision making

Article • WARC Best Practice, August 2017

This article looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

How to use behavioural science to build new habits

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

What we know about behavioural economics

Article • WARC Best Practice, July 2017

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Sarah Whitehead, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Virgin Trains, the British trains operator, increased journey numbers with a data-driven, targeted campaign using TV, radio and DOOH.

Michelob Ultra: Making Michelob Ultra famous in eight weeks

Case Study • Yuridia Ruiz, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Beer brand Michelob used an influencer strategy to grow awareness and sales in Mexico.

How emotional and informational ads perform in print

News • 09 November 2018

Emotional print ads are typically more persuasive than informational appeals, except when the goal is to highlight a brand’s unique selling proposition, according to a study published in the Journal of Advertising Research (JAR).

Kellogg's Muesli: India's first food gym

Case Study • Preeti Mascarenhas, Aditi Dalal, WARC Prize for Asian Strategy, Entrant, 2018

Cereal brand Kellogg's Muesli used an app-based campaign in India to drive trial and gain top-of-mind status in the cereal category.

ExxonMobil: Business transformation through creatively using and integrating data

Case Study • Khalid Raheel, Pragya Ghai, WARC Prize for Asian Strategy, Entrant, 2018

ExxonMobil, the oil and gas multinational, increased sales of its lubricant products in Indonesia by changing the way it approached independent workshops.

The Hong Kong Jockey Club: Striding On

Case Study • James Wong, Christopher Lui, Nicky Chan, WARC Prize for Asian Strategy, Entrant, 2018

Leading charity donor the Hong Kong Jockey Club used digital media to generate interest in its platform and promote health and fitness.

Injecting Emotion into Campaign Effectiveness: How the BBC found a way to turn the emotional impact of branded content into a campaign metric

Research Paper • Hamish McPharlin, ESOMAR, Congress, 2018

The British Broadcasting Corporation (BBC) researched the emotional impact of content marketing and how that can be used as a campaign metric.

Blindfolded, Describing an Elephant: Why you need multiple implicit tools to tackle real world questions

Research Paper • Leigh Caldwell, ESOMAR, Congress, 2018

The research team for an energy drink company addressed the concepts around the nonconscious drivers of consumption by creating a model of the UK consumer’s mind and how the different parts of it collaborate to achieve the consumer’s goals.

Phillips 66: A Full Tank of Gas and Half a Pack of Cigarettes

Case Study • Jay Chiat Strategic Excellence Awards, Silver, Regional strategy, 2018

Phillips 66, a multinational energy company, created different ads for its three US regional audiences which helped to boost sales by as much as 45%.

Time to Change: One Small Act for One Big Outcome

Case Study • Amelia Priddis, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Time to Change, a movement created by mental health charities Mind and Rethink Mental Illness, raised awareness for mental health support among men in the UK by launching a multimedia campaign.

Helping a new generation find where they belong in the British Army

Case Study • Matthew Waksman and Rob Fullerton-Batten, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

St John Ambulance: Teaching an audience too afraid to learn

Case Study • Flo Robertson and Lilli English, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

St John's Ambulance, a charity that provides first aid education, delivered important information to its UK audience in a lighthearted way, which led to 56 babies receiving vital first aid.

Sport England: This Girl Can - Giving judgement the finger (& inspiring millions of women to get active)

Case Study • Vicki Holgate, Laura Pirkis and Matthew Scott, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Sport England, a UK government agency, increased the number of women exercising due to its campaign which helped women feel more confident exercising.

Baileys: A radical brand turnaround story with extra sprinkles

Case Study • Katie Mackay-Sinclair, Jack Farrelly and John Thomson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Baileys, a brand of cream liqueur, repositioned itself into the world of 'real adult treats' and reversed downwards trending sales.

parodontax: Selling an oral care oxymoron - Toothpaste for gums

Case Study • Jeremy Poole, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

Parodontax, a toothpaste brand known as Corsodyl in the UK, increased brand sales by releasing a creative film that taught people to take gum disease more seriously.

McDonald's: How 10 years of building trust built the bottom line

Case Study • Max Keane, Mike Treharne and Emily Somers, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

McDonald's, a fast food chain, rebuilt trust in its brand in the UK by launching a series of TVCs that showed how its food contained no added ingredients.

Ad Council: Save the Food - Phase Two

Case Study • Direct Marketing Association - US, Runner Up, 2018

Ad Council, a nonprofit organization, stuck to its media strategy of relevant ads by creating specific and targeted solutions to the food wastage problem in the US, achieving $86m in donated media support.

Ford Trucks of Brazil: Safe Cap

Case Study • Direct Marketing Association - US, Gold, 2018

Ford Trucks, an automotive brand, enhanced its customers’ experience in Brazil by launching a technological safe cap that alerts drivers when they start to get tired.

Reliance General Insurance: #HoliNotHooliganism

Case Study • Direct Marketing Association - US, Runner Up, 2018

Reliance General Insurance, an Indian insurance company, addressed the issue of sexual violence against women during Holi celebrations which led to over 70 million impressions in just 3 days.

Rhode Island Blood Center: Help "Someone Else"

Case Study • Direct Marketing Association - US, Silver, 2018

Rhode Island Blood Center (RIBC), a blood donation center in the US, put a name and face to 'someone else' to illustrate the importance of becoming a blood donor.

Food Allergy Research & Education (FARE): Even a Trace Can Be Deadly

Case Study • Direct Marketing Association - US, Runner Up, 2018

Food Allergy Research & Education (FARE), a non-profit dedicated to food allergy awareness, successfully spread its message of the dangers of allergies in its Deadly Food Allergies campaign in the US.

How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
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.
An examination of ad length: 15 vs. 30 secs

Article • Michael Sankey and Ken Roberts, Admap Magazine, March 2018, pp. 10-12

Reveals that 15-second ads may well be as effective as their extended counterparts and outlines several practical applications for marketers.
What we know about consumer decision making

Article • WARC Best Practice, August 2017

This article looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.
How to use behavioural science to build new habits

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.