How Ralph Lauren used segmentation to reignite brand love
Matthew ValentineRalph Lauren turned to data to learn more about its customers and wean them off a diet of discounts.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
From medical product to lifestyle brand: How Tena tackled the stigma of incontinence
Matthew ValentineConsumer insights saw Tena shake up the market for incontinence products, helping it protect its position as the category leader.
How ITV’s connected approach shifted the conversation on mental health
Matthew ValentineA bid to offer ‘More than TV’ has seen one of Britain’s biggest broadcasters steer the national conversation towards mental health.
How a fake pop-up shop helped cut accidents on UK roads
Matthew ValentineGetting bikers to talk about safety required some lateral thinking from Highways England.
How a focus on consumer behaviour increased demand for Irish white fish
Matthew ValentineConsumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
How a shift in brand positioning saw donations fly for charity MyTenNights
Matthew ValentineMyTenNights, which automates donations during Ramadan, cut through charity chatter with a donor-centric campaign resulting in a 153% rise in donations.
How Nationwide used humour to get UK consumers saving
Matthew ValentineNationwide took practical action to overcome a widespread lack of saving among people in the UK, helping it arrest the decline in savings rates.
How the Army achieved long-term brand building excellence
Matthew ValentineThe British Army has evolved its ‘This is Belonging’ platform over the past four years to appeal to new parts of society and continue to meet its recruitment targets.
How humour and mainstream appeal helped ITV become marketing team of the year
Matthew ValentineWith a focus on reflecting and shaping UK culture in everything it does, ITV has addressed questions about its content and achieved its aim of being about ‘More than TV’.
How Cheryl Hole helped Virgin Media keep hold of its customers
Matthew ValentineVirgin Media developed a ‘brand generosity’ campaign to retain customers that normally leave in the New Year.
How Tesco won back nervous shoppers with a dose of nostalgia
Matthew ValentineTesco decided a dose of nostalgia would be healthy for shoppers worried about Brexit.
How Refinitiv smashed its SEO target during domain migration
Matthew ValentineChanging its name and launching a new website presented Refinitiv with a tough SEO challenge, but after generating 20 million links in one year, it was a challenge the brand met head on.
How Octopus Energy used art to get people to switch to green energy
Matthew ValentineOctopus Energy used art to inspire people to take action on climate change resulting in an additional 37,000 new customers.
How Nuaire created a pipeline value of £7.4m from a budget of £50k
Marketing Week ReportersAir conditioning brand Nuaire did a complete U-turn on its positioning, which resulted in it creating a pipeline value of £7.4m in just five months.
How DTC brand Thinx tackled taboos and censorship with first TV campaign
Matthew ValentineDirect-to-consumer brand Thinx challenged people to think differently about menstruation.