Allyson Valdeleon

1 What we know about seasonal and occasion

marketing This article provides advice about how marketers
can improve brand perceptions and preference, and drive
sales during popular events or cultural festivities such as
Christmas or the Super Bowl.

2 Chinese New Year 2017: How brands are

celebrating The Year Of The Rooster
Kunal Sinha, Warc Exclusive, January 2017
This article shares how some of the world's biggest brands are
embracing Chinese New Year in 2017, with augmented reality,
traditional culture on-demand, live video and seasonal product
lines headlining.

3 Point of view: Is Singles' Day good for brands?

Edward Bell, Admap, March 2016, pp. 50-50
This article asks whether Singles' Day, China's e-marketing
event offering steep discounts to consumers, is good for
brands.

4 Marketing a moment won't create a lasting

impression
Nir Wegrzyn, Market Leader, Quarter 1, 2016, pp. 12-12
This article suggests that in order to turn consumers into vocal
advocates, brands need to enable moments, rather than trying
to become 'the moment', allowing consumers to create their
own stories.

5 Indian Festivals: Transitioning from Sanskari to

Sexy
Aakriti Goel, Warc Exclusive, July 2015
This article looks at the changing nature of Indian festivals,
which are increasingly absorbing global influences in line with
other areas of Indian society.

6 Emojis deliver brand benefits for 1-800-Flowers

Stephen Whiteside, Event Reports, Internet Week New York,
May 2015
This event report describes a Mother's Day campaign from 1-
800-Flowers which used emojis to engage consumers and
encourage purchase.

7 Foot Locker: All is right

Cannes Creative Lions, Entrant, Creative Effectiveness Lions,
2015
This case study describes how US shoe store Foot Locker
shone in the booming basketball shoe market.

8 P&G: Halloween treats gone wrong

Cannes Creative Lions, Entrant, Creative Effectiveness Lions,
Allyson Valdeleon

2015
This case study describes how Procter & Gamble in the USA
increased awareness and sales of its Crest and Oral-B
toothpaste brands.

9 American Greetings: The world's toughest job

Cannes Creative Lions, Shortlisted, Creative Effectiveness
Lions, 2015
This case study describes how greeting card company
American Greetings drove traffic to its Cardstore.com website
to promote sales for Mother's Day.

10 Alcon: Get an A+ in eye care

Effie Worldwide, Finalist, Shopper Marketing Effies, 2015
This case study explains how Alcon, an eyecare company,
increased awareness of its products in the US with a social
media campaign.

11 Augmented reality helps Office Depot beat the

back-to-school blues
Stephen Whiteside, Event Reports, South by Southwest, March
2015
This event report demonstrates how Office Depot has utilised
augmented reality to differentiate itself during the back-to-
school season, an intensely competitive period on the retail
calendar.

12 Dove Men+Care: Calls for dad

ARF Ogilvy Awards, Silver, Health & personal care, 2015
This case study describes a Father's Day campaign in the US
by Dove Men+Care, the personal care brand, which celebrated
modern day dads and caring moments.

13 Big event marketing: Programmatic drives retail

sales
James Aitken, Admap, March 2015, pp. 34-35
This article assesses the impact of programmatic buying on
Black Friday 2014, finding that it increased ROI.

14 Ivanho Cambridge: Throwaway Thursday

Institute of Communication Agencies, Silver, Canadian
Advertising Success Stories, 2015
Ivanhoe Cambridge wanted to take advantage of the growing
interest in Black Friday sales in Canada but was aware that a
lot of negative press surrounded the event.

15 Kellogg's: Rice Krispies Scares haunted vending

machine
Integrated Marketing Communications Council Europe, Gold,
IMC European Awards 2014
Allyson Valdeleon

This case study explains how Kellogg's Rice Krispies Squares

(RKS) capitalised on Halloween celebrations in Ireland by
creating a memorable brand experience that would engage its
target market of 16 to 24-year-old "Kidults".

16 How Samsung broke through the Black Friday

clutter
Stephen Whiteside, Event Reports, The Market Research
Event, October 2014
This event report shows how Samsung, the electronics
manufacturer, cut through the marketing noise surrounding
Black Friday using market research.

17 Halloween treat: Procter & Gamble's Crest co-

conspires with kids and candy
Geoffrey Precourt, Event Reports, 4A's Strategy Festival,
October 2014
This event report demonstrates how Crest, Procter & Gamble's
oral-care brand, defied category conventions to create a
Halloween sensation.

18 World Vision Canada: Back to School Appeal

Direct Marketing Association - US, Silver, DMA International
ECHO Awards, 2014
This case study describes how child sponsorship charity World
Vision Canada relaunched its Back to School appeal to improve
fundraising results.

19 Microsoft Xbox One: Dead Rising 3

Direct Marketing Association - US, Bronze, DMA International
ECHO Awards, 2014
This case study explains how Microsoft increased awareness of
the new Xbox One games consol in the US with a zombie-
themed game.

20 American Greetings: Marketing the

#worldstoughestjob
Jay Chiat Strategic Excellence Awards, Honorable Mention,
2014
This case study describes a Mother's Day campaign by
American Greetings, the greetings card company, which used
an online video talking about the 'hardest job in the world' to
build appreciation for mothers.

21 Clinic Plus: Turning a mobile from a wall to a

bridge
Shweta Bhatnagar, Anaheeta Goenka and Manali Sanghvi ,
Warc Prize for Asian Strategy, Entrant, 2014
This case study explains how Clinic Plus, the leading Indian
shampoo brand, tapped into the emotional side of its family
Allyson Valdeleon

brand image to appeal to multiple generations of its female

audience.

22 Officeworks: How big ideas became big business

Pieter-Paul von Weiler, Brigitte Bayard and James Sheard, The
Communications Council, Silver, Australian Effie Awards, 2014
This case study describes a campaign by Officeworks, the
large Australian retailer, to reposition its brand from functional
benefits to caring about people's ideas and helping them
achieve.

23 American Express continues to raise social bar

higher and higher
Geoffrey Precourt, Event Reports, ANA Digital & Social Media,
July 2014
This event report explains how American Express, the financial
services brand, has developed its strategy on social media.

24 92nd Street Y and The UN Foundation: Making a

new holiday tradition #GivingTuesday
Cannes Creative Lions, Creative Effectiveness Lions, 2014
This case study describes how a group of charitable
organisations worked together to create a new day to mark the
start of the holiday giving season in the US, and increase
charitable donations.

25 McDonald's Australia: Australia Day - From

McDonald's to Macca's
Cannes Creative Lions, Winner, Creative Effectiveness Lions,
2014
This case study shows how McDonald's, the quick service
restaurant, overcame its American ownership to connect with
Australians.