How Dove redefined beauty for the pandemic
Marketing Week ReportersAs a purpose-led brand, Dove wanted to highlight the courage and confidence of key workers in a way that government messaging was failing to do.
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
As a purpose-led brand, Dove wanted to highlight the courage and confidence of key workers in a way that government messaging was failing to do.
It started with a tweet and went on to raise over £20m to tackle food poverty.
While others retailers opted for a more sober approach to Christmas campaigns in 2020, Tesco chose humour and cheekiness.
With a series of strategic ‘flips’ Toyota Yaris was able to attract new audiences and shift perceptions of the brand.
Faced with the threat of losing the majority of its annual visitor revenue due to the pandemic, Chester Zoo had to act quickly to ensure it could survive.
A single tweet sparked a campaign that would become Aldi’s biggest news story and lead to protests outside Marks & Spencer.
In just over a year Cazoo has gone from being an unknown startup with a name associated with a musical instrument to an established player in the used car market.
When everyone was talking about Messi, Budweiser and Copa90 created a campaign that would ensure the drinks brand was seen as more than just a mere part of the conversation.
The brand’s search volume index almost always sits between 20 and 30 points above the search volume of the property market as a whole.
TalkTalk saw a 12% uplift in purchase intent after trialling in-game advertising, which head of brand and acquisition Ben Cooper says was achieved by integrating it in a “non-obstructive way”.
The broadcaster partnered with the likes of Netflix, Disney+ and YouTube for its recent Sky Q campaign, in which it created bespoke ads for different groups of TV viewers.
By introducing brand-focused TV advertising into its marketing mix, online florist Bloom & Wild has recorded significant improvements in awareness, consideration, and even in its share of search.
BBH impressed the judges with the consistent application of its mission to achieve effectiveness through creativity, an approach which saw it named Marketing Week Masters Agency of the Year.
Changing its name and launching a new website presented Refinitiv with a tough SEO challenge, but after generating 20 million links in one year, it was a challenge the brand met head on.
Analysis of 1.3 billion impressions across 15 advertisers revealed what programmatic supply chains really look like for the first time.