Why Black Friday is now a vital part of Christmas for UK retailers
Despite critics previously dismissing it as a brittle American import, Black Friday has gone on to become a vital occasion for many British brands.
Despite critics previously dismissing it as a brittle American import, Black Friday has gone on to become a vital occasion for many British brands.
New data shows ad campaigns that generate social buzz, as well as a popular TV ad, are performing well with consumers this festive season.
Black Friday 2014 was a PR nightmare. The media coverage, despite many brands achieving record one day sales figures, defined by scenes of angry Brits brawling in the pursuit of budget televisions. Yet fast forward 12 months and things feel very different.
Tesco and Asda are moving away from launching one big Christmas ad in favour of running a number of videos, as they look to celebrate customers’ ‘Christmas moments’.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Elon Musk sacking Tesla’s 40-strong marketing team to McDonald’s shining a light on the power of ‘stillness’, it’s been a busy week. Here is my take.
The FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Marketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.