How E.ON repositioned as the ‘un-utility’ energy company
Marketing Week ReportersWhen 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.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How Sainsbury’s used location to make its marketing ‘ultra personalised’
Marketing Week ReportersSainsbury’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.
How Premier Inn proved the value of service
Marketing Week ReportersThe hotel chain understood service was important but wanted a model for assessing its effectiveness to justify investment.
How Virgin Holidays personalised emails to banish the January blues
Marketing Week ReportersVirgin Holidays’ personalised approach to email marketing helped it achieve a 49% boost to revenue driven from the campaign, equating to £17.3m.
How Very.co.uk ‘won’ Black Friday
Marketing Week ReportersOnline 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.
How LADbible got people to fight plastic pollution by creating a country
Lucy TesserasLADbible’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.
How Argos shifted customer perception to be known as a modern retailer
Marketing Week ReportersThe retailer’s innovative campaign featuring 80 date-stamped ads helped boost brand perceptions, sales and awareness of its delivery services.
How Bodyform took the ‘toxic shame’ out of periods
Marketing Week ReportersThe 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 hopes to banish stereotypes with four-part diversity framework
Lucy TesserasDiageo aims to tackle representation, perception, agency and characterisation in its advertising as the drinks giant looks to drive change and challenge stereotypes.
HP on proving the business case for diversity in marketing
Molly FlemingHP 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 keeps with diversity agenda after seeing brand boost
Molly FlemingMcCain 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.
Ikea: Criticism of campaigns that champion diversity only pushes us on
Sarah VizardJohn 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.
Maltesers unveils braille bus poster as it puts inclusivity at heart of the brand
Sarah VizardBrand says focus on disability and inclusivity has been a success commercially, creatively and from a societal point of view.