The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
The 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.
When 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”.
As it launches the second instalment of its ‘Bank of Antanddec’ campaign, Santander claims it has already helped it achieve its highest ever brand scores.
The Guardian’s marketing director explains how instilling a common purpose helped Marketing Week’s ‘Marketing Team of the Year’ overcome considerable challenges.
After 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.
The 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.
From 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.
A 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.
The 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.
The 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.
Taking consumers to hell sounds like a bad idea, but for online mortgage broker Habito double digit improvements in brand awareness suggests otherwise.
By 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.
McCain says its focus on diversity has had a real impact on the business, not just on brand perceptions but also its internal make-up.
Direct-to-consumer brand Beauty Pie layers data with psychology and qualitative research to gain the rich user insights that power its subscription model.
HelloFresh believes it is in a strong position when it comes to consumer insight as it has direct relationships with its customers.