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.
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
On a budget of just £120,000, suicide prevention charity CALM used footage of iconic sporting moments to challenge the stigma around mental health.
Machine learning helped the home improvement retailer develop personalised communications for its two target audiences – everyday consumers and the professional market.
From 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.
Amid a global crisis, KFC saw a once-in-a-lifetime opportunity to flaunt its slogan in a way that would boost word of mouth by over 3,800%.
By keeping its ear to the pulse on social, Weetabix launched a bold and attention-grabbing campaign for just a few thousand pounds.
LA7’s ‘Killing Covid with Kindness’ campaign set out to reduce the number of positive Covid-19 cases within four months.
A change to the Google algorithm in 2019 had seen Tempcover drift down the search rankings. But an intelligent and in-depth overhaul of its approach to SEO changed its fortunes.
Samsung Electronics used its 8K technology to turn the near-disastrous cancellation of Notting Hill Carnival into a virtual success story.
A focus on people, process and technology allowed the government-owned bank to reduce accessibility issues by 96%.
After discovering a gender pension gap, Now: Pensions lobbied government to introduce changes, which could generate an additional £1.2bn in annual pension contributions and see an extra 2.5 million people access a workplace pension.
Highlighting how having ‘no fixed address’ can exclude people from society, HSBC teamed up with Shelter to tackle the financial exclusion faced by the homeless community.
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
The supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.
To coincide with the launch of its period-proof product, Adidas created a free lesson plan equipping young people with the tools to manage their cycle through nutrition and exercise.
By tapping into the power of its masterbrand, Tesco Mobile went from overlooked brand to “customer champion” on track to exceed 15% consumer growth by 2025.