The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
O2’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.
The 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.
When LV= launched its multi-car hire product it overhauled its communications strategy to improve search performance and get consumers to visit its site directly.
Vodafone has improved customer experience by streamlining its order process online thanks to its “intuitive” chatbot TOBi.
NHS 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.
When 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.
Sainsbury’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.
The hotel chain understood service was important but wanted a model for assessing its effectiveness to justify investment.
Virgin Holidays’ personalised approach to email marketing helped it achieve a 49% boost to revenue driven from the campaign, equating to £17.3m.
Online retailer Very.co.uk has no high street presence but wanted to tap into the £600m opportunity around physical stores on Black Friday and so it turned to outdoor to serve up dynamic ads that mixed the best of high street and online retail.
LADbible’s social responsibility campaign ‘Trash Isles’ rallied people to take action against the growing plastic problem by declaring a mass of waste the size of France a country in order get it recognised by the UN and therefore cleaned up.
The retailer’s innovative campaign featuring 80 date-stamped ads helped boost brand perceptions, sales and awareness of its delivery services.
The sanitary care brand’s realistic portrayal of periods, while potentially polarising, has opened the door to more positive conversations and helped break down taboos.
Diageo aims to tackle representation, perception, agency and characterisation in its advertising as the drinks giant looks to drive change and challenge stereotypes.
HP hopes its data-supported argument for diversity, the launch of a new mentor programme and the introduction of a diversity algorithm will help prove the business case for diversity.