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%.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
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.
How Tempcover’s digital transformation kept it front of mind
Marketing Week ReportersA change to the Google algorithm in 2019 had seen Tempcover drift down the search rankings. But an intelligent and in-depth overhaul of its approach to SEO changed its fortunes.
How Samsung brought the Notting Hill Carnival to life online
Marketing Week ReportersSamsung Electronics used its 8K technology to turn the near-disastrous cancellation of Notting Hill Carnival into a virtual success story.
How British Business Bank improved its digital accessibility
Marketing Week ReportersA focus on people, process and technology allowed the government-owned bank to reduce accessibility issues by 96%.
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 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 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.
How Tesco Mobile saved £1.1m by streamlining search marketing
Marketing Week ReportersAfter rigorous efforts to boost the efficiency of paid and organic search, Tesco Mobile identified big opportunities to reallocate budgets.
How Scottish Water transformed from an anonymous supplier to a trusted brand
Marketing Week ReportersScottish Water boosted trust in the brand by associating with issues that matter to consumers and adapting at pace to the challenges of the pandemic.
How Sky used data to change consumers’ perception of value
Marketing Week ReportersBy drilling down into millions of customer data points on viewing habits, Sky changed perceptions on the value of the subscription service.
How Dove redefined beauty for the pandemic
Marketing Week ReportersAs a purpose-led brand, Dove wanted to highlight the courage and confidence of key workers in a way that government messaging was failing to do.
How Marcus Rashford and Co-op created a powerful advocacy campaign
Marketing Week ReportersIt started with a tweet and went on to raise over £20m to tackle food poverty.
Why Tesco’s ‘No Naughty List’ hit the right note with consumers
Marketing Week ReportersWhile others retailers opted for a more sober approach to Christmas campaigns in 2020, Tesco chose humour and cheekiness.