How Aldi stole the news agenda with a Kate Moss lookalike
Marketing Week ReportersAs Chanel arrived in town for an exclusive fashion event, Aldi devised a way to hijack the attention at minimal expense.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How one pharma giant became the ‘fastest growing’ brand in its sector
Marketing Week ReportersA campaign aimed at winning over US doctors led to pharmaceutical company Genentech administering 2 million doses of its retinal disease treatment.
Why embracing purpose helped O2 boost campaign ROI
Marketing Week ReportersThe telecoms giant decided to take its support for those facing data poverty up a level with the release of a Christmas card gifting 7GB of free data.
How blockbuster Barbie became Warner Bros. biggest UK release
Marketing Week ReportersA holistic campaign spanning outdoor, social, TV, experiential, radio and brand partnerships helped Barbie gross £18.4m at the UK box office in just three days.
How Warner Bros. brought ‘Barbie Land’ to the UK
Marketing Week ReportersFrom painting black cabs pink to Margot Robbie fronting bespoke Love Island ads, Barbie’s launch campaign went all out to cement the film in British pop culture.
How Coppafeel! reached 1.1 million users on Instagram
Marketing Week ReportersBreast cancer charity Coppafeel! enlisted the help of the black community to make self-examination routine for young black women nationwide.
How the NHS kickstarted a national conversation about organ donation
Marketing Week ReportersIn a bid to tackle deep seated inequalities, NHS Blood & Transplant placed 233 dolls in hospitals and GP surgeries – one for each child on the organ donation register.
How Ovo Energy recruited 37,000 households in two months
Marketing Week ReportersOvo’s programmatic DOOH campaign tapping into National Grid data informed customers in real time how to access greener, cheaper energy.
How a reboot took the BBC’s marketers from ‘servants’ to strategic partners
Marketing Week ReportersThe BBC’s three-year marketing reboot spanned everything from creative risk-taking to wholesale cultural change, helping the team regain their mojo.
How ‘unconventional optimism’ helped Lidl go from challenger to ‘British staple’
Marketing Week ReportersFrom TV sponsorships to croissant-shaped QR codes, the supermarket embarked on a five-year mission to democratise quality and overcome the ‘Lidl lag’.
How pre-loved fashion helped Transport for Wales cut teen trespassing by 50%
Marketing Week ReportersThinking like a teenage boy helped Transport for Wales save lives through a pre-loved clothing pop-up with a serious message.
How B2B travel brand Travelport reached 2.76 billion eyeballs
Marketing Week ReportersTravelport’s content around its world record attempt to visit the Seven Wonders of the World in seven days via public transport notched up 5.7 million YouTube views.
How one charity used ‘compassionate shock’ to tackle life-limiting taboos
Marketing Week ReportersCollective Girl vs Cancer embarked on a campaign of compassionate ‘shockvertising’ to spark conversations about sex post-cancer.
How a ‘devotion’ to retention helped Verizon double orders
Marketing Week ReportersThe internet and cybersecurity company increased revenue via a switch in strategy from a channel-centric to customer-centric approach.
How Mars overtook its rivals with a festive chocolate push
Marketing Week ReportersThe confectioner’s play to win the chocolate war by axing Bounty helped Celebrations pull ahead of its key competitors over the Christmas season.