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.

Singapore Tourism Board: Passion Made Possible

Case Study • Tammi Seng, Felicia Ong, WARC Prize for Asian Strategy, Shortlisted, 2019

The Singapore Tourism Board used an integrated approach based around passions to launch a global platform to attract leisure visitors to the island state.

Guinness: How Guinness got more Singaporeans to celebrate St Patrick's Day

Case Study • Mark Hadfield, WARC Prize for Asian Strategy, Shortlisted, 2019

Diageo-owned beer brand Guinness launched a Saint Patrick's Day campaign with a twist to increase sales volume of Guinness Draught in Singapore.

McDonald’s Hong Kong: Shake and Dip

Case Study • Garron Chiu, WARC Prize for Asian Strategy, Shortlisted, 2019

Fast-food chain McDonald's created a surprise summer hit in Hong Kong to reawaken consumers' interest in, and drive purchase of, its most consumed product.

L.L.Bean taps consumer psychographics

News • 03 September 2019

L.L.Bean, the retailer, has tapped the power of psychographics as it seeks to engage consumers with a passion for enjoying the great outdoors.

Why voice is a game changer for market research

News • 19 August 2019

Voice and the rise of home devices and smart speakers are opening up new possibilities for researchers, enabling respondents to engage beyond simply typing a response and creating opportunities for ongoing dialogue.

How to segment e-commerce shoppers

News • 09 August 2019

Segmenting consumers based on their attitudes rather than values may be a more effective way of understanding e-commerce shoppers, according to a study published in the Journal of Advertising Research (JAR).

Motivational Targeting + Context = Branding/Sales Lift

Research Paper • Bill Harvey and Gaurav Shirole, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Details research that used system called DriverTags to discern which of 265 psychological motivators are found in a specific ad, used as a basis for resonance scoring.

Conagra's 'intent-based' media-buying strategy

News • 01 August 2019

Conagra, the consumer packaged goods manufacturer, has embraced “intent-based” media buying that seeks to use interests, not demographics, as the primary mode of insight.

Why “intent-based” media buying is replacing “flat” demographics at Conagra

Article • Geoffrey Precourt, Event Reports, MMA Impact, March 2019

Conagra, the consumer packaged goods (CPG) manufacturer, is leveraging “intent-based” media buying to help drive growth.

K Group taps motivation-based customer segments

News • 25 July 2019

K Group, the Finnish retailer, has created motivation-based customer segments to help it understand why consumers choose to shop in its stores over those of its rivals.

Aldi: Creating retail-traffic through intelligent GPS data customer mapping

Case Study • MIXX Awards, Gold, Campaign Effectiveness, 2019

Aldi, a supermarket chain, developed geo-targeted digital flyers that targeted shoppers based on their location, reducing spend without affecting the brand's sales in Denmark.

Data partnership lessons from Finnish retailer K Group and media owner Sanoma

Article • Alex Brownsell, Event Reports, Programmatic Pioneers Summit, May 2019

Finnish conglomerate K Group partnered with local media owner Sanoma to target audiences through motivational-based segmentation.

Why audience targeting could be a waste of marketing budget

Article • Josie Tutty, Event Reports, Event Reports, Mumbrella360, June 2019

A new study from the Melbourne Business School (MBS) and Massachusetts Institute of Technology (MIT) revealed a barrage of inefficiencies around adtech, particularly when it comes to third-party audience targeting.

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.

Nescafé Dolce Gusto: Inspiring Coffee Corners

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Silver, 2019

Nescafé Dolce Gusto used an inspirational, personalised multi-channel campaign to grow sales, improve penetration and increase its cultural relevance in the Middle East.

Marmite: Gene Project

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.

How age shapes response to CSR ads

News • 14 June 2019

Millennials may have different motivations for supporting corporate social responsibility (CSR) efforts than older consumers, with important implications for advertising in this space, a study in the Journal of Advertising Research (JAR) has ...

Mark Ritson provides effectiveness insights from 50 years of the Effie Awards

Article • Stephen Whiteside, Event Reports, Marketing Academy US, April 2019

Analysis of thousands of case studies entered into the Effie Awards offers some valuable learnings for marketers when it comes to making a tangible impact with their work.

How do human attitudes and values predict online marketing responsiveness? Comparing consumer segmentation bases toward brand purchase and marketing response

Research Paper • Stefan Scheuffelen, Jan Kemper, and Malte Brettel, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 142-157

This study considers online-marketing and -advertising effectiveness as well as consumer-segmentation research.

Precise targeting foiled by imprecise data: Why weak data accuracy and coverage threaten advertising effectiveness

Article • Alice K. Sylvester and Jim Spaeth, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 133-136

This article discusses the threat of weak data accuracy to targeting and advertising effectiveness in the United States.

Toyota AYGO: Telling More Personal Campaign Stories On The Fly

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Car manufacturer Toyota’s hyper-personalised and a creative use of media formats improved cut-through, resonance and overall performance of the launch communications for the new Toyota AYGO across key European markets.

Formula 1: Unleashing the Greatest Racing Spectacle

Case Study • Case Studies on WARC, Winner, Luxury, Lifestyle & Fashion, 2019

Formula 1 (F1), the racing league, increased ticket sales by 30% as a result of its locally nuanced activations around the world.

MassMutual taps power of personas

News • 30 May 2019

MassMutual, the financial-services provider, enjoyed success in moving beyond a one-size-fits-all communications model and tapping a slate of consumer "personas" based on particular mindsets among its target audience.