Personalisation

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The State of the Industry: Mobile Marketing in India 2020

Data • WARC Data, October 2020

Summarises the findings of WARC's latest mobile marketing survey, conducted across India on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

From running shops to serving customers: The Tesco turnaround story

Case Study • IPA (UK), Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

Samsung: Making choice easy in a world of unlimited possibilities

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

Samsung, an electronics company, used a Continuous Improvement Programme (CIP) and A/B testing to improve conversion and drive sales on its website in the UK.

CPG brands have to call time on mass personalisation

News • 11 October 2020

CPG brands can’t compete with marketplaces like Amazon and Alibaba when it comes to the mass personalisation that defines the new model of owning consumer relationships – and they shouldn’t even try to, according to a new Ascential White Paper, How t

Convenience, inspiration, accountability: Kroger’s three steps for success

Article • Geoffrey Precourt, Event Reports, ANA Innovative Commerce Conference, August 2020

Kroger, the retailer, has drawn on various sources of customer insight as it responds to changing demands during the COVID-19 pandemic.

Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Prize for Asian Strategy, Gold and Customer Journey Award, 2020

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Silver, 2020

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

Nike: Next% – Speed is Your Currency

Case Study • Matthew Nolan, Lauren Cadman, Nicholas Short, WARC Prize for Asian Strategy, Bronze, 2020

Nike created buzz around its fastest running shoe, the Next%, to cut through the lifestyle clutter of the running shoe market in China and drive a halo effect across mass audiences.

Zomato: How Zomato won the game before the game

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Shortlisted, 2020

Food delivery app Zomato ran a gamified, multi-channel campaign targeting young male cricket fans in India to drive sales, user acquisition, engagement and regional penetration.

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Bronze, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

Nike: Just Don't Quit

Case Study • Matthew Nolan, Nicholas Short, WARC Prize for Asian Strategy, Bronze, 2020

Sports brand Nike created a livestream workout series on WeChat and TikTok to maintain a connection with customers and athletes as lockdown began in China.

What we know about 3D printing

Article • WARC Best Practice, September 2020

This article provides guidance and reading on the new technology of 3D printing, allowing customers to become part of the production process.

M&M's: Making Valentine's fun for the emotionally awkward

Case Study • Eleanor Kawsek, WARC Prize for Asian Strategy, Entrant, 2020

Confectionery brand M&M's created a custom chatbot on Facebook Messanger to help young adults express their feelings, in order to increase reach and engagement during Valentine's in the Philippines.

GAP: GAP x Yoyi x Cosmose

Case Study • Roger Kan, Janson Xu, Adela Tang, Iris Chen, WARC Prize for Asian Strategy, Entrant, 2020

Clothing brand GAP used a mobile campaign that combined online and offline data to target shoppers during Golden Week in China.

Nescafé: Break Out of the Outbreak

Case Study • Nicholas Short, Shekhar Khanna, WARC Prize for Asian Strategy, Entrant, 2020

A multi-platform campaign saw instant coffee brand Nescafe resonate with consumers and drive e-commerce sales in China.

Wall's: Abang Hero #KitaJagaKita – Spread happiness to our frontline heroes!

Case Study • WARC Prize for Asian Strategy, Entrant, 2020

Wall's, the ice cream brand, spread happiness to front-line heroes during the COVID-19 lockdown with a purpose-driven campaign in Malaysia.

Lipton: Every Time is Creativi-Tea Time

Case Study • Phuong Nguyen Dieu, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Tea brand Lipton employed a data-driven targeting strategy, based on time of day, to drive awareness and penetration in Vietnam during the summer.

Blueair: Pollution Alert System

Case Study • Anupama Basu, WARC Prize for Asian Strategy, Entrant, 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.

Volkswagen China: Deep Fake Selfie

Case Study • Ian Dolan, WARC Prize for Asian Strategy, Entrant, 2020

Auto manufacturer VW China used an AI-based social media campaign to drive brand engagement, test drives and sales of its Touareg SUV among 30 to 45-year-olds, despite the model's limited availability in dealerships.

OMO: The Gentle Translator

Case Study • Uyen Nguyen, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Laundry detergent brand OMO Gentle on Skin linked the dual powers of AI and social in an activation that boosted penetration in Vietnam.

Prudential: No One Knows You Like Pulse

Case Study • Rebecca Tan, Madeeha Noor, WARC Prize for Asian Strategy, Entrant, 2020

Prudential, Malaysia's leading innovative insurance provider, developed and launched a free AI-powered health and fitness app to help users stay on top of their health.

Tang Pakistan: Refreshing Summers and Ramadan

Case Study • Sarah Shahid, Muhammad Raza, Saadi Ghouse, WARC Prize for Asian Strategy, Entrant, 2020

Tang, the powdered beverage, used real-time personalised communications to increase consumption in Pakistan.

Lifebuoy: Real-Time Infection Alert System

Case Study • Thuy Tran, Linh Ngo, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Soap brand Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums, to build relevance and drive penetration in Vietnam.

Japan Airlines: Fly Once Fly Always

Case Study • Frederick Tong, Matilda Goh, Eleni Sardi, Sheena Ong, WARC Prize for Asian Strategy, Entrant, 2020

Japan Airlines employed a digital strategy based on dynamic creative optimisation to build brand desire and relevance and persuade travellers across Southeast Asia to abandon their national carriers.

Personalisation after COVID-19

Article • Research on WARC, August 2020

Examines the impact of the COVID-19 crisis on e-commerce companies and their website personalisation strategies.

Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
The WARC Guide to Making Segmentation Work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
What we know about personalisation

Article • WARC Best Practice, January 2020

Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.
Keeping it fresh: Being on trend in food and drink

Article • Pippa Bailey, Research on WARC, Ipsos MORI, August, 2019

Discover how five macro trends – digital detox, healthification, discovery and connoisseurship, personalisation and customisation, and premiumisation and indulgence – can be used as inspiration for innovation.
How Amazon, Netflix and Google use behavioural science to simplify the user experience

Article • Richard Chataway, WARC Best Practice, August 2019

Explores how the major digital companies are able to leverage their knowledge of consumer behaviour by continually experimenting towards better user experiences – and how any enterprise can use similar experimentation to learn.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.