Bumble on how embedding AI into its qualitative research process boosted engagement
Josh StephensonBumble’s insights team found itself on the fringes of the big conversations – until it started using an AI tool to help it deliver some work quicker.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How Colgate-Palmolive better aligned retail media with brand
Grace GollaschColgate-Palmolive has been taking a “full funnel mindset” approach to retail media by restructuring its marketing teams and allocating seperate budgets despite being on a “relatively new” journey.
How Vue worked with insights to overcome feeling ‘conscious’ about expanding into gaming
Josh StephensonVue brought its senior leadership into the process early and leaned on the expertise of colleagues to launch its gaming proposition.
How LNER used AI to segment its audience and deliver more ‘precise’ campaigns
Grace GollaschTo address its “frequency challenge” LNER built a machine learning model to define “high-propensity” customers to target with email campaigns, resulting in higher conversion and less waste.
How ITV turned the Post Office scandal into a national campaign for change
Marketing Week ReportersBy holding true to its brand purpose, the broadcaster connected millions of people to a vital story and pressured the government to act.
How Barclays reached over 4 million people with hyper-local targeting
Marketing Week ReportersBy combining segmented data with a targeted media strategy, the bank drove awareness of its Barclays Local service across 15 communities.
How Vitality reinvented its brand mascot to become a health ‘champion’
Marketing Week ReportersAs cost of living pressures hit demand for health insurance, Vitality embraced a proactive brand platform and galvanised the public.
How Norwich City went global with its mental health message
Marketing Week ReportersThe football club’s poignant suicide prevention film gained a massive online audience and prompted thousands to seek support.
This Much I Learned: Virgin Media O2 and VCCP on keeping their long-standing partnership ‘fresh’
Marketing Week ReportersVirgin Media O2’s marketing director Simon Valcarcel and Charles Vallance, founder of VCCP, Marketing Week’s Agency of the Year, discuss the importance of honesty and consistency during their 23-year partnership.
How Paddy Power ‘pulled a 180’ to donate £1m to charity
Marketing Week ReportersThe tie-up between Paddy Power, Prostate Cancer UK and the Professional Darts Corporation drove a 232% increase in men using the prostate cancer risk checker.
How P&O Ferries used a challenger mindset to win back customers
Marketing Week ReportersBy taking on the competition, P&O revived its brand health metrics and drove reappraisal of ferry travel.
How VCCP’s ‘challenger’ spirit is helping brands build market share
Marketing Week ReportersHaving added Co-op and Primark to its roster in the past 12 months, VCCP credits its “challenger” mindset for helping clients grow value sales and market share.
How NHS Blood & Transplant reached 1 million people via organic social
Marketing Week ReportersA campaign highlighting the plight of the 233 children on the organ transplant waiting list delivered 1.5 billion earned media impressions.
How Guinness put the fun into alcohol-free marketing for St. Patrick’s Day
Marketing Week ReportersBy reframing the discussion around drinking culture, Guinness drove sales of its alcohol-free beer and changed perceptions of Ireland’s national day.
How Chinese EV brand BYD used targeted media to make its mark in Europe
Marketing Week ReportersAs a largely unknown brand in EMEA, the electric car company used programmatic platforms to help drive awareness in five markets.