How Battersea Dogs & Cats Home put digital at the heart of its work
Molly FlemingBattersea Dogs & Cat’s Home has used digital to transform its outdated application process and underused social media to connect with the public online.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How the Royal Observatory reached a global audience with a ‘miniscule’ budget
Marketing Week ReportersUsing Facebook Live, the Royal Observatory in Greenwich managed to reach hundreds of thousands of people with a series of broadcasts of astronomical events direct from its telescopes on a “miniscule” budget of £550.
How Huawei helped deaf children learn to read
Sarah VizardHuawei created an app, StorySign, that used sign language to help children learn to read and helped boost perceptions of the brand.
How the British Army’s ‘Snowflakes’ campaign achieved more with less
Russell ParsonsThe campaign’s use of contemporary descriptors was meant to spark a debate and coverage beyond the ads and force a reappraisal of the career options the Army offers. It worked, achieving its targets at a lower cost.
How Greenpeace’s campaign helped make palm oil as toxic as plastic
Molly FlemingWhen Greenpeace launched its Rang-tan ad with Iceland it caused a social media storm and led to an unprecedented response for the pressure group, which had never seen a campaign deliver on such “scale and speed”.
Santander claims Ant and Dec campaign is boosting brand love
Molly FlemingAs it launches the second instalment of its ‘Bank of Antanddec’ campaign, Santander claims it has already helped it achieve its highest ever brand scores.
‘Respect individuals but connect them to the bigger goal’: The key to a successful marketing team
Russell ParsonsThe Guardian’s marketing director explains how instilling a common purpose helped Marketing Week’s ‘Marketing Team of the Year’ overcome considerable challenges.
How Benefit used NPS to build the business case for brow tints
Charlotte RogersAfter introducing NPS to its services business, Benefit has been able to map the success of its customer experience and drive this agenda up to the C-suite.
How The Guardian turned ’emotional desire’ into financial support
Charlotte RogersThe combination of a clear purpose, editorial commitment and great timing helped The Guardian’s ‘Hope is Power’ campaign become a “huge driver” of financial support worldwide.
How Channel 5 joined forces with the Spice Girls to build a TV brand
Charlotte RogersFrom getting the Spice Girls to cut the ribbon at its debut event to pioneering an integrated approach to marketing, the launch of Channel 5 was all about challenging norms and channelling creativity.
How Dixons Carphone overhauled its CRM programme
Ellen HammettA focus on people and quick wins has allowed the UK’s largest electronical retailer to move away from a discount-heavy strategy it believes would have killed the business within five years.
How innovation and creativity helped turn around Premier Foods’ brands
Molly FlemingThe company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.
How Honda shifted its content strategy from ‘attention-grabbing’ to storytelling
Charlotte RogersThe car marque has overhauled its approach to content and social in a bid to engage consumers ahead of the launch of its Honda E electric car next year.
To hell and back: How Habito gave its brand a kickstart
Charlotte RogersTaking consumers to hell sounds like a bad idea, but for online mortgage broker Habito double digit improvements in brand awareness suggests otherwise.
How Avon is using social listening to streamline innovation
Molly FlemingBy looking at more than one million comments about mascara online, the beauty giant was able to come up with what it believes is the ultimate product.