Promotions | WARC

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Aeroméxico, an airline, increased the amount of flights taken from the US to Mexico by offering discounts to Americans with Mexican ancestry.

Huawei smartphone sales rebound

News • 31 July 2019

Huawei revenue continues to grow and its smartphone sales are recovering, despite it being blacklisted by the US government and incurring local promotional difficulties in Singapore.

Polo Ralph Lauren taps mobile wallet as a marketing channel

Article • Brian Carruthers, Event Reports, Retail Week Live, March 2019

Polo, the upmarket fashion brand, has developed an innovative way of using consumers’ mobile wallets to acquire customers, drive outlet store visits and grow loyalty.

AXE: What's your magic?

Case Study • MIXX Awards, Bronze, Social Media, 2019

Axe, the deodorant brand, gave its consumers in Poland the opportunity to show people their hobbies in action which led to over 13 millio views for the brand.

Amazon's Prime Day is a boon for publishers

News • 17 July 2019

Amazon’s site-wide promotion, Prime Day, rewards members with big discounts and publishers from around the internet are capitalising on the affiliate marketing opportunity.

Saudi Telecom Company: The 1 Riyal Campaign

Case Study • Dana Alkutoubi, Rabie Hassoun, WARC Prize for MENA Strategy, Shortlisted, 2019

Saudi Telecom Company’s multichannel approach, linked to the FIFA World Cup, drove customers to its loyalty programme and increased brand engagement in Saudi Arabia.

How to grow via premiumisation: Admap summary deck

Article • Admap, July 2019

A summary of new thinking and best practice on premiumisation from Admap.

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, Digital First, June 2019

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.

Premiumisation strategy as a way to grow

Article • John Dawes, Magda Nenycz-Thiel, Charles Graham and Bruce McColl, Admap, July 2019

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.

Subway: Subway Live Feed 2017

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Subway, a fast food restaurant, increased sales globally by launching a one-day activation that offered a free sub and gave a meal to the hungry for every sub purchased.

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, Digital First, May 2019

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.

CTP Invest: CTP Art Wall

Case Study • SABRE Awards, EMEA, Real Estate & Construction, Gold, 2019

Property developer CTP collaborated with street artists to make industrial buildings look better for the public in the Czech Republic.

Nielsen: Sales promotion continues to outweigh advertising

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019

Nielsen, the research firm, has found that an increase in media consumption has not automatically led to similar growth of advertising spend within the wider marketing mix.

Photobox with Cult.Brand: The PIPAS 2018

Case Study • SABRE Awards, In2 EMEA, Best in Crowdsourcing & Co-Creating, Gold

Photobox, the European online photo printing company, associated itself with social media platform Instagram by creating a photography competition.

Inorbit Mall: Pink Power

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Awards, Bronze, Effective Use of Brand Purpose, 2019

Inorbit Mall, a chain of malls in India, ran a social campaign in support of women entrepreneurs and their budding businesses.

RSA Insurance UAE: #RSATravelPhotoFails

Case Study • Nadine Mazraani, WARC Awards, Entrant, Effective Social Strategy, 2019

UAE insurance brand RSA used a social-media led campaign to connect with its target audience and increase travel insurance sales.

Royal Institution of Chartered Surveyors: Cities for Our Future

Case Study • Matt White, WARC Awards, Entrant, Effective Innovation, 2019

Professional body, the Royal Institution of Chartered Surveyors, used social media to launch a global innovation competition to find ways to overhaul the urban landscape.

Trend Snapshot: Walmart, Kroger and the rise of e-commerce media

Article • Alex Brownsell, WARC Trends, April 2019

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.

Carabao Energy Drink: Mr Carabao’s £1 Million Giveaway

Case Study • Case Studies on WARC, 2018

Energy drink brand Carabao increased trial and rate of sale in the UK with a promotional campaign that allowed consumers to win a share of a total £1m cash prize fund.

Reese's: Outrageous Fans Outrageous Product = Outrageous Launch

Case Study • SABRE Awards, Best Use of Gamification/User-Generated Contests, In2, 2019

Reece’s, a confectionery brand, unleashed its most passionate and socially engaged fans to drive awareness, demand and sales of new Reese’s Outrageous Bars in the US.

The Hershey Company: Taste the Gold – Hershey’s Shares Olympic Gold Platform

Case Study • SABRE Awards, Best in Sponsorships, In2, 2019

Hershey’s, a Chocolate and cocoa products company, successfully launched Hershey’s Gold in conjunction with the Winter Olympics to celebrate Team USA’s gold medal success.

The psychology of shopping and the behaviours shaping modern consumerism

Article • John Gillan, WARC Exclusive, January 2019

Shopping is an important part of the national consciousness, but retailers and brand marketers need to think about how they are meeting changing consumer demands and expectations.

Colgate-Palmolive finds the limits of artificial intelligence

Article • Stephen Whiteside, Event Reports, The AI Summit, December 2018

Colgate-Palmolive, the consumer products company, used artificial intelligence (AI) to try a gain a clearer perspective on the payback from its retail promotions.

The AJ Lynx Drop

Case Study • Data and Marketing Association, Bronze, 2018

Lynx, a deodorant brand, engaged a tricky audience segment in the UK both digitally and physically in their thousands to track down the new Lynx cans.

Don't do that! Mistakes for marketers to avoid

News • 27 November 2018

Much of advertising best practice is focused on advising people what to do; rather less effort goes into explaining what not to do, but there are valuable lessons to be learned from failure, according to two industry figures.