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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.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How Xero increased awareness to take on the market leaders
Marketing Week ReportersXero UK used smart thinking and clear insights to drive brand awareness and take advantage of new legislation that could drive users to its product.
How Vodafone maintained brand relevance in a crisis
Marketing Week ReportersWhile many businesses halted their marketing efforts at the height of the UK’s lockdowns, Vodafone took a different approach.
How Greggs and PlayStation UK created compelling cultural moments
Marketing Week ReportersCombining a little wry British humour with plenty of strategic collaboration, Greggs and PlayStation UK created a mutually beneficial masterpiece.
Why acting fast and compassion put Mother London on track for a record year
Marketing Week Reporters2020 is set to be the creative agency’s highest income year on record with anticipated growth of 10%.
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.
Why KFC censored half of its slogan
Marketing Week ReportersKFC ignored industry advice to play it safe amid Covid-19 and stuck to an approach that would pull on its brand story.
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 Forest Holidays’ marketing team helped the brand deliver record returns
Marketing Week ReportersThe marketing team spotted a crucial opportunity at the start of the pandemic that helped the business deliver record commercial return within a year.
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 retiring Winston Wolfe allowed Direct Line to go up-brand
Marketing Week ReportersDitching its highly successful ‘Fixer’ campaign for a new creative approach was a risk that Direct Line did not expect to pay off as quickly as it did.
How a focus on long-term brand building saved The National Lottery
Marketing Week ReportersFaced with a brand that was fast losing sales and relevance, Camelot devised a strategy to reclaim the role of The National Lottery in people’s lives.
How Covonia predicted where coughs would strike to get the most from its marketing spend
Matthew ValentineCoughs and sneezes spread a marketing message for Covonia in a category-first campaign.
Why Toyota used an old name to bring new technology to drivers
Matthew ValentineToyota targeted mainstream drivers wary of new tech and reluctant to be early adopters.
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.