Advertising best practice, evidence and insights

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2021

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

How the pandemic redefined Thailand’s automotive commerce

Opinion • Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, November 2021

Amid the pandemic and its impact on Thailand’s automotive industry, i-dac Bangkok’s Suchada Supakan explores the e-commerce opportunities for auto brands and charts the future of marketing for automotive commerce in the kingdom.

Volkswagen: Dealerships done digital

Case Study • Charles-Antoine Gélineau, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Car manufacturer, Volkswagen, adapted to the new COVID trading environment to reverse plummeting sales with its Virtual Showroom concept in Canada.

Social commerce 2021

Article • essence , Research on WARC, November 2021

A new report by Essence defines conversational commerce as the usage of apps such as WeChat and Facebook Messenger to communicate with customers in a “personal and direct environment”.

L'Oréal (Multiple brands): Fulling digital automation across brands and markets with e-retailer data

Case Study • Mads Bindseil, Camilla Gad Damkjaer, Kasper Zoffmann Jessen, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Personal care company L'Oréal used a bespoke AI to deliver increasingly efficient Facebook media investments across its brands in the Nordics and grew online sales across four markets.

Google Pay: How Google Pay outsmarted the giants

Case Study • Jaspreet Naurath, Deepankar Grover, Richa Kohli, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Digital wallet platform and online payment system Google Pay leveraged product data to drive media effectiveness and become the number-one UPI payments player in India.

A view from across the pond: How UK and US Black Friday compares

Opinion • Shruthi Chindalur, November 2021

Black Friday is now a shared event on both sides of the Atlantic but advertisers need to be aware of the differences that exist and to focus on what’s next, says Criteo’s Shruthi Chindalur.

Marketing trends for 2022: Social commerce and livestreaming

Article • Sooraj Thazhath Rayorath and Shivani Kulshrestha, WARC Exclusive, November 2021

Product and brand discovery on social media has been trending upwards for years and is now the first port of call for more Gen Z internet users than search engines.

The values-driven luxury consumer 2021

Article • Asia Outlook, Research on WARC, November 2021

Luxury lifestyle media and publisher of magazines Tatler Asia will be placing greater focus on topics with purpose following a survey to understand what people want from the media they consume.

Luxury sales to reach a new high of €283bn this year

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of global luxury goods sales between 2001 and 2021.

The dragon tail effect: Brand building in the age of convergence

Article • Sachin Sharma, WARC Exclusive, November 2021

As consumers spend more time on online channels engaging and transacting with brands, Facebook’s Sachin Sharma, Dhruv Chadha and Charibelle Abad discuss the role of performance advertising and its relationship with brand advertising within the overall marketing effort.

IRI topic: Understand me, don’t define me - Why the future of data holds the key to successful Gen Z brand marketing

Article • Jennifer Pelino and Lynne Gillis, WARC Exclusive, November 2021

In this article the authors question what the future of data might look like when the young people responsible for shaping it don’t want to be defined.

McDonald's: Macca's Monopoly - Playing to WIN!

Case Study • WARC Cases, November 2021

McDonald’s, a fast food restaurant chain, increased ROI after the coronavirus lockdown in Australia by dynamically serving prizes for its Monopoly game to encourage customers to play.

Pandemic-induced consumer behaviours are here to stay: Marketer’s Toolkit 2022

News • 12 November 2021

Fully 97% of marketers responding to a survey for the WARC Marketer’s Toolkit 2022 said they believe changes to consumer behaviour seen during the pandemic will impact strategies in 2022.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.

Consumers prefer online to in-store for product discovery

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of consumer preference for online and in-store product discovery.

What WPP is doing to tackle climate change

Article • Brian Carruthers, WARC Exclusive, Advertising Association’s Ad Net Zero conference, November 2021

The advertising world – brand owners, agencies, media companies – has a crucial role to play in tackling the climate crisis.

Snap’s Doug Frisbie: Why social commerce and augmented reality are a perfect match

Opinion • Alex Brownsell, November 2021

Doug Frisbie, VP – Global Business Marketing at social platform Snap Inc, spoke to WARC’s Alex Brownsell for Marketer’s Toolkit 2022 about augmented reality, the rise of social commerce, and why direct relationships with customers still matter. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

How brands can ace the social commerce game in Southeast Asia

Opinion • Sega Cheng, November 2021

The pandemic in the last year has only triggered the rise of social commerce and while lockdown restrictions are easing, social shopping in Southeast Asia is here to stay. Aided with its annual survey, AI solutions firm iKala says it is important for brands to offer top-notch customer experience to make the most of the available opportunities.

Beyond omnichannel retail to convergent commerce

Article • Alison Chaltas and Norrelle Goldring, WARC Exclusive, November 2021

Looks at how digital and physical environments are converging.

Convergent Commerce: Navigating the increasingly fragmented world of emerging channels and shoppable touchpoints

Article • Ipsos Views, WARC Best Practice, October 2021

While purchase channels and touchpoints are increasing, digital and physical environments are converging.

A Tale of Two Christmases: New research uncovers the consumer attitudes behind 2021’s festive season

Opinion • Branka Orosnjak, October 2021

This Christmas will be different – Branka Orosnjak, European Managing Partner of brand and consumer insight agency Hall & Partners, reveals two distinct consumer segments that marketers need to appeal to this festive season.

From omnichannel to omnipresence: Consumer sentiment data

Article • WARC Exclusive, Spotlight China, October 2021

Analyses data from ongoing surveys of Chinese consumers, provided by GWI.

On-demand retail in China: How JD.com and Dada accelerated omnichannel fulfilment

Article • Kelly Dawson and Mary Ma, WARC Exclusive, Spotlight China, October 2021

JD.com’s Kelly Dawson and Dada Group’s Mary Ma outline how end-to-end integration and partnership is key to success in China’s growing on-demand retail space.

Super Cute's: Super diapers – Wondershorts and Wonderskirts

Case Study • Akshay Appu, WARC Awards for Asian Strategy, 2021

Sanitary brand, Soothe Healthcare, used an online consumer acquisition-led approach to launch its Super Cute's nappies range in India.

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