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.

IKEA: The Wonderful Everyday – Six years and counting

Case Study • Account Planning Group - (UK), Gold, 2019

IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.

Volvo: Challenging the conventions of a premium car brand

Case Study • Account Planning Group - (UK), Entrant, 2019

Volvo, the automotive company, turned an unloved salience driver into a cornerstone of brand building in its UK campaign.

Whiskas: How cat content grew up to drive digital growth

Case Study • Account Planning Group - (UK), Entrant, 2019

Whiskas, the cat food brand, created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

Capita for the British Army: Who dares wins – An unexpected approach to army recruitment

Case Study • Account Planning Group - (UK), Silver, 2019

The British Army, a land warfare force, connected with youth in Britain to drive up applications by reframing opinions of the "snowflake generation".

Spotify’s audio segmentation for Gen Z

Article • Brian Carruthers, Event Reports, DMEXCO, September 2019

Spotify’s research into its Gen Z listeners identified three particular groups which it defined as: Band of Others; All the Feels; Surround Sound.

McDonald's: The 'FABRIC' of Local Breakfast

Case Study • ARF Ogilvy Awards, Gold, 2019

McDonald’s, the fast food chain, effectively acquired actionable insights from four different regions in the US to increase sales of its breakfast items.

Clorox: Clean is Just the Beginning

Case Study • ARF Ogilvy Awards, Silver, 2019

The Clorox Company, a manufacturer and marketer of consumer and professional products, increased household penetration of its products in the US by launching a biometric video to track how people react to a clean room versus a dirty one.

GSK/Advil PM: The Bedtime Dance

Case Study • ARF Ogilvy Awards, Gold, 2019

Advil PM, a sleeping aid, encouraged an uplift in US sales by creating an online video that encouraged people to stop doing the bedtime dance of pain by taking Advil PM.

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.

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.

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.

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.

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.

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.