Socioeconomic groups

How to market to rural consumers in India

Article • Kunal Sinha, WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Canada Goose: Out There

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Canada Goose, a clothing brand, increased sales and brand awareness across Europe and North America by launching an integrated campaign that told the stories of five outstanding Canada Goose consumers through an interactive film.

Boost Mobile: Boost Your Voice

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2018

Boost, a telecommunications brand, turned its stores into voting stations to successfully increase brand loyalty and sales in the US.

Whirlpool: Care Counts laundry program

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Whirlpool, a home appliances manufacturer, created a laundry program aimed at reducing, and raising awareness of, chronic student absenteeism from school in the US.

University of Melbourne: Made Possible by Melbourne

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

University of Melbourne, a public research university, increased awareness of its research contribution by turning Melbourne's Central Business District into an open exhibition.

Aster DM Healthcare: The Nazar Initiative

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Aster DM Care, a healthcare provider, increased the number of eye check-up visitors in Dubai and India by launching an eyesight test that used visual cues rather than letters.

Savlon: Healthy Hands Chalk Sticks

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2018

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.

Trust Condoms: #KuwaTrue podcast campaign

Case Study • Marion Wanyoike, WARC Awards, Entrant, Effective Content Strategy, 2018

Trust, a condom brand, used podcasts and social media to connect with young people and increase sales in Kenya.

Google goes hyper-local in India

News • 06 June 2018

MUMBAI: Google has quietly released a new app, currently only available in beta in Mumbai, which aims to help people find the answers to their questions about their immediate neighbourhood.

Roseanne costs ABC $60m

News • 31 May 2018

NEW YORK: Ratings success doesn’t trump racism, as Roseanne Barr has discovered after ABC scrapped a planned second series of her revived show following a “repugnant” comment about a former adviser to President Obama.

Shinola: Roll Up Our Sleeves

Case Study • Ellie Gogan-Tilstone, Mihir Warty, Jane Dorsett, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

In a declining market, Shinola, a US lifestyle brand specialising in watches and luxury goods, used a variety of media to inspire positivity and proactivity in the public, and thereby reinvigorate the brand.

Porsche: Panamera O2O brand repositioning

Case Study • AME Awards, Finalist, 2018

Porsche, a car brand, launched the Ode to Joy campaign to increase awareness of the Panamera model in China.

CommonWealth Bank: Migrant Banking

Case Study • AME Awards, Gold, 2018

The CommonWealth Bank, a banking brand, created a targeted campaign that aimed to increase brand familiarity and consideration among Chinese and Indian migrants in Australia.

Lexus IS: Platforms of expression for a shareworthy life

Case Study • AME Awards, Gold, 2018

Lexus, an automotive brand, leveraged its entry-level sedan, IS, through a social campaign that engaged a younger, affluent target in the US.

Interac Association: Story of Flash

Case Study • AME Awards, Gold, 2018

Interac Association, a Canadian interbank network, encouraged Canadians to shift to using its brand to pay by creating a long-form video and out-of-home boards to evoke an emotional connection.

Kaspersky Lab: The Data Dollar Store

Case Study • AME Awards, Gold, 2018

Kaspersky Lab, a cybersecurity business, encouraged people in the UK to protect their data by turning personal data into a currency.

Nimue: 12 week challenge #NoMakeUpBride

Case Study • SABRE Awards, Gold, Consumer Products/Services, Africa, 2018

Nimue Skin Technology, a skincare brand, promoted its 12 Week Challenge kit across Africa by launching a social media campaign that got a bride to walk down the isle foundation-free.

Jameson Irish Whiskey: Jameson Connects

Case Study • SABRE Awards, Gold, Western Africa, Africa, 2018

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Atlantis, The Palm Dubai: A Taxi to Dubai

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Luxury resort Atlantis, The Palm Dubai used an innovative branded content short film to increase UK visitor numbers.

Aquaguard: An ocean of good

Case Study • Team Triton Communications and Eureka Forbes, WARC Awards, Silver, Effective Use of Brand Purpose, 2018

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Covered California: Life can change in an instant

Case Study • ARF Ogilvy Awards, Bronze, 2018

Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.

Naughty Bags: Reinventing the condom

Case Study • ARF Ogilvy Awards, Silver, 2018

Diverse & Resilient, a non-profit organisation in Milwaukee, launched a new condom brand to educate teens on safe sex.

Truth Initiative: #StopProfiling

Case Study • ARF Ogilvy Awards, Gold, 2018

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

OTT focus on local content intensifies

News • 14 March 2018

NEW DELHI: US streaming giants Amazon and Netflix are tapping into Indian viewers’ preferences for local content and, more specifically, regional language content as internet penetration spreads beyond the cities and into rural areas.

Media in Thailand: The future of mobile, addressability, programmatic and more

Article • Paul Spencer, Research on WARC, January 2018

This article outlines the key media trends set to shape Thailand's marketing landscape through to 2020, including mobile, programmatic, AI, big data, and addressability.