Promotions | WARC

Coupons worth millions handed out in China to lure back consumers

News • 17 March 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 February 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.

Singles Day dilemma: How can luxury brands tackle China’s discount expectation?

Article • Mark Bowling, Admap, December 2019

Singles Day is the world’s single-largest e-commerce shopping event.

Quality creative and share of voice boost QSR sales

News • 22 November 2019

Advertising share of voice and creative quality exert a more consistent impact on sales than promotions for quick service restaurant (QSR) chains, according to a study in the Journal of Advertising Research (JAR).

McDonald's Trick. Treat. Win! Campaign

Case Study • MMA Smarties, Silver, North America, 2019

Fast-food brand McDonald’s created an in-app promotion, based on scannable QR codes, to drive sales and engagement by leveraging Halloween in the US.

Helzberg Diamonds: From hurting love to helping love

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, Product/Service Creation, 2019

Helzberg Diamonds, a jewellery retailer, increased brand awareness across the US by launching a placeholder engagement ring to take the stress out of choosing a ring for the big event.

How KeVita’s sweepstakes help build its brand

News • 16 October 2019

KeVita, the beverage brand owned by PepsiCo, has used digital sweepstakes as a powerful tool for building consumer engagement.

KeVita leverages power of sweepstakes to drive online and offline connection

Article • Stephen Whiteside, Event Reports, Advertising Week New York, September 2019

KeVita, the drinks line owned by PepsiCo, is using sweepstakes as a tool to build excitement and engagement around its brand.

JD.com responds to Pinduoduo’s social e-commerce threat

News • 24 September 2019

One of Chinese e-commerce’s major players, JD.com, has launched a new social e-commerce service dubbed Jingxi, to compete in the fast-growing group-purchase space where young challengers like Pinduoduo are flourishing, with particular strength in ...

Tesco: Move ROLVA to Tesco

Case Study • Kartini Tapubolon, WARC Prize for Asian Strategy, Entrant, 2019

Retailer Tesco created ROLVA, an effective, data-driven tool that helped it drive consumers in Malaysia away from the giant competitor stores encroaching on its market share.

Inorbit Mall: Pink Power

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Prize for Asian Strategy, Shortlisted, 2019

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

More Asia Pacific consumers seeking international deals: Rakuten Marketing

News • 03 September 2019

Brands have an opportunity to engage a growing segment of online shoppers in APAC actively looking for deals outside of their home markets, according to a new report by Rakuten Marketing.

What Amazon's ecosystem gains from Prime Day

News • 13 August 2019

Amazon’s business is a network of services that is bolstered by its core membership offering, Amazon Prime – and with a sales day designed to reward members, the company is able both to leverage membership and reinforce the broader ...

Aeroméxico: A World Without Borders

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.

RSA Insurance UAE: Search for the UAE’s Unluckiest Traveller #RSATravelPhotoFails

Case Study • Zahraa Hachem, Nadine Mazraani, WARC Prize for MENA Strategy, Entrant, 2019

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

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.

INFINITI: Q5-0

Case Study • Garrett Olexiuk, WARC Prize for MENA Strategy, Entrant, 2019

Luxury vehicle brand Infiniti deployed a combination of efficient and unconventional media placements in the MENA region to convince World Cup viewers to visit its website and learn more about its new Q50 model.

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.

How to grow via premiumisation: Admap summary deck

Article • Admap, July 2019

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