Promotions | WARC

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 • Direct Marketing Association - UK, 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.

Rebate marketing basics

Article • Michael J. McDermott, ANA Magazine, ANA Magazine, November 2018

US research looks into the effectiveness of rebate programmes on business-to-business and business-to-consumer communications.

UNIQLO puts omnichannel experience ahead of price

News • 21 November 2018

Many retail brands make the mistake of getting sucked into a price spiral on Singles’ Day instead of focusing on brand attributes and consumer needs, according to one of China’s leading retail marketers.

The Diamond Concierge: The Surprisal

Case Study • Benjamin Davis, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.

How UNIQLO China cracked Singles’ Day with ‘online to offline’ retail

Article • Anna Hamill, WARC Exclusive, November 2018

Uniqlo capitalised on Singles Day in China by creating an innovative ‘online to offline’ solution which utilised dynamic discounting on their physical stores to supplement online sales.

UNIQLO: Hijacking the largest shopping festival in the world

Case Study • Summer Liu, WARC Media Awards, Silver, Best Use of Data, 2018

UNIQLO, the global clothing brand, increased sales and improved customer value during Singles' Day, China's one-day shopping extravaganza on e-commerce giant Alibaba.

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.

Shoprite: Checkers Win a Car

Case Study • MMA Smarties, Silver, South Africa, 2018

ShopRite, a food retailer, and Checkers, an FMCG retailer, partnered to launch a mobile entry-system for their daily competitions, which led to 31 million valid entries in this South Africa-based campaign.

NOBLEX (Newsan Argentina): The All in Promo

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

Noblex, an electronics manufacturer, increased sales of its 4K HD TVs in Argentina by launching a promotion during the 2018 Football World Cup that offered refunds if the national team didn’t qualify.

Coca-Cola Fan Feat

Case Study • MMA Smarties, Silver, Global, 2018

Soft-drink brand Coca-Cola engaged Brazilian teens by making them the jury of a music contest held across social and digital.

UNIQLO: Hijacking the largest shopping festival in the world

Case Study • Ben Condit, Jerry Perez, Summer Liu, WARC Prize for Asian Strategy, Silver and Customer Journey Special Award, 2018

Retail brand UNIQLO used dynamic coupons to drive foot traffic to its stores in China on Singles' Day.

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.

Infiniti: Gone in six days

Case Study • Alexandra de Smet, Mazher Abidi, WARC Prize for MENA Strategy, Shortlisted, 2018

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Chevron Philippines: Liter Lottery

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

Chevron Philippines, an energy corporation and marketer of Caltex fuels, created the Liter Lottery, which turned petrol pumps into slot machines and offered people the chance to win a free tank of fuel.

Snickers: HUNGERITHM

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

Snickers, a confectionery brand, created the HUNGERITHM campaign in Australia, which reduced the price of Snickers bars in 7-Eleven stores whenever people were "hangry".

Improve CPE to 'supercharge' marketing efforts

News • 21 June 2018

NEW YORK: Brands can gain potentially huge benefits from rethinking spending on consumer promotions and engagement (CPE) and bringing the same rigor to this area that they apply to above-the-line activities.

KFC Battle

Case Study • SABRE Awards, Gold Sabre Award For Food Service, EMEA, 2018

KFC, a fast food chain, launched the KFC Battle campaign in Russia to increase consumer engagement and brand awareness.

OPR Finance: Denmark's Best Idea - very high engagement and explosive brand awareness

Case Study • MIXX Awards, Gold, Native Advertising, 2018

OPR Finance, a corporate loans company, launched a digital native storytelling campaign in Denmark to raise brand awareness and stand out in the market.

AXE Find Your Magic

Case Study • SABRE Awards, Gold, Marketing To Consumers (Existing Product), Africa, 2018

AXE, a male grooming products brand, launched the Find Your Magic campaign in South Africa to convince male consumers that it was an on-trend brand, whilst educating them on the products' fragrance and functionality.

Catelli 150th Family Reunion Contest

Case Study • SABRE Awards, Best Use Of Gamification/User-Generated Contests, In2, 2018

Catelli, a Canadian pasta brand, connected its brand with modern Canadian families by launching a contest where they could win a $10,000 family reunion.

Polartec: #FollowContador

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Polartec, the US polar fleece manufacturer, partnered with a famous cyclist to raise awareness of their products’ utility for cyclists in Europe.

Visit Finland and Finnair: 100 Days of Polar Night Magic

Case Study • European Association of Communications Agencies, Finalist, 2017

Visit Finland, the official travel guide for Finland, and Finnair, a Finnish airline, launched a digital campaign in the UK and Germany to encourage millennials to visit Finland for a winter vacation.