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Breakfast briefing
A look at the most effective
marketing campaigns
06 September 2016
Agenda
Introduction (3mins)
Who we are and what we do
Signature products (30mins)
Warc 100 & Cannes Analysis
Features of winning campaigns for 2015/2016 season
Direct Mail (15mins)
What is the USP and how can this be applied in the digital world
Warc: A Source of Inspiration
Topics Warc Covers:
Brands & branding
Campaign development
Campaign measurement
Consumer research & insight
Geographies
Industry sectors
Marketing management
Marketing strategy
Media channels & touchpoints
Media strategy
Target audiences
Warc is the leading subscription-based provider of evidence and effectiveness-oriented insights to the advertising, marketing, and communications industry globally.
YOUR CHALLENGE
Where it all comes from
What is Warc?
What is the Warc 100?
• A benchmark for commercial creativity
A data product based on 70+ effectiveness and
strategy competitions worldwide.
• The world’s 100 best campaigns
Strategies that drive business performance or change
consumer behaviour.
• The world’s best clients and agencies
The companies developing award-winning strategy.
The best versus the rest
versus
All other effectiveness and strategy
case studies on Warc
Headlines
1. A shift toward digital-led campaigns
2. A rise in short-term activity
3. PR and social metrics
4. Increased use of emotion (again)
Social media, online video & WOM featured more
prominently in the Warc 100 case studies
0%
10%
20%
30%
40%
50%
60%
Overall Warc 100
% of cases using X media
Sales is still the most widely used measure to evaluate the
success of a campaign, whilst social media & PR were
widely used as soft metrics
49%
18% 15% 10% 10%
6% 4% 1% 0%
10%
20%
30%
40%
50%
60%
Sales Revenue Market share Behavioural change Market penetration Attitude change Profit Customer loyalty
Overall Warc 100
0%
20%
40%
60%
80%
Social media, buzz PR value Awareness Brand health/equitymeasures
Web traffic Brand-specificmeasures
Consumer participation Search performance
Overall Warc 100
Soft Metrics
Hard Metrics
% o
f ca
ses
% o
f ca
ses
Short term campaigns more popular amongst this years
Warc 100 set
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Up to 3 months 3 - 6 months 6-12 months 1-3 years Over 3 years Real time
Overall Warc 100
Duration of campaign
% o
f ca
ses
Winner – Penny the Pirate
Objectives
Communication.
Social.
Commercial.
Marketing. Gain new customers
Long terms vol sales growth in eyeware & children’s eye tests
Strengthen quality perceptions
Improve the eye health of Australian children
Well placed for test & learn
Children’s Eye Test Vol Growth
+26% YOY increase in volume of eye tests
Had justified its premium positioning
Had improved the eye health of Australian children
Results
Headlines
1. Obsession around measurement
2. Shift to more traditional media
3. Bigger brands and bigger budgets prevailed
Social media and TV are the most
widely used channels
28
25 23
27
41
36
0
5
10
15
20
25
30
35
40
45
Online video Social media Television
All entries Shortlist
“To win a Gold, you needed a
significant profit-based ROI (not just
sales).”
“We ended up awarding big brands
that generated big returns.”
Shift to higher budgets for campaigns
0
20
40
60
No budget Under 1 million 1 - 3 million 3 - 5 million 5 - 10 million 10- 20 million Over 20 million
All entries Winners & shortlist
-15
5
25
45
No budget Under 1 million 1 - 3 million 3 - 5 million 5 - 10 million 10- 20 million Over 20 million
All entries Winners & shortlist
20
15
2
01
6
% of case studies for each campaign budget
Meet the lions
1. John Lewis: Monty’s
Christmas
Winner – Monty the Penguin
Monty the Penguin
“Most advertising treats
emotion as a means to an
end - a way of getting the
‘message’ across. In the
Monty campaign, the
feeling was the message.”
A triumph in ROI
John Lewis: Monty's Christmas ,Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2016
5 USPs for Direct Mail
3.
5.
4.
2.
1. Can be highly personalised
Strong levels of reach 70%+ in Norway
Highly scalable
Truly targeted
Well placed for test & learn
Most used DM sectors on Warc
3.
5.
4.
2.
1. Luxury sector
Financial services
Sensitive subjects
Events
To inform / aid decision making
Haus of Versant, using DM to sell high value
low involvement products
Fuji Xerox New Zealand: Haus of Versant, Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2015
Unpaid bills – JC Decaux
Immediate response from 60% of the advertisers targeted,
After a follow up sales call 95% of advertisers agreed to a meeting
Humour used to grab their attention, this doesn’t happen a lot within B2B sales
JC Deacaux: Unpaid bills , Integrated Marketing Communications Council Europe, Gold, 2015
How Chelsea secured a multi million £
sponsorship using DM
using DM
• Identify Chelsea’s USP • Identify potential partner • Understand potential
partner’s business
• New legislation meant Chelsea’s situation had changed overnight
• They needed to make
Chelsea an attractive brand to investors
• 100% response rate • ROI of £200 for every £1
spent
Results
Chelsea FC: Planning plays love doctor to the rich and famous Account Planning Group - (UK), Longlisted, Creative Strategy Awards 2015
1 Situation Analysis 2 Develop strategy 3 Execution 4 Results
Direct mail – the future
Technology is renewing mail's relevancy. Augmented reality (AR), near-field communication (NFC), and quick response (QR) codes can bridge the physical and digital gap by launching a website, a video, or an interactive experience.
Example of NFC chip embedded in a DIY VR kit
VR built into labels
Paper and pixels: Putting a digital stamp on direct mail ANA Magazine, March 2016
Real time mail
Informed Delivery from USPS will give consumers and marketers an even deeper level of insight on mail delivery. A digital preview of the front of each direct mail piece can be seen by email or through an app, Informed Delivery service will elevate the role of mail in the everyday consumer mobile experience and help build extra anticipation. Informed Delivery service is poised to completely transform the way people interact with their mail on a daily basis. It has the potential to modernize mail for a new generation. Informed Delivery, which is currently in Beta testing, responds to the consumer obsession with data tracking — from fitness and health data to calorie counting, sleep patterns, taxi rides, and, of course, package delivery. Marketers will need to be equally obsessed with data in order to see results
USPS currently testing informed delivery, this will revolutionise mail Recipients will be able to preview their mail and help to build anticipation
Paper and pixels: Putting a digital stamp on direct mail ANA Magazine, March 2016
