The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
Marketing Week columnist Mark Ritson explains how Tide used a key strategic insight to defend its significant price premium and market share in an increasingly commoditised market.
The British Army has seen application and recruitment numbers peak since the campaign launch but of equal value is a shift in perceptions of the appeal of a career in the army.
A year ago, Direct Line realised its marketing output wasn’t matching the diversity of its workforce or customer base and it has since been trying to fix that.
Hull’s campaign to support its year as UK City of Culture created a renewed sense of community among locals and helped people in the UK and beyond reassess how they view the city.
PSA Group, which manufactures brands including Peugeot, Citroen and DS Automobiles, wanted to re-engage local garages with the brand as it looked to boost its share of the £21.6bn aftermarket sector.
A targeted campaign designed to drive digital, reignite parental brand awareness and create an audience for its new TV show, helped Beano Studios grow its reach among kids aged six to 12 by 2,000%.
Auto Trader partnered with AppNexus in a bid to improve its click-based performance and maintain its share in an increasingly competitive market.
Low-cost fitness brand The Gym Group overhauled its web experience leading to a surge in members and a greater share of the market.
The B2B brand’s ‘Keeping Business Moving’ campaign shifted the conversation towards lifetime value, resulting in its annual sales record being broken.
Nationwide’s ‘Voices’ campaign achieved a double-pronged goal of providing a platform for diverse creative voices across the UK and helping grow the building society’s share of switched accounts to 20%.
O2’s campaign to promote its free screen replacement for the new iPhone helped boost brand metrics, sales and market share at a time when consumers no longer saw the need to upgrade their phone.
The charity dressed up some of London’s iconic statues in red parkas as part of its Wrap Up London campaign, in an effort to get Londoners to donate unwanted coats for the homeless and vulnerable.
When LV= launched its multi-car hire product it overhauled its communications strategy to improve search performance and get consumers to visit its site directly.
Vodafone has improved customer experience by streamlining its order process online thanks to its “intuitive” chatbot TOBi.
NHS Blood and Transplant increased black registrations by 6% with zero budget through a targeted social media campaign to help raise awareness of a rare blood type and change perceptions.