Brands are increasingly putting resources behind social media activity in response to consumers who use it as a key channel to communicate with them. Marketing Week brought together seven executives with social media as part of their remit to discuss how they justify the spend in terms of both time and money.
MTV UK’s vice-president of marketing, creative and publicity Jo Bacon explains how thee brand is using instant marketing techniques on apps like Vine and Snapchat.
In what is traditionally a time for chocolate brands to spend money on marketing, Doritos ran a Vine campaign at Easter with a competition using the hashtag ‘name that tune’. It saw the Marketing Week Engage Award-winning Mariachi Doritos, the brand’s band that launched in the UK in summer 2012, perform clips for fans to guess in return for prizes.
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
Frozen foods giant Iglo has made a concerted push into Russia in the past few years and seems to be reaping the benefits. In its annual report last year the company reported sales growth of 69 per cent in Russia thanks to “distribution gains and continued media support levels”.
Debenhams’ head of international business development John Scott on why the brand decided to launch in Russia.
Amazon, Argos and Tesco are gearing up to reward people with cash incentives when they recommend products to others via a new white label scheme called Shopa.
Innocent’s head of creative, Dan Germain, on how the brand uses language and whether he agrees that Innocent defines the ’tone of voice’ movement.
How O2, Sainsbury’s and Lego used language to their advantage in different situations.
Supermarkets are 56 per cent generic in their use of language, using words such as ‘customers’ and ‘products’, according to consultancy Lingua Brand, which uses analytics to gauge the verbal identity of a brand by looking at its communications and comparing it with competitors in that sector.
Winner: Agency of the Year, sponsored by Thinkbox
Winner: Brand of the Year, in association with YouGov
Winner: Senior Marketer of the Year, in association with Adobe
Winner: Retail, for Aldi – Aldi Like Brands campaign
Winner: Data-driven marketing for Costa – Costa Coffee Club