The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
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.
McCain is launching a new ad campaign to coincide with Valentine’s Day that features a diverse range of couples as it looks to build on success.
John Lewis, Maltesers and Tesco have all faced criticism for their decision to create more diverse advertising. However, marketers have a responsibility to ensure they are representing society, according to Ikea’s marketing boss.
Brand says focus on disability and inclusivity has been a success commercially, creatively and from a societal point of view.