Advertising best practice, evidence and insights

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the laundry products category.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Profiles, December 2018

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Georgia-Pacific analyzes shopper habits from the bathroom to the center store

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

Georgia-Pacific, the paper products company, has tapped the power of shopper information to gain an in-depth understanding of consumers.

Omo: OMO Beacons

Case Study • MMA Smarties, Finalist, LATAM, 2018

Omo, a laundry products brand, created a targeting campaign in supermarkets in Chile that sent messages to consumers' phones when they were in specific aisles to increase sales of its products.

Ala: Ala Life Stains

Case Study • MMA Smarties, Gold, LATAM, 2018

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Pilot: Selling a new kind of pen through a location-based strategy

Case Study • MMA Smarties, Finalist, LATAM, 2018

Pilot, the pen manufacturer, used location technology to deliver ads to shoppers in Brazil.

IKEA: Using the power of "chat" to uncover consumer needs around the world

Research Paper • MRS Awards, Finalist, MRS Award for International Research

IKEA, a furniture retailer, combined all the different survey data streams from test countries Japan, Saudi Arabia and the UK to discover the impact that in-the-moment experience has on future share of wallet.

Güd: Millennial Dogs

Case Study • MMA Smarties, Best in show, LATAM, 2018

Güd, a dog food brand, achieved 67 million impressions on social media, raising awareness of the brand in Brazil.

Breeze: Real-time multiscreen sync

Case Study • Loren Saguil, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Breeze, a laundry detergent brand in the Philippines, leveraged its audience's penchant for second-screening in the launch of its new variant, Rose Gold Perfume.

OMO: Less screen time, more play time

Case Study • Thuy Luong, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and out of home advertising.

Smart Data Works: Delivering ideas for product improvement and shopper understanding

Research Paper • Nikolai Reynolds, Stefan Maas and Robert Wiggall, ESOMAR, Fusion, 2018

Mars Petcare, a pet food and animal care brand, cut through non-relevant data to better understand its shoppers' needs in the UK.

Nippon Pylox: If you can dream it, you can Pylox it

Case Study • Chan Su Ling, Nichelle Ng, WARC Media Awards, Silver, Best Use of Data, 2018

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

P&G Indonesia: Creating a Song for Forgiveness this Ramadan

Case Study • Mala Ilmalana, Sharan Sood, WARC Prize for Asian Strategy, Entrant, 2018

P&G, the manufacturer of family, personal and household care products, produced a song at Ramadan to increase share across all categories in Indonesia.

Harpic: Toilets On-Demand

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize for Asian Strategy, Entrant, 2018

Toilet cleaner brand Harpic used location-based technology in India to solve a long-standing social dilemma.

Odonil: How to identify an uncivilised home

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize for Asian Strategy, Entrant, 2018

Odonil, an air freshener brand, increased sales in India by making odour an issue of etiquette.

Ariel: How clean won over flower power

Case Study • Hesperus Mak, WARC Prize for Asian Strategy, Entrant, 2018

Laundry detergent brand Ariel used a 360 campaign in the Philippines to successfully break the spell of fragrance, which had become the new normal in a category about clean.

Boysen: Boysen Girls

Case Study • RJ Paculan, Ryan Caidic, John Ed De Vera, WARC Prize for Asian Strategy, Entrant, 2018

Paint brand Boysen employed an integrated campaign in the Philippines to raise awareness in a low-involvement category.

Ariel: #Juanwash

Case Study • Hesperus Mak, WARC Prize for Asian Strategy, Entrant, 2018

Laundry detergent brand Ariel used an innovative campaign in the Philippines to change the perception of its Power Gel as an irrelevant choice and secure future growth.

P&G: Shiksha – Your everyday brand choices can educate the country

Case Study • Sneha Kanukolanu, WARC Prize for Asian Strategy, Entrant, 2018

P&G, the consumer goods giant, reframed its existing education CSR programme in India to appeal to consumers who considered social issues when choosing brands.

Breeze: Field Good Trip

Case Study • Diday Alcudia, WARC Prize for Asian Strategy, Entrant, 2018

Laundry brand Breeze used digital video to target mums in the Philippines, breaking through advertising clutter and boosting market share.

Calla: Fresh Mo Girl

Case Study • Bryan Siy, Issa Ignacio, Paolo Broma, WARC Prize for Asian Strategy, Entrant, 2018

Detergent brand Calla used a celebrity endorsement campaign to raise awareness of its offer and increase market share in the Philippines.

The megabrands: The top 100 FMCG brands worldwide

Article • Euromonitor Strategy Briefings, October 2018

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Sunlight: The Mekong Connection

Case Study • MMA Smarties, Grand Prix, Vietnam, 2018

Sunlight, a dishwashing brand, used hyper-local targeting to reach rural consumers in Vietnam with the promise of free mobile data.

Comfort: When Fragrance Inspired Fashion

Case Study • MMA Smarties, Bronze, Vietnam, 2018

Comfort, a brand of fabric softener, launched the Comfort Fashion House in Vietnam, which brought users' design ideas to life.

OMO: Dear Mom, I Don't Like Tet

Case Study • MMA Smarties, Bronze, Vietnam, 2018

OMO, a laundry detergent brand, started a debate on Tet preparations and increased its market share in Vietnam.