Promotions

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How AB InBev worked through the pandemic to support consumers, bars and restaurants in Brazil

Article • Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020

Anheuser-Busch InBev, the brewer, built out a program in Brazil that assisted pubs and restaurants that were struggling due to COVID-19.

Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Article • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323

The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.

Santa to come early to US stores – or maybe not at all

News • 09/09/2020

US retailers, facing the prospect of a Christmas like no other, are already making plans for a marketing strategy shakeup forced on them by the COVID-19 pandemic.

Why food brands should target promotion-minded consumers

News • 26/08/2020

Understanding the difference between promotion- and prevention-minded shoppers could help food marketers enhance their strategy across the entire path to purchase.

How low-quality giveaways can hurt brands

News • 14/08/2020

Low-quality giveaways can “backfire strongly” on brands and have a negative impact that is more memorable to consumers than receiving high-quality items, a study in the Journal of Advertising Research (JAR) has found.

Five e-commerce themes marketers should know

News • 04/08/2020

The COVID-19 pandemic and subsequent country lockdowns have driven ten years of e-commerce growth in an eight-week period, prompting a rethink of all the marketing fundamentals; a new WARC report looks at the changes taking place and what they mean ...

Why cheap, low-quality giveaways are bad for brands: Quality of freebies drives consumer attitudes, but personalization can help

Research Paper • Samuel Stäbler, Journal of Advertising Research, Digital First, July 2020

Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

NIVEA: The All-Russian Initiative 'Vote For Your Skating Rink!'

Case Study • SABRE Awards, Gold, EMEA, 2020

NIVEA, a personal care brand, increased its association with care in Russia by launching a nationwide program that revived abandoned neighbourhood skating rinks.

Budweiser builds an e-commerce business with first-party data and smarter advertising

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Budweiser, the beer brand, is ramping up its e-commerce capabilities as more shoppers turn to e-commerce in the face of the COVID-19 pandemic.

Asians can't resist deals – and the physiological evidence proves it

Article • Mehak Bharti and Sharon Ng, WARC Exclusive, June 2020

Do deals evoke deeper unconscious desires within Asians that make it difficult for them to resist? New research by Nanyang Business School suggests, yes.

Six key lessons for CPG brands and retailers from the last recession

Article • Joan Driggs, WARC Exclusive, May 2020

Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.

Occasion marketing in the age of COVID-19: Insights from The Hershey Co.

Article • Geoffrey Precourt, WARC Exclusive, April 2020

The Hershey Co., the candy manufacturer, is responding to the COVID-19 crisis by mapping out its occasion-focused strategy based on various scenarios.

Building brand loyalty with Indonesia Gen Z’s desire for continuous gratification

Article • Bening Rara, WARC Exclusive, April 2020

Ogilvy’s Bening Rara highlights the role of continuous gratification in establishing a connection with Indonesia’s promotion-savvy youth.

100Plus: Aktifkan Potensimu (Activate Your Potential) – AME 2019

Case Study • Su Ling Chan, Danesh Asokkumar, Nichelle Ng, WARC Awards, Entrant, Effective Content Strategy, 2020

Isotonic drinks brand 100Plus increased sales and reach among millenials in Malaysia through a collaboration with an upcoming band.

e.l.f. Cosmetics: Beautyscape Bahamas

Case Study • Amy Cotteleer, WARC Awards, Entrant, Effective Social Strategy, 2020

US make-up brand e.l.f Cosmetics launched an inspirational social contest to inject new life into its Beautyscape programme and increase engagement among its target audience.

AXE: Lollapalooza 2019

Case Study • Guilherme Aquilante, Verusca Casciano, Gabriela Amato, Carolina Buzetto, WARC Awards, Entrant, Effective Social Strategy, 2020

Antiperspirant body spray brand AXE looked to Lollapalooza for the launch of a social-powered campaign that would boost engagement with its target audience in Brazil.

Fruit Shoot: Fruit Shoot for the Moon

Case Study • Polly Goodman, Craig Adams, WARC Awards, Entrant, Effective Innovation, 2020

Children's drink brand Fruit Shoot implemented an integrated and innovative communications strategy in the UK to increase sales and move the brand from terminal decline into growth.

Embattled Luckin Coffee heads to top of the app charts

News • 09/04/2020

Chinese coffee giant Luckin Coffee, currently embroiled in a storm over falsified sales figures, has been propelled to the top of the downloaded apps charts as consumers rush to cash in on free drinks.

Virgin Media: 25 Days of Christmas

Case Study • Jen Musgreave, WARC Awards, Shortlisted, Effective Innovation, 2020

TV and broadband provider Virgin Media ran a Christmas campaign in the UK to increase net promoter score (NPS) and loyalty.

Coupons worth millions handed out in China to lure back consumers

News • 17/03/2020

Local governments and companies in China are handing out huge numbers of coupons worth tens of millions of yuan in a bid to prop up consumption, which has been devastated by the Coronavirus crisis.

Advertising and promotional effects on consumer service firm sales: Media ad spend and quality matter for driving restaurant sales

Research Paper • Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 104-116

This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.

It’s time we recognised the brand-building qualities of shopper activation

Opinion • Callum Saunders, February 2020

The path-to-purchase has become a meaningful canvas for multi-faceted brand activation, argues Callum Saunders, head of planning at brand activation agency Zeal Creative.

Singapore retailers receive $10m marketing aid against coronavirus

News • 17/02/2020

CapitaLand, a real estate company that operates more than 3,500 stores in Singapore, has unveiled a S$10m marketing assistance programme to support its retail partners cope with the impact of the coronavirus outbreak.

Six key lessons for CPG brands and retailers from the last recession

Article • Joan Driggs

Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.
Occasion marketing in the age of COVID-19: Insights from The Hershey Co.

Article • Geoffrey Precourt

The Hershey Co., the candy manufacturer, is responding to the COVID-19 crisis by mapping out its occasion-focused strategy based on various scenarios.
How to grow via premiumisation: Admap summary deck

Article • 02/07/2019

A summary of new thinking and best practice on premiumisation from Admap.
Premiumisation strategy as a way to grow

Article • John Dawes, Magda Nenycz-Thiel, Charles Graham and Bruce McColl

Explores the myths of premiumisation, adding evidence to the topic by identifying the appropriate growth strategy, as well as how to manage pricing and price promotions for the premium offer.
Advertising and promotional effects on consumer service firm sales: Media ad spend and quality matter for driving restaurant sales

Research Paper • Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger

This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
Trend Snapshot: Walmart, Kroger and the rise of e-commerce media

Article • Alex Brownsell

Examines how Walmart, Kroger and Target are exploring if, like Amazon, they too could exploit the customer data they possess and build an advertising business, with the aim of both increasing basket value and using ads to mitigate revenue losses.