By simply testing how to prioritise brand or conversions, and narrow or broad target audiences, advertisers can drive significant improvements in the cost, lead generation and return on investment of their Facebook campaigns.
Chief digital officer Jack Constantine tells Marketing Week about the beauty retailer’s plans to come off social media for the second time, why it has decided to make a stand and what went wrong the first time round.
Understanding China’s internet and marketing landscape is no longer just the preserve of ‘China-watchers’ or entrepreneurs who want to start up a business in China.
M&S Food’s marketing director Sharry Cramond is betting on the strength of the Percy Pig character for the supermarket’s biggest campaign in several years.
Mochi ice cream brand Little Moons may have taken its marketing strategy to the next level since it went viral on TikTok earlier this year, but that does not mean the business is “walking away from digital”.
Launching under lockdown, skincare startup Skin Proud has seen sales grow by 1,284% over the past 18 months after attracting stockists such as Boots and Walmart with its purpose-driven stance.
Rather than relying on high brand recognition, Weetabix’s head of brand Gareth Turner explains the breakfast business has continued to innovate while keeping consistent with its brand DNA, honed over the past 90 years.
From a fierce understanding of the customer to using storytelling to develop a personality online, brands like Gymshark and Eve Sleep are finding ways to cut through the noise and conquer ecommerce.
Brands including Mars, KFC and GSK have signed an open letter condemning the “lack of adequate action” taken by Facebook, Instagram, Twitter and Snapchat following the racist abuse suffered by several members of the England squad.
Marketing director Ross Farquhar says planning and preparation helped the mochi ice cream brand take advantage of sudden social fame.
The Advertising Standards Authority is “escalating” sanctions against the social media influencers breaching advertising rules and warns brands they’re next in line.
Avon is using a test and learn approach to attract a younger team of representatives as it continues on its digital transformation journey.
This should have been a big weekend on social for Cazoo, with two of the teams it sponsors playing each other in the Premier League. However, its CEO says brands have a “responsibility to the wider community” to do the right thing.
The Global Alliance for Responsible Media’s new report into digital brand safety performance is a “notable milestone” for the industry, says Isabel Massey, but that does not mean marketers can rest on their laurels.
Despite the growth of newer platforms such as TikTok, the majority of direct-to-consumer brands see immense value in engaging with established influencers on Instagram first, before testing the newer channels.