You can’t beat TikTok by becoming its clone
Mark RitsonOur marketing columnist examines the underwhelming response of the major social media brands to the TikTok threat and explores the perils of competitor orientation.
Clubhouse’s marketing boss on the value of being a ‘culture-first marketer’
Charlotte RogersJust two years old and boasting a 10 million-strong waiting list when its invite only model ended, Clubhouse is on a mission to lead the surging social audio market, explains head of global marketing Maya Watson.
Marmite’s ‘Flippin Tasty’ pancake post ranks among most effective Facebook ads
Michaela JeffersonMarmite’s squirrel-fronted Pancake Day video scored in the top 10% of ads on its ability to grab attention, as well as being highly rated for enjoyability, branding and differentiation.
Wickes on why Covid was the ‘adrenaline punch’ marketing needed
Molly InnesWickes CMO Gary Kibble explains Covid not only opened the brand up to new customers and channels, it gave the wider marketing discipline the “wake up” call it needed.
How Weetabix sparked a national debate with ‘Beanz on Bix’
Marketing Week ReportersBy keeping its ear to the pulse on social, Weetabix launched a bold and attention-grabbing campaign for just a few thousand pounds.
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Value of women’s sport could treble by 2030 as UK viewership hits 33 million
Charlotte RogersWith statistics revealing a record 32.9 million people in the UK watched women’s sport in 2021, broadcasters and brands have a significant role to play in helping the sector achieve its £1bn goal.
Ad watchdog escalates sanctions against persistent rule-breaking influencers
Michaela JeffersonBrands could face similar sanctions in future, the advertising regulator has warned, as it puts six former Love Island stars on blast for failing to disclose when their social media posts are ads.
Starling Bank: Facebook boycott has caused ‘no noticeable decline’ in marketing performance
Michaela JeffersonStarling Bank stopped advertising on Facebook and Instagram in December to “protect” its customers, and said last week it would not reverse the decision until Meta cracks down on financial fraudsters using its platforms.
Starling Bank pulls Facebook advertising until it cracks down on financial fraudsters
Lucy TesserasThe online bank says it wants to prevent its customers from being scammed and protect its “brand integrity”, so will not advertise on Facebook or Instagram until the company stops financial fraudsters from profiting on its platforms.
Weetabix’s ‘Beanz on Bix’ crowned your campaign of 2021
Marketing Week ReportersThe cereal brand defeated Boots in the final to take home the coveted prize.
Little Moons on why optimism is a key marketing skill
Marketing Week ReportersMarketing director at mochi ice cream brand Ross Farquhar believes marketers need to be optimistic if they want to chase growth, as well as pragmatic enough to mitigate for every eventuality.
Three easy ways to boost growth for DTC businesses on Facebook
Marketing Week PartnerBy 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.
‘Anti-social’: Why Lush is resurrecting its social media ban
Michaela JeffersonChief 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.
A guide to China’s key social media and ecommerce trends
Rebecca SentanceUnderstanding 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 expects social media to be ‘bigger’ than TV for Christmas campaign
Michaela JeffersonM&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.