Article
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WARC Best Practice, January 2019
This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.
Article
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WARC Best Practice, January 2019
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
News
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19 November 2019
Sales on Flipkart and Amazon during the 15-day October festival period in India fell short of the $5bn analysts had expected, according to RedSeer Consulting, but the e-commerce giants each performed strongly in certain areas.
Case Study
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Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Laundry brand Omo launched a one-day, data-driven digital and social execution to build relevance for a new product variant on Mother's Day in Vietnam.
News
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18 November 2019
There are just nine days to go until the Black Friday shopping extravaganza gets underway on Friday November 29th and, while the event is expected to be as busy as ever, several hundred clothing brands are calling on consumers to not take part.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
KFC, a fast food restaurant brand, launched online pocket stores over Christmas on WeChat to encourage sales across China.
News
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15 November 2019
Chinese e-commerce giant Alibaba generated sales worth 268.5bn yuan ($38.4bn) during its annual Singles Day global shopping festival, but behind the headline figure comes the news that more than one million orders were placed and paid through voice ...
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
GU, a fashion brand and UNIQLO's sister brand, increased awareness and sales in China by featuring meaningful messages on its clothing labels to reunite consumers with their families during Chinese New Year.
Article
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Research on WARC, November 2019
This GroupM report recaps the pre-sale, warm-up and breakout periods of key e-commerce players in China like Tmall and JD, who are seeking market growth from new users, new categories, new consumption occasions, and new content.
Article
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Jenny Chan, WARC Exclusive, November 2019
Singles' Day 2019, akin to Cyber Monday or Black Friday in the US, has raked in more cash in the bank than 2018 and hit US$38.4 billion in gross merchandise volume worldwide, though the GMV number doesn't tell the complete story.
News
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12 November 2019
As another record-breaking Singles Day unfolded Monday – sales on Tmall alone hit 10 billion yuan in little over 90 seconds – three environmental NGOs have highlighted the issue of the packaging waste generated by such events.
Case Study
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Best Integrated Campaign, Consumer Durables, 2019
Hero, the world's largest and most iconic two-wheeler company, used a multi-pronged strategy during Navratrato Diwali to arrest declining market share in India.
Case Study
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Best Media Innovation, Ambient Media, 2019
News
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07 November 2019
Black Friday remains the most significant pre-Christmas shopping occasion in Europe, and as more shopping activity moves online, stores can learn from how retailers in China have responded to the evolution of Singles Day.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Mirinda, a soft-drinks brand, increased sales and consumer awareness through the use of a music video-led campaign that sought to unite opposing Vietnamese consumers over a glass of soda.
Case Study
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Best Media Innovation, Digital, Search, 2019
Hero MotoCorp, a motorbike brand, improved consideration in India by partnering with key search engines to create a microsite which showed its superiority against its competitor within search results.
Case Study
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MMA Smarties, Silver, North America, 2019
Fast-food brand McDonald’s created an in-app promotion, based on scannable QR codes, to drive sales and engagement by leveraging Halloween in the US.
Opinion
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Allison Zhang, November 2019
Marketing during Singles Day is becoming more and more challenging. Allison Zhang compiles a list of the major changes from last year.
News
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05 November 2019
As Western brands look to China for growth, there are signs that, for US brands at least, this year’s Singles’ Day event may be a disappointment as shopper sentiment is affected by the US-China trade war.
News
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30 October 2019
Twitter claims to have become an increasingly important channel for brands in India to engage with shoppers during the festive season, according to the platform’s analysis of data and campaigns over the past five years.
News
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25 October 2019
Consumers in India have said better rewards would encourage more frequent usage of digital payments, according to a new online study conducted by YouGov and ACI Worldwide.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Visa, a financial services company, launched a Christmas film in the UK that connected emotionally with consumers by encouraging them to visit their local high street retailers.
News
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17 October 2019
Panda Express, the quick-service restaurant chain, is tapping into the power of its origins story as a means of engaging and educating consumers, while simultaneously building its brand.
Case Study
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Account Planning Group - (UK), Silver, 2019
Greenpeace, a non-governmental organisation, used a young, animated orangutan to turn a wall of ignorance around palm oil into front page news through an emotional film in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
BBC One, a TV channel, increased its emotional connection with audiences in the UK by focusing on the idea of ‘oneness’.
