Advertising best practice, evidence and insights

Article • WARC Best Practice, May 2019

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

How to use segmentation effectively

Article • Merry Baskin & Laurie Young, WARC Best Practice, July 2016

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Why do people choose to multitask with media? The dimensions of polychronicity as drivers of multiple media use—a user typology

Research Paper • Helen R. Robinson and Stavros P. Kalafatis, Journal of Advertising Research, Digital First, December 2019, pp. 1-20

This article examines selected drivers of multiple media use, to investigate why individuals choose to multitask with media.

How Everton understands football fan archetypes

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2019

English Premier League football club Everton has undertaken a wide-scale listening exercise with its fans to better understand how to engage the broad range of people who support it.

Are country-of-origin stereotypes weaker among younger Chinese generations?

Article • Yang Li, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 651-667

With extensive globalization, the effect of country-of-origin (COO) stereotypes has been continuously questioned by many scholars; a key dispute is whether younger generations still hold COO stereotypes.

Audience segmentation & beyond

Case Study • MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019

Looks at how an artistic and cultural venue moved beyond its current customer base and tapped into new audiences to understand and engage potential audiences in the UK.

Shell Lubricants qualitative segmentation study

Case Study • MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019

Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.

A “hybrid-segmentation” project conducted in collaboration with TUI-UK

Case Study • MRS Awards, Finalist, MRS Award for Applications of Research, 2019

TUI, a travel and tourism operator, provides an overview of a hybrid-segmentation project conducted in the UK to overcome the serious limitations of solus survey and database approaches.

Children's Panadol: First Timers

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019

Children's Panadol created a custom algorithm to drive sales and deliver outstanding results in Australia.

McDonald's Singapore: 50 years of Big Mac

Case Study • Elisa Chua, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Fast-food giant McDonald's created a data-led, personalised messaging approach to celebrate 50 years of the Big Mac in Singapore.

Ford: Every Action Counts

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019

Car manufacturer Ford used a data-driven marketing initiative to improve its consumer experience and smooth the path to purchase in Vietnam.

Rexona: Grab life by the hands

Case Study • Patricio Shilton, WARC Media Awards, Entrant, Best Use of Data, 2019

Number-one deodorant in Argentina, Rexona created a precision marketing campaign to launch its new hand soap, grow market share and generate awareness.

Toyota: Hilux – You’ll be fine

Case Study • Will Jellicoe, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Toyota made savvy media choices to increase awareness and drive consideration of its Hilux model in the UK.

AXE: Artificial intelligence and targeting real deoderant shoppers

Case Study • Barsegyan Lilita, Ksenia Zazulova, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Male personal care brand Axe used AI in Russia to retarget its ads and communicate with the real deodorant shoppers.

Tourism Central Coast: From Couch to Coast

Case Study • Luke Brown, Angela Smith, WARC Media Awards, Silver, Best Use of Data, 2019

Tourism board Tourism Central Coast created an integrated campaign driven by data-insights, to change traveller perceptions of the Central Coast, in New South Wales, Australia.

TRESemmé: Online to offline success

Case Study • Tricia Cruz, Kitty Faustino, Abhishek Gupta, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Hair care brand TRESemmé used polygon mapping and rich-media programmatic to target fashion- and beauty-driven millennial women and launch its Detox and Nourish range in the Philippines.

Pond's: Mineral Clay Facial Foam

Case Study • Eugenia Teo, WARC Media Awards, Entrant, Best Use of Data, 2019

To set itself apart in Indonesia's congested skincare market, award-winning skincare product maker Pond's launched a unique clay facial wash.

Pond's X Maudy Ayunda

Case Study • Avitasya Febryani, Fadila Hafsah, Mikhal Anindita, WARC Media Awards, Entrant, Best Use of Data, 2019

Skincare brand Pond's took a precision-marketing approach to support an influencer partnership, in a bid to revamp its image to halt declining market share among young women in Indonesia.

Wall's: Gold Spirit

Case Study • Apoorva Shetty, Sumeet Parab, Larry Asalim, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Ice-cream brand Wall's created a multimedia campaign around its sponsorship of the national team, to drive visibility and sales during the Asian Games in Indonesia.

TRESemmé: E-Com Detox

Case Study • Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Haircare brand TRESemmé created a dynamic e-commerce campaign to maximise awareness and trial of its new Salon Detox variant in Vietnam.

Cornetto: Unicornetto

Case Study • Apoorva Shetty, Mukhlis Sholihin, R.K Narayanan, Sarabpreet Bedi, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Ice-cream brand Cornetto ran a targeted mobile campaign to appeal to teens for the launch of its UniCornetto variant in Indonesia.

Clear Men: We know when you're going to say cheers next

Case Study • Ha Tran, Jamie Wang, Thanh Vo, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Shampoo brand Clear Men created a variant with beer as key ingredient to appeal to men in Vietnam and promoted it programmatically via online display, video and social media ads.

Estee Lauder: Automated Playbook

Case Study • Alana Zervos, WARC Media Awards, Entrant, Best Use of Data, 2019

Cosmetics brand Estée Lauder used tailored messaging to boost sales of its Double Wear foundation line in Hong Kong.

Lipton: Every Time is Creativi-Tea Time

Case Study • Anish Appukuttan, Phuong Nguyen, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Tea brand Lipton employed a data-driven targeting strategy, based on time of day, to drive awareness and penetration in Vietnam during the summer.

Ford: Ranger 360 – Tough Done Smarter

Case Study • Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019

The Ford Ranger 360 Showroom campaign in the Philippines managed to bring the full experience of a Ford showroom direct to users on their mobile phones.

Segmenting consumers