Pizza Hut, the quick-service restaurant chain, is using digital testing to ensure that changes to its online hub make the right impression on consumers from a behavioral and attitudinal perspective alike.
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.
Chris Toumazis, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018
The National Citizen Service (NCS), a voluntary personal and social development programme in the UK, encouraged more year 11s than ever to sign up by launching a campaign with YouTube influencers and NCS participants.
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.
SABRE Awards, Diamond, APAC, Superior Achievement in Research and Planning, 2018
Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".
Melanie Revilla and Carlos Ochoa, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 352-365
Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
The Ad Council, a non-profit organisation, created a new emoji which not only raised awareness of the issue of bullying in the US, but also gave parents and teens alike the tool to confront bullying and identify it.
Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2018
SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.
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.
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.
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.
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