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.

Are country-of-origin stereotypes weaker among younger Chinese generations?

Article • Yang Li, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 651-667

With extensive globalization, the effect of country-of-origin (COO) stereotypes has been continuously questioned by many scholars; a key dispute is whether younger generations still hold COO stereotypes.

Audience segmentation & beyond

Case Study • MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019

Looks at how an artistic and cultural venue moved beyond its current customer base and tapped into new audiences to understand and engage potential audiences in the UK.

Shell Lubricants qualitative segmentation study

Case Study • MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019

Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.

A “hybrid-segmentation” project conducted in collaboration with TUI-UK

Case Study • MRS Awards, Finalist, MRS Award for Applications of Research, 2019

TUI, a travel and tourism operator, provides an overview of a hybrid-segmentation project conducted in the UK to overcome the serious limitations of solus survey and database approaches.

Children's Panadol: First Timers

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019

Children's Panadol created a custom algorithm to drive sales and deliver outstanding results in Australia.

McDonald's Singapore: 50 years of Big Mac

Case Study • Elisa Chua, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Fast-food giant McDonald's created a data-led, personalised messaging approach to celebrate 50 years of the Big Mac in Singapore.

Ford: Every Action Counts

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019

Car manufacturer Ford used a data-driven marketing initiative to improve its consumer experience and smooth the path to purchase in Vietnam.

Toyota: Hilux – You’ll be fine

Case Study • Will Jellicoe, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Toyota made savvy media choices to increase awareness and drive consideration of its Hilux model in the UK.

Tourism Central Coast: From Couch to Coast

Case Study • Luke Brown, Angela Smith, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Tourism board Tourism Central Coast created an integrated campaign driven by data-insights, to change traveller perceptions of the Central Coast, in New South Wales, Australia.

TRESemmé: Online to offline success

Case Study • Tricia Cruz, Kitty Faustino, Abhishek Gupta, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Hair care brand TRESemmé used polygon mapping and rich-media programmatic to target fashion- and beauty-driven millennial women and launch its Detox and Nourish range in the Philippines.

TRESemmé: E-Com Detox

Case Study • Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Haircare brand TRESemmé created a dynamic e-commerce campaign to maximise awareness and trial of its new Salon Detox variant in Vietnam.

Cornetto: Unicornetto

Case Study • Apoorva Shetty, Mukhlis Sholihin, R.K Narayanan, Sarabpreet Bedi, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Ice-cream brand Cornetto ran a targeted mobile campaign to appeal to teens for the launch of its UniCornetto variant in Indonesia.

Sunlight: The Mekong Connection

Case Study • Soumya Ranjan Panda, Nguyen Bao Tran, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Dishwashing detergent brand Sunlight used a multi-pronged campaign to encourage reappraisal and win over rural consumers from the local brand in Vietnam.

Knorr: The Irreplaceable Home Taste

Case Study • Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Seasoning brand Knorr employed innovative AI In-Video Ad Insertion Technology to embed ads within popular Hong Kong sitcom Come Home Love: Lo And Behold to increase sales and boost brand awareness.

Unilever and Cornetto: Unicornetto – Creating Magic with Data

Case Study • MMA Smarties, Finalist, X (Global), 2019

Cornetto, an ice-cream brand, successfully increased sales in Indonesia by launching a campaign that featured its new Unicornetto product heavily on its online campaign video.

Nutella: Brand Love Promo

Case Study • MMA Smarties, Bronze, X (Global), 2019

Nutella, the chocolate spread brand, increased brand engagement in Turkey by launching an in-app promotional campaign that gifted users with prizes as they collected different codes printed on Nutella Jars.

Anmum - Fonterra Indonesia: Mum to Mum Ambassador

Case Study • MMA Smarties, Silver, X (Global), 2019

Anmum, a pregnancy milk brand, created a pregnancy advice platform that allowed pregnant women and mothers to share information, while building positive brand perception in Indonesia.

Coca-Cola BR: Coke and the Chinese food battle

Case Study • MMA Smarties, Bronze, X (Global), 2019

Coca-Cola, a soft drinks brand, encouraged orders of its drink on the China in Box delivery service in Brazil, by launching voting polls on social media and targeted messages for food delivery app users.

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".

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.

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.

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.

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.

Segmenting consumers