Socioeconomic groups

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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.

Reaching consumers in India is all about speaking the right language

News • 18 June 2019

“Going local” is now a core strategy for start-ups looking to reach the vast customer base outside major Indian cities – and that means using the right regional language.

Kingo Energy: Kingo

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

Kingo Energy, a solar energy company, created a video for social media that drove brand awareness among investors around the world and potential users in Guatemala.

Tourism Australia: Dundee: The Son Of A Legend Returns Home

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

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Barwood Capital Identity

Case Study • Design Business Association, Bronze, 2019

Barwood Capital, a real estate investment firm, attracted new investors in the UK by launching a visual brand identity that reflected how it helps enhance your life through its logo and visual language.

Sensodyne Daily Care Toothbrush

Case Study • Design Business Association, Grand Prix, 2019

Sensodyne, a mouthcare brand, designed a cost-effective toothbrush that used 45% less material than regular toothbrushes to reach rural Indian consumers.

How Mastercard is changing habits in India

News • 05 June 2019

As India’s payments system slowly evolves away from cash towards alternatives like mobile and cards, Mastercard is focusing efforts on changing habits across two diverse consumer segments.

How Vodafone Idea – India’s biggest telco – is targeting Gen Z

Article • Anil Thakraney, Event Reports, Content Marketing Summit Asia, May 2019

Vodafone Idea, India’s largest telecommunications provider, is engaging Gen Z as the brand’s next growth sector.

Mastercard pushes card payments in small town India

Article • Anil Thakraney, Event Reports, Content Marketing Summit Asia, May 2019

Mastercard, the global payment services company, is betting on India as the next growth frontier.

How Westfield shifted its customer focus

News • 27 May 2019

Renaming its 41 shopping centres across Australia and New Zealand “living centres” is part of a radical rethink by Westfield, which has shifted its customer focus to include shoppers as well as tenants.

INFINITI Middle East: Let the cars speak

Case Study • SABRE Awards, EMEA, Trade Show, Gold, 2019

Infiniti, the luxury division of Japanese carmaker Nissan, created an integrated campaign encompassing PR, social media, creative and digital, for the global launch of its QX80 model in the Middle East.

How mall giant Westfield flipped on customer centricity

Article • Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, March 2019

Previously shopping mall giants Westfield focused only on its retail tenants, but by re-orienting around local communities and shoppers, the company has been able to create better customer experiences.

Baby formula brands eye China's smaller cities

News • 09 May 2019

International baby formula brands like Nestlé are targeting lower tier cities in China for future growth, but they face distribution challenges and competition from domestic brands which are overcoming earlier safety concerns.

Nescafé Dolce Gusto: Coffee Corners

Case Study • Alvaro Bretel, WARC Awards, Bronze, Effective Content Strategy, 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.

Fair & Lovely: Beauty Hub

Case Study • Mikhal Anindita, Putri Rachiemnys, WARC Awards, Entrant, Effective Content Strategy, 2019

Skincare brand Fair & Lovely (FAL) used content, TV and OOH ads to connect with women in rural Indonesia.

Master Kong: Take Off with Master Kong

Case Study • Leon Liu, Wendy Zha, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Master Kong, the Chinese instant noodle brand, turned around declining sales by tapping into the trend of Chinese travellers' craving to eat instant noodles when travelling abroad.

Bank of America: The Joy Index

Case Study • Jessica Perrin, WARC Awards, Entrant, Effective Content Strategy, 2019

Financial services company Bank of America launched content on the most joyful destinations around the world to increase consideration of its Travel Rewards card in the US.

Tarjeta Cencosud: La La Mesa

Case Study • Sebastián Tarazaga, Dany Minaker, María Quinzio, Mathilde Plisson, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Credit card brand Tarjeta Cencosud employed a humorous campaign to build awareness and consideration in Argentina and reduce consumers' use of other credit cards.

Stayfree: Project Free Period

Case Study • Aditya Kanthy, Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Gold, Effective Use of Brand Purpose, 2019

Feminine care brand Stayfree created a provocative social initiative in India to drive genuine change in the lives of marginalised women.

Badya: The Creative City

Case Study • Naila Fattouh, WARC Awards, Bronze, Effective Use of Brand Purpose, 2019

Real-estate developer Palm Hills Developments (PHD) used a combination of TV, social media and events to attract buyers to its new city of Badya in Egypt.

Unilever’s Keith Weed: The secret to smart localisation and prioritising sustainability

Article • Anna Hamill, WARC Exclusive, April 2019

In this final part of a three-part interview series, Unilever’s outgoing Chief Marketing & Commuications Officer, Keith Weed, shares the secret to successful localisation of brand purpose, and why sustainability has to be more than a brand message.

In the age of Brexit, brands pick a side

News • 18 April 2019

Brands in the UK are treading a strange new philosophical path: are they about internationalism or are they about location and place, and its more abstract extension, nation? In the face of Brexit, some brands are considering a new localism that ...

India's middle class is coming of age

News • 17 April 2019

India’s economy is growing, driven by an emerging middle class that will account for half the population within a few years and will lead to increasing product premiumisation, a leading business executive believes.

Gen Z, seniors and the affluent: Three Asian consumer segments to watch

Article • Low Lai Chow, Event Reports, Ipsos PEEL: The Changing Face of The Asian Consumer, April 2019

Market research company Ipsos advises on how brands can better understand Asia's fast-evolving Gen Z, seniors and affluent demographics.

India in 2030: Connectivity, content and the middle class

Article • Anil Thakraney, Event Reports, ISA Ceo Conference, March 2019

Predictions for the future of India’s consumer landscape, covering connectivity, the middle-class economy, technology, business models and shopping.

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
Insights into today’s high net worth individuals

Article • Kim Mackenzie and Sharon Panelo, WARC Exclusive, August 2018

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.
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.
Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
The changing face of luxury: what affluent consumers want

Article • Brian McGee, Event Reports, MRS Luxury Research Conference, September 2016

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.
Culture Vulture, Luxury Edition 05

Article • Victoria Cook, WPP Atticus Awards, Merit, Media and Communications Planning, 2015

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.