Africa

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Cracking the Congealing Data Privacy Code: A client’s perspective on the impact of privacy on the need for agility in market research within the financial services industry

Research Paper • Kudzai Guvi, ESOMAR, Congress, 2018

Standard Bank, a financial services group, used a mixed-method approach to discover how privacy legislative challenges are affecting market research clients and agencies in South Africa.

Shoprite: Checkers Win a Car

Case Study • MMA Smarties, Finalist, Global, 2018

ShopRite, a supermarket retailer, successfully replaced its paper-based entry mechanism with a mobile entry in South Africa by promoting the change across various media channels.

Iziko Museums of South Africa: The Slave Calendar and the Iziko Slave Museum – How a simple calendar touched the lives of 33.7 million people

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

The Iziko Museums of South Africa, a group of museums, created an oversized calendar to celebrate and remember the stories of enslaved family members of South African citizens, in order to increase visitor numbers.

Absolut Vodka: One Source

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Libresse Panty Liners: Vagina Varsity

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Libresse, a brand of feminine hygiene products, increased value share by launching Vagina Varsity, an email campaign that taught women in South Africa about their reproductive health.

Dimension Data: Connected Conservation - We believe our children deserve a world in which animals roam free

Case Study • Marketing Society UK, Excellence Awards, Winner, 2018

Dimension Data, a company specialising in information technology services, launched an integrated marketing programme in South Africa to spread awareness of its Connected Conservation programme, aimed at stopping rhino poaching.

AXE Find Your Magic

Case Study • SABRE Awards, Gold, Marketing To Consumers (Existing Product), Africa, 2018

AXE, a male grooming products brand, launched the Find Your Magic campaign in South Africa to convince male consumers that it was an on-trend brand, whilst educating them on the products' fragrance and functionality.

Shell South Africa: Emotion tracking and driver behaviour research

Case Study • SABRE Awards, Gold, Technology, Africa, 2018

Shell, an integrated energy company, raised awareness of its new fuels formulation by conducting the Shell Global Driving Experiment in South Africa.

Bryte Insurance Company

Case Study • SABRE Awards, Gold, Financial And Professional Services, Africa, 2018

Bryte Insurance Company, a merger of insurance company Zurich South Africa and its Botswana counterpart, launched a brand event to unveil its new branding to employees and customers.

KFC Black Fried Day

Case Study • SABRE Awards, Gold, Social Media Campaign, Africa, 2018

KFC, a fast food chain, launched a personalised Black Friday campaign, #KFCBlackFriedDay, to increase brand love in South Africa.

LUX #WeAreMore

Case Study • SABRE Awards, Gold, Integrated Marketing, Africa, 2018

LUX, a women's beauty brand, launched the #WeAreMore campaign in South Africa to inspire women and shift brand perception to be a women's brand.

Doggy Day with Guinness World Records and dotsure.co.za

Case Study • SABRE Awards, Gold, Special Event/Sponsorship, Africa, 2018

Dotsure.co.za, an insurance brand, broke a Guinness World Record in order to promote its pet insurance package in South Africa.

Bryte Insurance Company Ltd: Reputation management by Instinctif Partners

Case Study • SABRE Awards, Gold, Superior Achievement In Reputation Management, Africa, 2018

Zurich, a global insurer, launched a campaign in South Africa to rebrand the business and reconnect with stakeholders.

Rouge: New Era Sessions

Case Study • SABRE Awards, Gold, Southern Africa, Africa, 2018

Instinctif Partners, an international business communications consultancy, launched a campaign in South Africa to shape a new narrative around female MCs.

PAUL South Africa: Celebrating five generations of French art de vivre

Case Study • SABRE Awards, Gold, Marketing To Consumers (New Product), Africa, 2018

PAUL, a French-style café, launched a campaign to rebrand itself as an up-market French experience and stand apart from other international launches in South Africa.

Pfizer: Life Uncensored

Case Study • SABRE Awards, Platinum Sabre Award For Best In Show, Africa, and Diamond Sabre for Measurement and Evaluation, EMEA, 2018

Pfizer, a pharmaceutical company, launched Life Uncensored, a campaign in South Africa to provide a safe source of credible information to a digital audience.

Sage (Africa & Middle East region): Sage Budget Speech 2017

Case Study • SABRE Awards, Gold, Financial Communications, Africa, 2018

Sage, a software and solutions business, launched a campaign in South Africa to help small businesses understand the South African Budget Speech, released once a year.

Institute of Directors Southern Africa: Reputation research to take the IoDSA's reputation to the next level

Case Study • SABRE Awards, Gold, Superior Achievement In Measurement And Evaluation, Africa, 2018

The Institute of Directors Southern Africa (IoDSA), a non-profit representing directors and professionals charged with corporate governance and governance in their individual capacities, launched a campaign in South Africa to build its reputation.

The Johannesburg Stock Exchange: JSE investment challenge 2017

Case Study • SABRE Awards, Gold, Corporate Social Responsibility, Africa, 2018

The Johannesburg Stock Exchange (JSE), the largest stock exchange in Africa, launched a campaign in South Africa to publicise its Investment Challenge to increase the number of university students and high school learners entering the competition.

Siemens South Africa: Siemens AirDrop

Case Study • SABRE Awards, Gold, Cause-Related Marketing, Africa, 2018

Siemens, an industrial manufacturing company, launched the AirDrop Initiative campaign in South Africa to increase brand awareness and generate positive brand sentiment.

Using interaction networks to map communities on Twitter

Research Paper • Kyle Findlay and Ockert Janse van Rensburg, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 169-189

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

How Cape Town is singing to save water

News • 22 February 2018

CAPE TOWN: Facing the worst drought in a century, Cape Town has developed an innovative campaign with popular music artists to encourage people to spend less time in the shower by compressing some of the country’s favourite songs.

McDonald's: Bringing back the Big Tasty

Case Study • Candice Shortt, Jason Gird, WARC Media Awards, Entrant, Effective Channel Integration, 2017

Fast food giant McDonald's captured the hearts of South African consumers by reintroducing the much-loved Big Tasty burger.

Keep calm and carry on: How to manage a social media crisis

Article • Michael Oelschig, Market Leader, Quarter 1, 2018, pp. 42-45

Social media crises are an increasingly common issue and can be managed by dividing the response into four key stages.

McDelivery: Location targeting

Case Study • Gary Rice, WARC Media Awards, Shortlisted, Best Use of Data, 2017

After the launch of its delivery service in South Africa, McDonald's maximised its delivery operations collaborating with Google Search.

The State of the Industry: Mobile marketing in EMEA 2018

Article • WARC Data, August 2018

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
David Sheldrick Wildlife Trust: Hello in Elephant – Helping save the species by saving the endangered language

Case Study • Matt Simms, WARC Awards, Gold, Effective Innovation, 2018

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.
Shell: Best Day of My Life

Case Study • Case Studies on WARC, 2016

Shell successfully positioned itself as a pioneer in future energy solutions in the UK, USA, China, Nigeria and Brazil, with a range of content showcasing some of its brighter ideas in action.
Keep calm and carry on: How to manage a social media crisis

Article • Michael Oelschig, Market Leader, Quarter 1, 2018, pp. 42-45

Social media crises are an increasingly common issue and can be managed by dividing the response into four key stages.
Jumia Party Kenya: Online drinks delivery service

Case Study • Allen Kambuni, Kenneth Kiguru, Jonah Otieno and Maryanne Montet, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017

Pernod Ricard Kenya and Jumia Food partnered to launch beverage delivery service Jumia Party.
Barbie: Imagine The Possibilities

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.