Promotions

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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 COVID-19 Series, 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.

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.

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.

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.

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.

Embattled Luckin Coffee heads to top of the app charts

News • 09 April 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 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.

Pringles: Prize With Every Can

Case Study • Integrated Marketing Communications Council Europe, Bronze, Product Launch/Relaunch/Trial campaign, 2019

Pringles, a snack brand, increased sales during the winter period across EMEA by launching on-pack promotions, in-store activations and limited-edition cans and flavours.

Energizer Holdings: For Movie Moments That Last & Last

Case Study • Integrated Marketing Communications Council Europe, Silver, Shopper Marketing, 2019

Energizer, a battery brand, increased its market share and sales across Europe by launching a partnership with Twentieth Century Fox to offer customers a free film.

Kinder: 50 fulfilled wishes with Kinder

Case Study • Integrated Marketing Communications Council Europe, Bronze, Integrated Communication, 2019

Kinder, a chocolate brand, increased sales in the Czech Republic by granting 50 wishes and posting them on its website and social channels.

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.

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.

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.

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.

Castrol India: Super Mechanic contest

Case Study • Emvies, Silver, 2019

Castrol India, a brand of industrial and automotive lubricants, encouraged brand growth in India by launching a contest to find the best mechanic through a televised series.

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 July 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.
The psychology of shopping and the behaviours shaping modern consumerism

Article • John Gillan

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.