Challenger brands

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Structures, agency partnerships and talent: how challenger brands can supercharge growth

Article • Mel Arrow, WARC Exclusive, January, 2021

For high-growth challenger brands, getting the right structures in place alongside agency partnerships and a smart talent strategy will set the foundations of long-term growth.

Tommee Tippee: Nipplevision

Case Study • DMA (UK), Gold, 2020

Tommee Tippee, a feeding bottle and childcare brand, launched its campaign Nipplevision: a baby bottle campaign that showed parents what they could do rather than telling them what they should do.

No brand is too big for innovation: How big brands can compete with niche offerings

Article • Rob Sellers & Dulcie Omonubi, WARC Exclusive, January, 2021

As niche offerings and challenger brands capture emerging demographics, can the mass market brand compete with innovation?

Tri Indonesia: Ramadhan campaign

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

L'OR: Big Coffee Day

Case Study • Louise Løbner Malmborg, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Coffee brand L'OR partnered cinema chain Nordisk Film Biografer to drive awareness and sales of its Nespresso-compatible capsules in Denmark via a scented cinema ad and on- and offline activities.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

Butterfinger: Game Better with Butterfinger

Case Study • Nicole Voorburg, TJ Kelly, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Confectionery bar Butterfinger grew sales and appealed to younger consumers in the US through a gaming partnership and redemption scheme with Final Fantasy VII.

Blueair: The Indoor-Pollution Alert System

Case Study • Anupama Basu, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Unilever created a digital mobile-first campaign based around an indoor Pollution Alert System to launch its air purifier brand, Blueair in the New Delhi market in India.

Biofreeze: Pain is Coming

Case Study • Ben Nilsen, WARC Media Awards, Entrant, Best Use of Data, 2020

Topical analgesic brand Biofreeze used a data-driven digital and TV strategy to target Everyday Maximisers during exercise and grow usage and sales in North America.

Tenzing: how a small brand is thinking big

Article • Brian Carruthers, Event Reports, MAD//Anywhere, November 2020

Tenzing Natural Energy is an energy drink with a different proposition from the big players in the market.

SuperNAN: Super Relatable

Case Study • Nicholas Short, Benjamin Short, Shekhar Khanna, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Infant milk formula brand SuperNAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

ALDI Good Different Phase 2: Questioning the cult of loyalty

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

ALDI, a supermarket, revealed the false benefits of loyalty programmes and increased revenue with its Pointless Points campaign in Australia.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Confused.com: Confused to Clarity

Case Study • Nick Bateman, Chris Ponting, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Confused.com, the price comparison website, rediscovered its challenger mentality to increase its market share and revenue in the UK.

Almosafer: As far as we go

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

HSBC: Reclaiming leadership, one touchpoint at a time

Case Study • ShiQi Lee, Mark Haycock, Adrian Adshade, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Commercial bank HSBC CMB Singapore created customised messaging and content to grow its share of the SME market and change its focus to online acquisition.

Bendigo Bank: Better Big Bank

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Bendigo Bank, a retail banking company, improved brand salience in Australia by launching a series of TV spots, video and digital display ads as the results from the Royal Commission into Misconduct of the banking industry were set to be announced.

bubly sparkling water (PepsiCo): Bublé vs. bubly

Case Study • ARF Ogilvy Awards (US), Gold, 2020

bubly Sparkling Water, a carbonated water brand, expanded its presence within a fast-growing category and unleashed bubly's playful personality on the country's biggest stage with its Bublé vs. bubly campaign.

How Gordon’s turned from a woolly jumper into a dynamic challenger to net IPA Silver

Opinion • Lucy Aitken, November 2020

Diageo-owned Gordon’s gin successfully reinvented itself by behaving like a challenger, writes Lucy Aitken.

Aussie Home Loans: How Aussie reignited growth by saving people from mortgage mumbo jumbo

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Aussie, an Australian retail financial services group, refreshed its famous brand weapon We’ll Save You, and ensured support from a rebalanced short- and long-term marketing mix with ads that provided straight talk to combat category confusion.

Bendigo Bank: Four big reasons to try number five

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Bendigo Bank, an Australian financial institution, simplified the complex market into a binary battle between the bullying ‘Big 4’ and the trusted number 5.

Rescuing Tango from a Sticky Situation

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Tango, a soft drink brand, reversed its decline in sales and became the fastest-growing brand in its category with its Sticky Solutions campaign in the UK.

How a return to purpose helped Confused.com reclaim its place amongst the comparison giants

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Confused.com, a price comparison website, broke category conventions with a TVC that turned confusion into clarity with a calm guide to comparisons to better-connect with UK consumers.

Anusol, Bum's The Word: How a market leader behaved like a challenger to tackle a sore subject

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Anusol, a haemorrhoid treatment brand, launched a TVC in the UK that used images of various foods to highlight the symptoms that Anusol helps treat and to stop consumers feeling embarrassed by the condition.

Gordon's Gin: Legacy brand turned challenger – Doubling the size of a legacy brand by thinking like a challenger

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Gordon's, a gin brand, promoted its gin among a younger audience in the UK by rebranding its bottles and releasing an inviting set of creatives encouraging them to have a break with Gordon's.

Asian Strategy Report: Lessons from the 2019 WARC Prize for Asian Strategy

Article • WARC Exclusive, November 2019

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2019.
How to build a challenger brand

Article • Nick Geoghegan , WARC Best Practice, July 2016

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.
The challenger’s guide to finding opportunity out of volatility

Article • Nick Geoghegan, WARC Exclusive, May 2020

Nick Geoghegan shares lessons from challenger brands on how to thrive during recessions and hardships - organisations must be a little more Netflix and a little less Blockbuster as we sail into this storm.
What direct-to-consumer challenger brands know that you don't

Article • Nick Geoghegan, WARC Webinars, June 2019

Discusses several key behaviours that allow DTC challengers to compete with the market leader and win.
Finding our X: A strategic framework for collaboration

Article • Adam Morgan, Admap Magazine, November 2019, pp. 0-0

A central strategic capability of key war strategists from Genghis Khan to Winston Churchill is the ability to form alliances and coalitions.
Are big brands really doomed? How big brands can adapt to the threat from small insurgents

Article • David Taylor, WARC Best Practice, October 2018

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.