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’.
The Premier Foods-owned brand is returning to TV after a five-year break with a campaign aimed at attracting younger consumers without alienating its core audience of over-45s.
Maintaining ad spend, while understanding changes in consumers’ media and shopping habits, is key to building strong brands for the future, as speakers at Radiocentre’s virtual conference argued.
The Swedish car marque is leading its premium rivals on a route away from traditional forecourts to an online-only purchase model focused on electrification.
Tom Wallis believes data can be used as a highly-effective means to improve the customer experience, as much as drive sales.