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.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How On the Beach’s cheeky plan helped it compete with the package holiday giants
Marketing Week ReportersKeen 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.
How KFC accelerated revenue growth to more than £1bn
Marketing Week ReportersFrom 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.
How Virgin drove a 1,562% increase in positivity about dyslexia
Marketing Week ReportersWith 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.
How Sky hijacked social media with the help of 200 influencers
Marketing Week ReportersTo 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.
How TUI’s marketing team ‘futureproofed’ the brand
Marketing Week ReportersDespite 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.
How Heinz got festive soup on the global news agenda
Marketing Week ReportersJumping 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.
How RNIB smashed its fundraising targets by 117%
Marketing Week ReportersA 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%.
How Greggs and Primark joined forces to go viral
Marketing Week ReportersA carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
CALM on how financial constraints became its strength
Marketing Week ReportersOn a budget of just £120,000, suicide prevention charity CALM used footage of iconic sporting moments to challenge the stigma around mental health.
How Wickes used machine learning to fuel hyper-personalised targeting
Marketing Week ReportersMachine learning helped the home improvement retailer develop personalised communications for its two target audiences – everyday consumers and the professional market.
Aldi scoops Brand of the Year accolade
Marketing Week ReportersFrom 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.
How KFC stayed top of mind despite having to close its doors
Marketing Week ReportersAmid 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%.
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 one Covid-19 campaign changed the behaviour of a whole region
Marketing Week ReportersLA7’s ‘Killing Covid with Kindness’ campaign set out to reduce the number of positive Covid-19 cases within four months.