How DTC brand Thinx tackled taboos and censorship with first TV campaign
Matthew ValentineDirect-to-consumer brand Thinx challenged people to think differently about menstruation.
How a focus on consumer behaviour increased demand for Irish white fish
Matthew ValentineConsumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
How Ralph Lauren used segmentation to reignite brand love
Matthew ValentineRalph Lauren turned to data to learn more about its customers and wean them off a diet of discounts.
How Octopus Energy used art to get people to switch to green energy
Matthew ValentineOctopus Energy used art to inspire people to take action on climate change resulting in an additional 37,000 new customers.
How a shift in brand positioning saw donations fly for charity MyTenNights
Matthew ValentineMyTenNights, which automates donations during Ramadan, cut through charity chatter with a donor-centric campaign resulting in a 153% rise in donations.
Why B2B marketers need to bet big on ‘The Big Long’
Peter WeinbergMost B2B marketers are focused on the bottom of the funnel. Investment in brand, however, will ultimately create far more value for your business.
How to measure the success of online video
Econsultancy TeamWhen it comes to video, brands need to identify the right KPIs and data to measure.
‘When the going gets tough, go up-brand’: Why Direct Line is investing despite the pandemic
Sarah VizardDirect Line’s follow-up to ‘The Fixer’ has proven more successful than its predecessor – despite lockdown hitting just weeks after it was launched – showing that investing in brand has both short- and long-term positives.
The best marketing campaigns of 2020: Part 2
Marketing Week ReportersFrom Tesco to Starbucks to Leon, the Marketing Week team chooses the second set of eight campaigns that make up our best marketing of 2020.
The best marketing campaigns of 2020: Part 1
Marketing Week ReportersFrom the BBC to Ikea and Heinz, the Marketing Week team chooses the first set of eight campaigns that make up our best marketing of 2020.
Why Coca-Cola used 2020 as a ‘catalyst for spring cleaning’
Molly FlemingCoca-Cola’s chief financial officer explains how the company is balancing leveraging scale with more ‘intimate’ marketing efforts.
How Covonia predicted where coughs would strike to get the most from its marketing spend
Matthew ValentineCoughs and sneezes spread a marketing message for Covonia in a category-first campaign.
Why Toyota used an old name to bring new technology to drivers
Matthew ValentineToyota targeted mainstream drivers wary of new tech and reluctant to be early adopters.
Coca-Cola crowned this year’s most effective Christmas ad
Sarah VizardThe combination of the nostalgia-tinged ‘Holidays Are Coming’ and its “heart-warming” ‘The Letter’ ad combined to make Coca-Cola the most effective advertiser in a year when brands found a number of ways to create effective marketing despite the pandemic.
How a fake pop-up shop helped cut accidents on UK roads
Matthew ValentineGetting bikers to talk about safety required some lateral thinking from Highways England.