Cottonelle, a toilet roll brand, launched a worldwide campaign to change the way consumers thought and behaved, strengthen the brand's premium position, and increase positive perceptions.
Oreo UK, a biscuit brand owned by Mondelez International, used humour to connect with people in the UK during the COVID-19 pandemic by launching The Playful Network.
Samsung, an electronics brand, launched a segmented campaign that used wellbeing ambitions to encouraged UK consumers to buy the Galaxy Watch3 and use it to make healthy lifestyle changes.
The Commonwealth War Graves Commission (CWGC), an intergovernmental organisation, launched a geo-targeting campaign to make the plight of victims of war more personal in the UK.
Lakeland, a chain of kitchenware stores, increased incremental revenue for year two of its myLakeland Club scheme by developing new behaviour-driven segments that featured different variations of content and offers.
McDonald's, a fast food restaurant chain, increased order frequency in its app in the UK by creating an algorithm-led campaign that served new product suggestions for customers.
McDonald's, a quick service restaurant, encouraged consumers in the UK to use the My McDonald's app more frequently by helping them to familiarise themselves with the app.
Jaguar Land Rover, an automotive brand, launched a direct mail pack to prospects in the UK that featured stickers and fold-out landscapes to promote the customisable features of its New Defender car.
Moleskine, a manufacturer and product designer, increased online orders on its website in the UK by redesigning its website with a simplified homepage and personalised features to set it apart from third-party platforms.
Land Rover, an automotive brand, increased orders of its new Land Rover Discovery model in the UK by launching a Famous Five-style direct mailpack that showed families the adventures they could enjoy with the car, especially after COVID-19 lockdowns.
Jaguar Land Rover, an automotive brand, increased sales of its New Defender model in the UK by launching an innovative direct mailpack with a 45-degree angle perspective to reflect the angles the new vehicle could drive at.
Expedia, an online travel shopping company, improved engagement rates with its customers in the UK by launching monthly rewards updates and a dashboard to help them track their progress.
Yili, a dairy brand, launched a campaign in China in partnership with Xioami, a technology company that produced smart watches, to create the Yili Smart Vending Machine.
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James Fox, WARC Exclusive, November 2021
The year 2022 will see the move from big data ad targeting to consent-driven personalisation, and there will be an increasing shift of focus for brands all along the supply chain to bring consumer learnings in-house to power strategic decision making.
