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.
Aldi crowned this year’s most effective Christmas ad
Michaela JeffersonKevin the Carrot and Ebanana Scrooge have driven Aldi to the top of the Christmas rankings this year, as the supermarket continues its effectiveness streak.
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 Morrisons found its effectiveness ‘sweet spot’ with this year’s Christmas ad
Michaela JeffersonMorrisons’ Christmas ad is the third most creatively effective this year, according to System 1’s analysis, with a star rating of 4.7 out of 5.9. The supermarket’s marketing director says the brand is increasingly focused on delivering effectiveness with its advertising.
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.
Growth Hacks: Ufurnish’s Toni Wood on how not to waste time
Charlotte RogersDescribing time as the most precious commodity in a startup, Wood explains how being disciplined and taking inspiration from outside ensures Ufurnish does not skip a beat.
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.
Jaffa Jonuts scores hole in one with September’s most effective outdoor ad
Michaela JeffersonThe Jaffa Jonuts ad campaign scores in the top 15% of all UK ads for branding and in the top 20% for short-term sales potential, according to the latest edition of ‘The Works’ study.
How shifting spend into brand helped Gousto ‘supercharge growth’
Michaela JeffersonIn 2018, 80% of Gousto’s sign-ups came through performance marketing. Now, following three years of rapid growth, the business is seeing greater results from its investment into brand.
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.
The attention economy: A new chapter for media quality and creative effectiveness
Caroline HugonencBrands should focus on optimising attention, not viewability, to improve the impact and effectiveness of their online advertising.
Airbnb credits ‘optimised marketing strategy’ as it posts highest ever profits
Michaela JeffersonThe travel giant praises its “high marketing efficiency” for delivering its strongest ever quarter, after shifting priorities from performance marketing to brand building.
Disney looks to build on festive success in ‘digital first’ push
Michaela JeffersonDisney hopes to drive further improvements in consumer sentiment, brand impact and media efficiency with its festive advertising campaign, after achieving strong results last year.