Campaign Tracking Comes of Age: delivering continuous creative enhancement for Officeworks

Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.

Synopsis

Introduction

This case is special. It is not the tale of crafting a single 'famous' execution or one-off transformative insight. Rather it is about how a fresh approach to campaign tracking research has gone far beyond its usual role of 'keeping the score' and helped deliver continuous creative improvement and helped grow customer loyalty.

Background

Officeworks is Australia's largest office products retailer of stationery, furniture, technology and printing services with 165 stores, a large online presence and with sales of $1.9 billion in Fy17. It has over 70% top-of-mind awareness serving personal and business customers spanning students, SMEs and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands