Personalisation

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National Health Service England: We Are Nurses. We Are The NHS.

Case Study • DMA (UK), Gold, 2020

NHS England, a healthcare service, encouraged more people to consider a career in nursing by using real nurses and patients in its campaign.

Scania: The Unbelievable Truth

Case Study • DMA (UK), Gold, 2020

Scania, a manufacturer of commercial vehicles, increased web traffic and achieved an ROI of £220:1 with its compelling campaign that took consumers on an online journey.

Titan Travel: Worldwide brochure – a personalised travel experience

Case Study • DMA (UK), Gold, 2020

Titan Travel, a travel agency, used personalised travel brochures to drive sales and revenue in the UK.

ODEON: Digital Customer Experience

Case Study • DMA (UK), Gold, 2020

ODEON Cinemas, a cinema company, set out to extend the emotive, joyful experience of a cinema visit all the way from the ticket booking journey to the point of consideration.

Sainsbury's: Collect For Christmas

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, launched a gamified campaign that motivated people to build up their Nectar points and spend them on their big Christmas shop at Sainsbury's.

Hyperoptic: Hyper-optimum bidding strategy – A global first

Case Study • DMA (UK), Gold, 2020

Hyperoptic, an internet service provider, boosted its share of the UK broadband market with a world-first use of algorithms by developing a hyper-optimum bidding strategy.

Toyota GB: Getting Hyper-Personal: Using Data to send powerful, relevant and meaningful communications to Toyota customers

Case Study • DMA (UK), Gold, 2020

Toyota, an automotive brand, used hyper-personalised emails to pull consumers back to its service centres in the UK, consequently driving revenue of more than £5m.

Sainsbury's: Data Playback

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, increased brand loyalty by awarding Top Buyer recognition badges to frequent customers.

Lessons in out of home from the Media Awards’ Data winners

Opinion • Chiara Manco, January 2021

WARC’s Chiara Manco looks at 2020 WARC Media Awards winners that have used data to inform innovative out-of-home strategies.

Shopping reinvented in home and garden

Article • Euromonitor Strategy Briefings, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

New models of social influence

News • 11 December 2020

The events of 2020 have broadened the influencer playing field and reorganized communities under different personality cults – more generous, pro-social and giving – and brands need to adapt accordingly, says strategy executive Ana Andjelic.

Four key attributes of an award-winning marketing campaign

Opinion • Guy Hanson, December 2020

Guy Hanson of Validity Inc. discusses how award-winning marketing campaigns have evolved during the pandemic to effectively engage with consumers.

The three current models of social influence, and how brands can use them

Article • Ana Andjelic, WARC Exclusive, December 2020

This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).

New app promises to let consumers choose their own ads

News • 07 December 2020

Everyone is familiar with those speculative ads that appear on the screen based on recent browsing history, but consumers in the UK and US could soon find it possible to receive ads based on intention rather than algorithmic guesswork.

Trends of the month: E-commerce, gaming and connected TV in 2020 and 2021

Opinion • Rob Clapp, December 2020

This month: the numbers behind what happened with e-commerce, gaming and connected TV in 2020, and how to respond in 2021.

O2: Discover Live

Case Study • Dom Whitehurst, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Telco O2 majored on its music-related credentials to target fans, drive awareness and grow brand love in the UK.

RAKBANK: Memotraits

Case Study • Kevin Pinto, Mohit Lodha, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

United Arab Emirates bank RAKBANK used artificial intelligence to create a fan-centred campaign promoting its new FC Barcelona credit card.

Enchanteur Hand & Body Lotion: AI-M (Artificial Intelligence – ‘Malaysianized')

Case Study • Kiron Kesav, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Skincare brand Wipro Unza used an innovative AI-based campaign to break through the Ramadan clutter and boost awareness of its Enchanteur hand and body lotion in Malaysia.

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.

Maserati: Redefining media strategy

Case Study • Dr. Viral Nagori, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Luxury car-maker Maserati created a member-get-member social media campaign, with WeChat as its central platform, to drive engagement and sales in China.

Volkswagen Polo & Beetle: Shop Volkswagen

Case Study • Lucas Yap, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Volkswagen, the automotive brand, used a category-first approach to sell cars through a social e-commerce platform in Malaysia.

The Coca-Cola Company: "Alexa, send me a Diet Coke"

Case Study • Tom Curtis, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Coca-Cola ran a tech-enabled sampling campaign in the United Kingdom to recruit new drinkers and improve its sample targeting.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

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

Scottish Widows: Your Future Self

Case Study • Richard Manning, WARC Media Awards, Entrant, Effective Use of Tech, 2020

British pension provider Scottish Widows ran an interactive digital out-of-home campaign in eight cities across the UK to increase brand awareness, preference and consideration by prompting people to think about their future.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
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.
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.
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.
The WARC Guide to effective packaging

Article • WARC Best Practice, November 2020

A summary of new thinking and best practice on effective packaging, from the WARC Guide.
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.