How Ikea struck social media gold with a simple Christmas concept
Marketing Week ReportersHarnessing one of its most distinctive brand assets, the furniture retailer achieved viral success during the busy festive shopping season.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How Laithwaites proved the case for brand building in a 55-year-old business
Niamh CarrollAfter a post-pandemic slowdown in sales, Laithwaites used a regional testing approach to prove the case for brand building in a business that had been largely focused on direct selling.
How KFC became a festive favourite with an ‘anti-UGC’ campaign
Marketing Week ReportersAmid calls to introduce a festive turkey product, KFC cheekily defied its fans and drove leaps in awareness and sales.
How Lebara Mobile doubled market share by targeting savvy shoppers
Marketing Week ReportersStudying fellow value brands like Aldi and Lidl, the mobile network realised it needed a strong message to overcome misconceptions low prices mean poor quality.
How ITV turbocharged marketing’s influence with streaming reboot
Marketing Week ReportersAccording to employees, the marketing department is being taken more seriously than prior to the launch of revamped streaming service ITVX.
How Range Rover and Sky joined forces to create ‘event TV’
Marketing Week ReportersThe car brand enlisted the help of Sky Media to take the launch of the Range Rover Sport from standard branded content to must see TV.
How a ‘culture-making’ tie-up helped JBL go viral
Marketing Week ReportersThe audio brand’s collaboration with US rapper Doja Cat went from the Grammy Awards to viral TikTok sensation, helping JBL resonate with its key Gen Z audience.
How a ‘focus on excellence’ helped BBH grow business by 90%
Marketing Week ReportersThe creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
How ITV attracted 2 million new viewers
Marketing Week ReportersInvesting in detailed audience insight helped ITV segment its first-party dataset to fuel the launch of streaming service ITVX.
How one brand hit 215% ROI with ‘sophisticated’ segmentation
Marketing Week ReportersA multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
How skillful data use helped Channel 4 achieve its biggest E4 audience
Marketing Week ReportersThe broadcaster’s targeted approach saw it bridge the viewing gap between the UK and Australian versions of hit reality show Married at First Sight.
How Cadbury’s multichannel mantra delivered £230m in revenue
Marketing Week ReportersFrom interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
How joined up insights became a key growth driver for Vodafone
Marketing Week ReportersBy overcoming its patchy approach to market research, Vodafone empowered its teams to make better marketing decisions.
How the British Heart Foundation saved a life with its shocking Twitch takeover
Marketing Week ReportersBy creating a native streaming campaign, the charity devised an ingenious way to engage Gen Z with its CPR training.
How Uber doubled awareness of its train ticket business
Marketing Week ReportersBy evoking its distinctive brand behaviours, the ride-hailing app successfully launched a new travel service and expanded its customer base.