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The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Finding the 80% of rotten apples in your innovation pipeline: How AI-based semantic analytics brought the breakthrough in early-stage product testing

Research Paper • Alexander Falser, Lukas Waidelich, Marco Walter, ESOMAR Conference papers, Insights Festival, 2020

German coffee chain Tchibo used semantic analytics to manage product testing of its weekly changing range of non-coffee products.

Uber: Four sides of agility

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

Global mobility company Uber is the enfant terrible of transport, known for a killer product and ruthless agility – the lessons it provides now as a large company are invaluable.

McDonald’s: Finding the magic in overnight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

McDonald's, a fast-food restaurant, used its observations of staff and customers during the overnight period to inspire its successful communications campaign Night Workers.

The Guest Club: Driving customer-centred decision-making at Whitbread

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

Whitbread, a hotel and restaurant company, launched The Guest Club, a hybrid research community that engaged customers at all parts of the design and development process to improve its relationship with them.

KFC New Zealand: Fresh Stories

Case Study • Chris Lloyd, Amanda Palenski, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Global QSR brand KFC cooked up a multi-platform campaign to boost brand metrics around trust and freshness and expand its user base in New Zealand.

McDonald's: You name it, McDelivery serves

Case Study • Patricia Ochando, WARC Media Awards, Silver and Early Adopter Award, Effective Use of Tech, 2020

Fast-food brand McDonald's turned digital OOH billboards into ordering kiosks to drive awareness of its McDelivery service and sales in Spain.

Burger King: Twitter Bait

Case Study • Jimmy George, Annabelle Butler, Jane Dorsett, WARC Media Awards, Silver and Platform Pioneer Award, Effective Use of Tech, 2020

Quick-Service Restaurant chain Burger King created an online campaign based on 'creeping' on social media influencers' pages to launch a new dessert product to young millennials in the US.

Foodpanda: Blockchain-based Out-of-home advertising

Case Study • Quinn Amalore, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Foodpanda, the mobile food delivery company, piloted the world's first blockchain-verfied digital-out-of-home campaign in Singapore.

Grab: Delivering Bazar Ramadan to every Malaysian home

Case Study • Li Ping Ko, Pamela Chia, WARC Media Awards, Silver, Effective Use of Tech, 2020

Malaysia food delivery app Grab created e-bazaars for Ramadan to replicate traditional street food fairs, giving customers access to a range of foods, vendors an income, and growing app usage, sales and brand metrics.

Grab: Homegrown Heroes

Case Study • Carl Daji, Adeline Kwek, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Food delivery brand GrabFood revamped its app to support thousands of vulnerable small businesses in Southeast Asia and reverse negative perceptions around its service.

Playtime isn't over: The future of leisure

Article • Research on WARC, November 2020

Leisure has had to take a back seat during COVID-19, but even in the midst of a deadly pandemic consumers returned to leisure and hospitality in the summer – albeit cautiously.

KFC: KFC Rainy Day Delivery

Case Study • Nicholas Short, Zoe Ren, WARC Media Awards, Bronze, Best Use of Data, 2020

Fast-food brand KFC partnered with a weather app and a pop star to create a dynamic campaign to position itself as the go-to fast-food delivery on rainy days to increase its delivery business market share in China.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Silver, Best Use of Data, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Burger King: Burger King’s Content Kitchen

Case Study • Vanessa Tan, Mark Haycock, Adrian Adshade, WARC Media Awards, Bronze, Best Use of Data, 2020

QSR brand Burger King used a data-driven content strategy to stay ahead of its rivals and re-engage customers in Singapore.

Foodpanda: Using weather signals to trigger dynamic creative

Case Study • Quinn Amalore, WARC Media Awards, Entrant, Best Use of Data, 2020

Foodpanda, the food delivery company, used weather triggers to run a programmatically played dynamic outdoor campaign in the Philippines.

Solving the paradoxes of the mobile-first world: Leveraging micro-segmentation for hyper-personalised marketing

Research Paper • Abhinav Mohan, Ashwini Bagkar, Somdipta Maity, Umesh Krishna, ESOMAR Conference papers, APAC, 2020

InMobi Pulse, a mobile research platform, partnered with mobile-first brand Swiggy to leverage micro-segmentation and solve the problem of low app retention in India.

KFC: Michelin Impossible

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

KFC, a fast food brand, reversed negative perceptions of its food quality in Australia with its campaign Michelin Impossible.

McDonald’s plans huge expansion of McCafé chain in China

News • 20 November 2020

Eleven years after opening its first McCafé in China, fast food chain McDonald’s plans to expand its estate of in-store cafés to 4,000 outlets on the Chinese mainland by the end of 2023.

Long live the King: Burger King's advertising plays a different game

Opinion • Faris Yakob, November 2020

The products of creativity clients want from agencies aren’t art and copy but attention and commerce, says Faris Yakob – Burger King is the brand leading the way.

Burger King: Social Fire

Case Study • Jimmy George, Annabelle Butler, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Burger King, the fast food restaurant chain, created millions of dollars of earned media and captured the attention of its audience in the US with a social media content campaign.

wagamama: From Bowl to Soul

Case Study • Becky Geiringer, Jane Dorsett, Maria O'Conner, WARC Media Awards, Silver and Path-To-Purchase Award, Effective Channel Integration, 2020

Restaurant chain wagamama put cinema at the heart of a UK multichannel campaign to encourage 'Urban Butterflies' to visit its restaurants more often.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

KFC: Michelin Impossible

Case Study • SABRE Awards, APAC, Best in Show, Platinum, 2020

KFC, a fast food chain, reversed negative perceptions of the brand in Australia and achieved a global reach of 849,417,077 with its campaign Michelin Impossible.

Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
COVID-19 proves digital transformation is a business imperative that marketing must lead

Article • WARC Exclusive, March 2020

The coronavirus will hasten the digital transformation of vulnerable, traditionally-run consumer retail companies.
Four ways hard-hit retailers can overcome the coronavirus crisis

Article • Low Lai Chow, Event Reports

From handbags to hand sanitisers, the coronavirus impact on retail is challenging.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.