Seasonal & occasion marketing

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What we know about seasonal and occasion marketing

Article • 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.

What we know about Super Bowl advertising

Article • 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.

Green Giant Sparks National Debate by Naming Broccoli as America’s Favorite Vegetable

Case Study • SABRE Awards, North America, Food, Gold, 2019

Green Giant, a brand of frozen and canned vegetables, increased awareness of its brand’s product range in the US by revealing the results of a survey into the nation’s favourite vegetable through a news-style press release.

Nescafé: University Pride

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Coffee brand Nescafé used TV, digital, outdoor and on-pack design to promote its single-serve Nescafé 3-in-1, following currency devaluation in Egypt.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

EGBank: The Chronicles of Oufa and Mint

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Banking brand EGBank established its own startup incubator to grow its affinity with young people in Egypt and get them to open accounts.

Babyshop: Al Umobuwah – Putting 'Mum' into 'Parenthood'

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.

Fiat Chrysler's ad 'blitz' strategy

News • 22 April 2019

Fiat Chrysler Automotive, the carmaker, boosted three of its brands using a “blitz” advertising strategy that was timed to coincide with the Super Bowl, but did not involve spots that actually ran during the big game itself.

How Jeep tapped into patriotism to build its brand

News • 17 April 2019

Jeep, the car brand owned by Fiat Chrysler, has revealed how it tapped into patriotism in a positive way, steering clear of political controversy, with its “More Than Just Words” ad.

Starbucks: Starbucks & Social – How Starbucks created the fourth place in coffee culture

Case Study • Rachael Lake, Matthew Philip, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Starbucks, the coffee company and coffee house chain, ran a social media campaign that successfully drove sustainable, long-term growth in the UK market.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

Paytm Gold: India’s Digital Locker

Case Study • Kush Anand, Jitender Dabas, WARC Awards, Shortlisted, Effective Innovation, 2019

Paytm, a digital wallet, used a gold investment programme to build the reputation of digital payments in India.

Snickers: Hunger-Free Airlines

Case Study • Jenny L Hanghal, Katy Guan, WARC Awards, Shortlisted, Effective Innovation, 2019

Confectionery brand Snickers partnered with one of China's biggest domestic carriers, China Eastern Airlines, to develop hunger-free flights and grow market share.

Beko: The D-Remote

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Innovation, 2019

Manufacturer Beko used online video, influencer marketing, PR and a specially created TV remote control to improve its brand relevance with men and increase sales of its smart TVs in Turkey.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Awards, Shortlisted, Effective Innovation, 2019

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

Why Fiat Chrysler waited a year to air its most powerful Jeep ad

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Jeep, an auto brand owned by Fiat Chrysler Automotive, ran a powerful spot based around the national anthem, a strategy that required considerable nuance from conception to execution.

How Fiat Chrysler played a different kind of game for a Super Bowl win

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Fiat Chrysler Automotive, the car giant, found an effective way of communicating in different ways about three of its brands without saturating or confusing consumers.

Star Plus: Nayi Soch (New Thinking)

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, Publications & Media, 2018

Star Plus, India’s biggest entertainment channel, used its huge roster of entertainment, advertising and sponsorship to promote the message of gender equality to millions of households in India.

How a strong Christmas campaign can build brand salience throughout the year

Article • Graham Page, WARC Best Practice, March 2019

Uncovers which advertisers and approaches were most successful in engaging consumers during the 2018 Christmas period, based on research from Kantar Millward Brown.

How the Super Bowl drove effectiveness for Tourism Australia

Opinion • Hillary Fink, March 2019

For the launch of the 2019 Media Strategy Report, Droga5's Hillary Fink explains why the Super Bowl was so critical to the success of an undeniably Australian campaign, Tourism Australia's Dundee.

Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Ogilvy takes proactive approach to Kumbh Mela

News • 06 March 2019

Ogilvy India used this year’s Kumbha Mela – the world’s largest religious gathering – as a vehicle to generate creative marketing campaigns for a number of its clients’ brands.

Advertising repetition: How it impacts emotions, cognitions and ultimately increases purchase intention

Research Paper • Jennifer L. Burton, Jan Gollins, Linda McNeely and Danielle Wallis, Admap, March 2019

Examines the link between advertising repetition and consumers’ purchase intentions, calling into question current advertising practices that suggest that anything more than 10 exposures is excessive.

When advertising isn't

Opinion • Faris Yakob, February 2019

At this year's Super Bowl, Faris Yakob observed a strange form of marketing competition between Coca-Cola and Pepsi.

Advertising repetition: How it impacts emotions, cognitions and ultimately increases purchase intention

Research Paper • Jennifer L. Burton, Jan Gollins, Linda McNeely and Danielle Wallis, Admap Magazine, March 2019

Examines the link between advertising repetition and consumers’ purchase intentions, calling into question current advertising practices that suggest that anything more than 10 exposures is excessive.
What we know about seasonal and occasion marketing

Article • 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.
What we know about Super Bowl advertising

Article • 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.
Mars Wrigley finds new insights for marketing on big occasions

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.
Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
Global Ad Trends: OOH in focus

Article • James McDonald, WARC Data, February 2018
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
- Successful brands allocate 13% of their media budgets to OOH.
- Out of home CPM is routinely lower than the all media average.
- Out of home accounts for 8% of global display adspend.
- Digital's share of global out of home adspend is expected to rise to 45% by 2021.
- A blended schedule can achieve the benefits of digital impacts with affordable reach.
- Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.