Online & mobile research

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Article • WARC Best Practice, February 2018

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

What we know about social listening and real time research

Article • WARC Best Practice, September 2017

This paper summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

What we know about mobile research

Article • WARC Best Practice, September 2017

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

How to gain insight from social listening

Article • Will McInnes, WARC Best Practice, July 2017

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Pizza Hut’s deep digital tests create new recipes for success

Article • Stephen Whiteside, Event Reports, TMRE 2018, October 2018

Pizza Hut, the quick-service restaurant chain, is using digital testing to make sure the new online tools and features it develops serve both consumers and its business.

Superior targeting and ROI drive in-app adspending

News • 18 October 2018

Media agencies and ad buyers see mobile as the most effective channel to reach and engage users, as well as deliver the best ROI, researchers have found.

NASCAR generates insights at speed

News • 18 October 2018

NASCAR, the racing series, is pursuing various innovative strategies as it seeks to generate consumer insights at the speed of the action as it develops on the track.

Child Focus: Closer than you think

Case Study • European Association of Communications Agencies, Gold, 2018

Child Focus, the Belgian centre for missing children, managed to increase the number of shares of missing child posters on social media by 387%, and a missing child was found and returned home safely.

Art Fund: How A Little Charity Grew Its Revenues And Saved More Art By Thinking Big

Case Study • European Association of Communications Agencies, Gold, 2018

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.

FPS Chancellery of the Prime Minister: Belgium – Uniquely Phenomenal

Case Study • European Association of Communications Agencies, Bronze, 2018

The FPS Chancellery of the Prime Minister, a federal public service in Belgium, listed 99 humorous reasons why Belgium is uniquely phenomenal to increase visits to the country.

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%.

Mucinex: #SuperSickMonday

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

Mucinex, a brand of cold and flu relief, nearly doubled top-of-mind awareness by leveraging facts around the Big Game to connect with its US audience in a humorous way.

Toyota: Toyota RAV4 Adventure Grade: Alleviating Fear Through Community

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, Product/Service, 2018

Toyota, an automotive brand, introduced its RAV4 SUV vehicle to African Americans by creating horror movie tropes to show that they are welcome in the outdoors.

Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.

How Nationwide found its voice and the difference that made

Case Study • Gethin James, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Nationwide, a building society, encouraged people to switch to its bank by creating a campaign that got regular people to tell their own stories, to show that Nationwide can help all of them.

A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

Case Study • Tom Roach, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Weetabix, a cereal brand, increased its sales and growth in its category by launching a TVC that reinforced an old, unused, but still powerful brand asset.

Suzuki Saturdays

Case Study • Rachel Courtney, Chris Herbert and Simon Harwood, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

Suzuki, an automotive brand, achieved sales growth and brand recognition in the UK by partnering with Ant and Dec's Saturday Night Takeaway.

Ella's Kitchen: Selling up doesn't mean selling out

Case Study • Clare Phayer, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Ella’s Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.

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.

Tesco: How 'Every Little Helps' helped to deliver one of the biggest turnarounds in UK retail history

Case Study • 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.

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.

Direct Line Group: They went short. We went long

Case Study • Carl Bratton, Ann Constantine and Nic Pietersma, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

Direct Line Group (DLG), a British insurance company, measured the impact of marketing in both the short and long term to provide a holistic view of how brand acquisition and investment influence consumers.

Prospan: The world's first cough predictor

Case Study • Luke Brown and Angela Smith, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Prospan, a kids natural cough remedy, created the world's first cough prediction algorithm to deliver a 27% increase in sales in a market that shrank by 8.5%.

Fleggaard: Crossing the Line

Case Study • 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.

How Lidl Ireland changed attitude to Ladies Gaelic Football by calling for serious support

Case Study • Sinead Cosgrove, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Lidl, a value supermarket, confronted the negative attitudes that prevailed around women in sport, which led to it becoming the most recalled sports sponsor in Ireland.

How Brands Can Make Smarter Decisions in Mobile Marketing: Strategies for Improved Media-Mix Effectiveness and Questions for Future Research

Research Paper • Vassilis Bakopoulos, John Baronello, and Rex Briggs, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 447-461

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.
Global Ad Trends: Mobile in focus

Data • James McDonald, WARC Data, November 2017

This report summarises the latest insights from WARC's Data platform.
L'Oréal mines social media for micro-trends in India, Indonesia and Thailand

Article • Low Lai Chow, Event Reports, QUAL360 APAC, October 2017

L'Oréal, the global cosmetics brands, has mined social media for micro-trends to inform product innovation in Asia's emerging markets.
Beer: The quest for a perfect beer and food combination using big data, algorithms and contextual consumer product testing (virtual reality)

Research Paper • Louise den Uijl, Marion Emorine, Sjoerd Koornstra, Maaike Hagen and Wim Hamaekers, ESOMAR, Congress, 2017

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.
How to gain insight from social listening

Article • Will McInnes, WARC Best Practice, July 2017

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.
Getting close to youth: Understanding millennials' themes of life to create Gen-Y-proof brands

Research Paper • Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen, ESOMAR, Qualitative, November 2014

This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.