Why Channel 4 revived 90s icon Smash Hits magazine
Marketing Week ReportersTo ensure its comedy hit Derry Girls went out with a bang, Channel 4 masterminded the return of iconic music mag Smash Hits to take fans back to the 90s.
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
To ensure its comedy hit Derry Girls went out with a bang, Channel 4 masterminded the return of iconic music mag Smash Hits to take fans back to the 90s.
Keen to avoid the “PPC slug-fest”, On the Beach developed a TV campaign to subvert Christmas ad season and reflect Britain’s unashamed love of a package holiday.
From stuck in a rut in 2017 to attracting 15 million new customers by 2021, KFC invested in a long-term brand platform designed to engage and excite the entire business from the CEO to franchisees.
With 97% of the population still viewing dyslexia as a medical disorder, Virgin Group teamed up with LinkedIn and Dictionary.com to reframe the national conversation.
To build hype around the launch of its Sky Glass TV, Sky kicked off a year-long influencer campaign which doubled the benchmark for reach at 48 million.
Despite suffering the adverse effects of Covid, TUI decided to come out swinging with a new purpose, strategy and identity designed to futureproof the brand until 2027 and beyond.
Jumping on news of a potential festive food shortage, Heinz gave its Big Soup brand a much-needed boost through its most cost-effective earned campaign of 2021.
A braille newspaper cover takeover, tie-up with Amazon’s Alexa and ITV partnership helped the charity reach more children with its festive message, while also exceeding donor targets by 78%.
A carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
On a budget of just £120,000, suicide prevention charity CALM used footage of iconic sporting moments to challenge the stigma around mental health.
Machine learning helped the home improvement retailer develop personalised communications for its two target audiences – everyday consumers and the professional market.
From unseating Morrisons to become a ‘big four’ supermarket to claiming its place in BrandZ’s Top 100, Marketing Week’s Brand of the Year has had a year to remember.
Amid a global crisis, KFC saw a once-in-a-lifetime opportunity to flaunt its slogan in a way that would boost word of mouth by over 3,800%.
By keeping its ear to the pulse on social, Weetabix launched a bold and attention-grabbing campaign for just a few thousand pounds.
LA7’s ‘Killing Covid with Kindness’ campaign set out to reduce the number of positive Covid-19 cases within four months.