How Rightmove’s ‘always on TV’ strategy is driving search volume
Michaela JeffersonThe brand’s search volume index almost always sits between 20 and 30 points above the search volume of the property market as a whole.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How TalkTalk looked to ‘punch above its weight’ with in-game advertising
Manny PhamTalkTalk saw a 12% uplift in purchase intent after trialling in-game advertising, which head of brand and acquisition Ben Cooper says was achieved by integrating it in a “non-obstructive way”.
How shifting away from a ‘one to many’ model helped Sky boost consideration
Michaela JeffersonThe broadcaster partnered with the likes of Netflix, Disney+ and YouTube for its recent Sky Q campaign, in which it created bespoke ads for different groups of TV viewers.
How Bloom & Wild is using TV to drive brand fame
Michaela JeffersonBy introducing brand-focused TV advertising into its marketing mix, online florist Bloom & Wild has recorded significant improvements in awareness, consideration, and even in its share of search.
BBH deploys creativity in search of an unfair competitive advantage
Matthew ValentineBBH impressed the judges with the consistent application of its mission to achieve effectiveness through creativity, an approach which saw it named Marketing Week Masters Agency of the Year.
How Refinitiv smashed its SEO target during domain migration
Matthew ValentineChanging its name and launching a new website presented Refinitiv with a tough SEO challenge, but after generating 20 million links in one year, it was a challenge the brand met head on.
How Now: Pensions helped to drive change and close the pension gap
Marketing Week ReportersAfter discovering a gender pension gap, Now: Pensions lobbied government to introduce changes, which could generate an additional £1.2bn in annual pension contributions and see an extra 2.5 million people access a workplace pension.
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.
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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 Xero increased awareness to take on the market leaders
Marketing Week ReportersXero UK used smart thinking and clear insights to drive brand awareness and take advantage of new legislation that could drive users to its product.
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.
How Vodafone maintained brand relevance in a crisis
Marketing Week ReportersWhile many businesses halted their marketing efforts at the height of the UK’s lockdowns, Vodafone took a different approach.
How TfL’s reverse marketing helped keep Londoners safe
Marketing Week ReportersWhen the pandemic hit, Transport for London had to supress demand and encourage people to stay at home rather than travel on its network.
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.
How the Open University improved segmentation to attract new students
Marketing Week ReportersTackling a long-term market decline in the UK, the Open University worked to inspire a brand new generation of distance learners.