How Sky used data to change consumers’ perception of value
Marketing Week ReportersBy drilling down into millions of customer data points on viewing habits, Sky changed perceptions on the value of the subscription service.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How Dove redefined beauty for the pandemic
Marketing Week ReportersAs a purpose-led brand, Dove wanted to highlight the courage and confidence of key workers in a way that government messaging was failing to do.
How Marcus Rashford and Co-op created a powerful advocacy campaign
Marketing Week ReportersIt started with a tweet and went on to raise over £20m to tackle food poverty.
Why Tesco’s ‘No Naughty List’ hit the right note with consumers
Marketing Week ReportersWhile others retailers opted for a more sober approach to Christmas campaigns in 2020, Tesco chose humour and cheekiness.
How Toyota Yaris increased its market share to an all-time high
Marketing Week ReportersWith a series of strategic ‘flips’ Toyota Yaris was able to attract new audiences and shift perceptions of the brand.
How Chester Zoo turned its biggest challenge into a global campaign that raised millions
Marketing Week ReportersFaced with the threat of losing the majority of its annual visitor revenue due to the pandemic, Chester Zoo had to act quickly to ensure it could survive.
How Aldi’s ‘Free Cuthbert’ campaign won the supermarket caterpillar wars
Marketing Week ReportersA single tweet sparked a campaign that would become Aldi’s biggest news story and lead to protests outside Marks & Spencer.
How Cazoo disrupted the used car market
Marketing Week ReportersIn just over a year Cazoo has gone from being an unknown startup with a name associated with a musical instrument to an established player in the used car market.
How Budweiser flipped the script to become the world’s most-talked about drink
Marketing Week ReportersWhen everyone was talking about Messi, Budweiser and Copa90 created a campaign that would ensure the drinks brand was seen as more than just a mere part of the conversation.
How Rightmove’s ‘always on TV’ strategy is driving search volume
Michaela JeffersonThe brand’s search volume index almost always sits between 20 and 30 points above the search volume of the property market as a whole.
How TalkTalk looked to ‘punch above its weight’ with in-game advertising
Manny PhamTalkTalk saw a 12% uplift in purchase intent after trialling in-game advertising, which head of brand and acquisition Ben Cooper says was achieved by integrating it in a “non-obstructive way”.
How shifting away from a ‘one to many’ model helped Sky boost consideration
Michaela JeffersonThe broadcaster partnered with the likes of Netflix, Disney+ and YouTube for its recent Sky Q campaign, in which it created bespoke ads for different groups of TV viewers.
How Bloom & Wild is using TV to drive brand fame
Michaela JeffersonBy introducing brand-focused TV advertising into its marketing mix, online florist Bloom & Wild has recorded significant improvements in awareness, consideration, and even in its share of search.
1 Comment
BBH deploys creativity in search of an unfair competitive advantage
Matthew ValentineBBH impressed the judges with the consistent application of its mission to achieve effectiveness through creativity, an approach which saw it named Marketing Week Masters Agency of the Year.
How Refinitiv smashed its SEO target during domain migration
Matthew ValentineChanging its name and launching a new website presented Refinitiv with a tough SEO challenge, but after generating 20 million links in one year, it was a challenge the brand met head on.