Behavioural insight

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Commerce after COVID-19: How to future-proof your brand

Article • Michelle Watson, WARC Exclusive, April, 2021

Advises brands on how to blend in-store and digital commerce experiences to suit post-pandemic consumer needs.

Upgrade to systemic marketing to bridge the marketing divide

Article • Andreas Moellmann, WARC Exclusive, March, 2021

By integrating the various marketing disciplines, gugu sleep’s Andreas Moellmann says systemic marketing can optimise the marketing ecosystem to create more personalised customer journeys and respond to the challenges that traditional marketing faces from the rise of digital marketing.

Shining a light on climate confusion

Article • Grey, WARC Exclusive, March, 2021

People in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change; this is where brands can step in and bridge the climate awareness gap.

Nike: Next% Speed is Your Currency

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Nike, a sportswear brand, launched its new product Next%, the fastest running shoe yet, in China with a data-driven campaign that focused on creating mass belief in Nike's product superiority.

A behavioural science toolkit to aid price and value optimisation

Article • Crawford Hollingworth, WARC Webinars, February 2021

Crawford Hollingworth, Founder of The Behavioural Architects identifies the key Behavioural Science concepts that have been used to optimise price and value, using both scientific evidence and real-world examples to bring alive understanding and implementation.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.

NRMA Home Insurance: Every Home Is Worth Protecting

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Zespri Kiwifruit: Zespri brand relaunch campaign

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Zespri, a kiwifruit exporter, launched a campaign in Japan to encourage consumers to enjoy living a healthy lifestyle easily by eating kiwifruit.

Multimodal perceptual processing of cues in food ads: Do you smell what you see? Visual-induced olfactory imagery and its effects on taste perception and food consumption

Research Paper • Yamen Koubaa and Amira Eleuch, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 78-94

In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.

Beyond the Label: Mental Health Public Education

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

The National Council of Social Service (NCSS), a social services organisation, changed public opinion regarding people with mental health issues in Singapore thanks to its social campaign.

Samsung: #SubtlySponsoredPost – How Samsung overtook Apple in a-not-so subtle way.

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Samsung, a technology company, launched its #SubtlySponsoredPost campaign to promote the latest version of its Galaxy A Series smartphone in Australia.

Himalaya Herbals: Win The Fight

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Himalaya Herbals, a personal care brand, empowered people suffering from acne in Indonesia with its Win the Fight campaign.

Updating the Foote, Cone & Belding Grid: Revisiting the product classifications of the FCB Grid for online shopping and contemporary consumers’ decision making

Research Paper • Hyuk Jun Cheong and Yunjae Cheong, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 12-29

This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.

The Trevor Project: Sparking A Dialogue of Hope for LGBTQ Youth

Case Study • SABRE Awards, IN2, North America, Micro Marketing, 2021

The Trevor Project, a US non-profit LGBTQ+ suicide-prevention organisation, highlighted the urgent need for mental health care for LGBTQ+ youth.

Prodoscore: How Prodoscore Makes Work from Home Actually Work

Case Study • SABRE Awards, IN2, North America, Best New Company/Executive Launch, 2021

Bospar, a tech PR firm, positioned Prodoscore, a brand of productivity intelligence software, as the ideal way of maintaining productivity while working from home (WFH) in the US.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Digital First, February 2021

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

How to navigate the ‘messy middle’ with video marketing

Opinion • Rohit Arora, February 2021

Using Google research on the ‘messy middle’ between intention and purchase, Rohit Arora delves into six ways to use video media to pull through the complexity.

The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.

Behavioural science toolkit to aid pricing and value communication

Article • Crawford Hollingworth, Leoné Mescal and Liz Barker, The Behavioural Architects, February 2021

Looks at how to leverage behavioural science in communicating price and help signal or optimise value.

Alternative proteins: Nudging consumers toward adoption in the food-tech revolution

Article • Dr Boon Chong Lim and Jeremy Sim, WARC Exclusive, February, 2021

Nanyang Technological University’s Dr Boon Chong Lim and Prototyping Lab Aufhaven’s Jeremy Sim examine how alternative proteins, considered the next wave of food innovation, can be successfully marketed.

Co-designing social marketing programs with “bottom of the pyramid” citizens

Research Paper • David Schmidtke, Sharyn Rundle-Thiele, Krzysztof Kubacki and Georgette Leah Burns, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 86-105

The significant challenges associated with adapting and delivering the co-design process with Bottom of the Pyramid (BoP) citizens are considered in this article, which tests a new "Empathy Building" step within the Trischler et al.

The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Research Paper • Alejandra Leyton, Paul Hutchinson and Anastasia Mirzoyants, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 15-26

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries.

Africa’s heterogeneous middle class: A 10-city study of consumer lifestyle indicators

Research Paper • James Lappeman, Lara du Plessis, Emma Ho, Ellen Louw and Paul Egan, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 58-85

Income and living standards measures have long been used in market research and marketing in Africa. This study examined a set of lifestyle indicators (both belongings and behaviors) to determine their success in profiling middle-class consumers in sub-Saharan Africa.

Using immersion research and people-driven design to improve behavior change programs

Research Paper • Dee Jupp, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 9-14

This research note describes the use of immersion research in combination with people-driven design as an alternative approach to tackling intransigent behavior change challenges.

redBus: Bang Toyib Returns

Case Study • MMA Smarties, Silver, Indonesia, 2020

redBus, an online bus ticketing platform, used digital video to convince Indonesians of the certainty that redBus provides to those looking to travel by bus.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The long-term impact of COVID-19 on consumer behaviour

Article • William Hanmer-Lloyd and Stephanie Watson, WARC Exclusive, April 2020

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.