Direct | WARC

Royal Mail: Proving the performance of mail in the digital age

Research Paper • MRS Awards, Winner, MRS Award for Media Research

Kantar TNS, a market research and market information group, launched a pilot study with Royal Mail, a postal service and courier company, to provide metrics for advertising mail.

How the California Consumer Privacy Act impacts pharma

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2018

The California Consumer Privacy Act (CCPA) will transform how brands gather and employ consumer data in the state – and, potentially, beyond.

American Express brings hyper-personalization to email

Article • Reed Karaim, Event Reports, DMA &Then, October 2018

American Express, the financial-services provider, has used personalization to enhance its email marketing efforts.

How print and online flyers impact consumers

News • 02 November 2018

Print and online flyers have an equivalent impact on memory and purchase behaviour, meaning the best promotional vehicle can be selected using cost and reach criteria, a paper in the Journal of Advertising Research (JAR) has argued.

Hiroshima Tourism: Oyster Kanji Dictation

Case Study • Susumu Yamamoto, WARC Prize for Asian Strategy, Entrant, 2018

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Project Nanhi Kali: Nanhi Kali Storybooks

Case Study • Shivendra Dikshit, WARC Prize for Asian Strategy, Entrant, 2018

Nanhi Kali, an organisation working for girl children education in India, used a storybook-based campaign to raise awareness and increase donations.

Media in focus: Marketing effectiveness in the digital era

Article • Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.

Touch and Go: The activating power of the tangible

Research Paper • Diana Lucaci, ESOMAR, Congress, 2018

Studies show that multi-sensory customer experiences trigger more activity in parts of the brain connected to feeling and memorability, which marketers can capitalise on using physical media enhanced with sound, scent and touch sensations.

Houlihan's: Houlihan's Customer-Centric Marketing

Case Study • Direct Marketing Association - US, Runner Up, 2018

Houlihan's, a restaurant chain, used consumer data to provide targeted communications, which increased sales in the US.

Schöb AG: Mail Sent Directly from the Forest

Case Study • Direct Marketing Association - US, Bronze, 2018

Schöb AG, a timber construction company, sent out a direct mailer to people in Switzerland to show them how it uses wood from Swiss forest, and encourage them to contact the brand.

Air New Zealand: Launch of the Airpoints Partner Coalition - Air New Zealand

Case Study • Direct Marketing Association - US, Silver, 2018

Air New Zealand, New Zealand's flag carrier airline, was able to clearly connect the airline's core product (travel) with a much broader day-to-day retail loyalty experience to achieve a 70% uplift in Airpoints Dollar issuance.

Royal Mail MarketReach: The Magic of Mail

Case Study • Direct Marketing Association - US, Runner Up, 2018

Royal Mail, a postal service and courier company, launched its new programmatic mail technology in the UK with a simple animation explaining the benefits.

Air Canada: Air Canada

Case Study • Direct Marketing Association - US, Bronze, 2018

Air Canada, the largest Canadian airline, deepened its relationship with customers by breaking category conventions and creating emotional communications to capture attention.

Nethouse: Push the button!

Case Study • Direct Marketing Association - US, Runner Up, 2018

Nethouse, an IT consultant, promoted its unknown brand in Sweden by mailing a button to consumers that they could press to receive GDPR help from the sales team in a number of minutes.

Asus India Pvt. Ltd.: An intelligent e-mailer to sell Asus' intelligent phone

Case Study • Direct Marketing Association - US, Runner Up, 2018

Asus, an electronics company, devised a campaign in India that positioned the Asus Zenfone 5Z as a category-redefining flagship and created buzz for a phone that was months away from launch.

What3Words: Addressing The Problem

Case Study • Direct Marketing Association - US, Silver, 2018

What3Words, a geocoding system, created unique pictorial envelopes as part of an addressing system to help deliver mail in developing countries globally.

Volvo Trucks: The right part at the right time

Case Study • Direct Marketing Association - US, Silver, 2018

Volvo Trucks, a global truck manufacturer, created a central database that personalised communications with its customers in Brazil to increase brand value and sales conversions.

American Express: Your Business by the Numbers – Small Business e-Newsletter

Case Study • Direct Marketing Association - US, Silver, 2018

American Express, a financial services corporation, leveraged machine learning and data science to layer card spend and usage behavior with program engagement at the user level, giving it the ability to tailor communications to each US card member's individual needs.

ThinkGeek / GameStop: ThinkGeek "Versus" Holiday Campaign

Case Study • Direct Marketing Association - US, Bronze, 2018

ThinkGeek, a retailer that caters to computer enthusiasts, stood out from competitors in the holiday season by helping gift-givers through the purchase journey with a multi-touch campaign in the US.

Virgin Holidays: Ready To Travel

Case Study • Direct Marketing Association - US, Gold, 2018

Virgin Holidays, a tour operator company, overhauled its communication strategy to create a more personalised and seamless experience for its UK customers.

Google Assistant: Google Assistant Newsletter Campaign

Case Study • Direct Marketing Association - US, Runner Up, 2018

Google Assistant, an AI-powered virtual assistant from technology company Google, increased awareness of, and engagement with, its product by launching a global custom newsletter program.

AT&T: AT&T Onboarding Campaign

Case Study • Direct Marketing Association - US, Runner Up, 2018

AT&T, a telecommunications company, improved its communications and welcome for new customers by creating a personalised experience based on customers’ composite profiles.

Online versus offline promotional communication: Evaluating the effect of medium on customer response

Research Paper • Marco Ieva, Cristina Ziliani, Juan Carlos Gázquez-Abad and Ida D'Attoma, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 338-348

The effectiveness of online versus offline promotional communication is an important marketing issue.

Aster DM Healthcare: The Nazar Initiative

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

Aster DM Care, a healthcare provider, increased the number of eye check-up visitors in Dubai and India by launching an eyesight test that used visual cues rather than letters.