How a team rethink helped one brand go global
Marketing Week ReportersDespite having never run a brand campaign pre-2021, Addleshaw Goddard’s new look team delivered a 25% increase in search traffic, record engagement and press interest.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How Specsavers defied detractors with a campaign refresh
Marketing Week ReportersBy flipping its famous ‘Should’ve Gone to Specsavers’ tagline on its head the optical retailer improved brand perceptions and turbocharged eye test bookings.
How HSBC drove 1,400% uplift in financial abuse awareness
Marketing Week ReportersDetermined to educate the public on the dangers of economic abuse, HSBC worked with domestic abuse charities to help survivors regain financial independence.
How Refuge tackled the online abuse ‘epidemic’
Marketing Week ReportersDetermined to support survivors of online harassment, Refuge used social media to drive legislative change and generate £1m in ‘social value’.
How one company unlocked the power of ABM
Marketing Week ReportersThe creation of a global ABM Centre of Excellence helped IT services giant NTT take its marketing from fragmented and localised to centralised and effective.
How a text message helped save Ukrainian refugees from slavery
Marketing Week ReportersAnti-slavery charity Unseen UK sought to reach Ukrainian refugees entering Britain before they fell into the hands of human traffickers.
How Audi tapped into tech to drive EV demand
Marketing Week ReportersIntended to cause a stir among electric car drivers, Audi and Sky Sports joined forces on new tech to enhance coverage of cricket competition The Hundred.
How Sky hijacked social media with the help of 200 influencers
Marketing Week ReportersTo build hype around the launch of its Sky Glass TV, Sky kicked off a year-long influencer campaign which doubled the benchmark for reach at 48 million.
How TUI’s marketing team ‘futureproofed’ the brand
Marketing Week ReportersDespite suffering the adverse effects of Covid, TUI decided to come out swinging with a new purpose, strategy and identity designed to futureproof the brand until 2027 and beyond.
How Heinz got festive soup on the global news agenda
Marketing Week ReportersJumping on news of a potential festive food shortage, Heinz gave its Big Soup brand a much-needed boost through its most cost-effective earned campaign of 2021.
How RNIB smashed its fundraising targets by 117%
Marketing Week ReportersA braille newspaper cover takeover, tie-up with Amazon’s Alexa and ITV partnership helped the charity reach more children with its festive message, while also exceeding donor targets by 78%.
How Greggs and Primark joined forces to go viral
Marketing Week ReportersA carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
CALM on how financial constraints became its strength
Marketing Week ReportersOn a budget of just £120,000, suicide prevention charity CALM used footage of iconic sporting moments to challenge the stigma around mental health.
How Wickes used machine learning to fuel hyper-personalised targeting
Marketing Week ReportersMachine learning helped the home improvement retailer develop personalised communications for its two target audiences – everyday consumers and the professional market.
Aldi scoops Brand of the Year accolade
Marketing Week ReportersFrom unseating Morrisons to become a ‘big four’ supermarket to claiming its place in BrandZ’s Top 100, Marketing Week’s Brand of the Year has had a year to remember.