How Direct Line is ‘fixing’ the lack of diversity in its marketing
Sarah VizardA year ago, Direct Line realised its marketing output wasn’t matching the diversity of its workforce or customer base and it has since been trying to fix that.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How Hull attracted six million visitors by thinking like a brand
Marketing Week ReportersHull’s campaign to support its year as UK City of Culture created a renewed sense of community among locals and helped people in the UK and beyond reassess how they view the city.
How PSA grew sales by launching the first rewards scheme for local garages
Marketing Week ReportersPSA Group, which manufactures brands including Peugeot, Citroen and DS Automobiles, wanted to re-engage local garages with the brand as it looked to boost its share of the £21.6bn aftermarket sector.
How the Beano exploded back into the public consciousness
Marketing Week ReportersA targeted campaign designed to drive digital, reignite parental brand awareness and create an audience for its new TV show, helped Beano Studios grow its reach among kids aged six to 12 by 2,000%.
How Auto Trader boosted performance marketing by taking a test and learn approach
Marketing Week ReportersAuto Trader partnered with AppNexus in a bid to improve its click-based performance and maintain its share in an increasingly competitive market.
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How The Gym Group’s website transformation boosted membership
Marketing Week ReportersLow-cost fitness brand The Gym Group overhauled its web experience leading to a surge in members and a greater share of the market.
How Mercedes-Benz Vans got customers to see past the price tag
Marketing Week ReportersThe B2B brand’s ‘Keeping Business Moving’ campaign shifted the conversation towards lifetime value, resulting in its annual sales record being broken.
How Nationwide gave diversity a voice
Marketing Week ReportersNationwide’s ‘Voices’ campaign achieved a double-pronged goal of providing a platform for diverse creative voices across the UK and helping grow the building society’s share of switched accounts to 20%.
How ‘Oops’ helped O2 grab a greater share of iPhone customers
Marketing Week ReportersO2’s campaign to promote its free screen replacement for the new iPhone helped boost brand metrics, sales and market share at a time when consumers no longer saw the need to upgrade their phone.
How charity Hands On London jolted commuters out of their ‘blindness’ to increase donations by 50%
Marketing Week ReportersThe charity dressed up some of London’s iconic statues in red parkas as part of its Wrap Up London campaign, in an effort to get Londoners to donate unwanted coats for the homeless and vulnerable.
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How LV= revamped its approach to search
Molly FlemingWhen LV= launched its multi-car hire product it overhauled its communications strategy to improve search performance and get consumers to visit its site directly.
How Vodafone’s chatbot ‘revolutionised’ its online customer experience
Marketing Week ReportersVodafone has improved customer experience by streamlining its order process online thanks to its “intuitive” chatbot TOBi.
How the NHS overcame allegations of racism to drive black blood donors
Marketing Week ReportersNHS Blood and Transplant increased black registrations by 6% with zero budget through a targeted social media campaign to help raise awareness of a rare blood type and change perceptions.
How E.ON repositioned as the ‘un-utility’ energy company
Marketing Week ReportersWhen E.ON wanted to promote its solar storage technology, it turned to the band Gorillaz to get across a message of technical innovation, creativity and collaboration.
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How Sainsbury’s used location to make its marketing ‘ultra personalised’
Marketing Week ReportersSainsbury’s enlisted the help of Aimia to run a campaign that sent customers personalised messages and offers using a bespoke mobile app which boosted both sales and visits.