Author: Nikki Gilliland

Nikki Gilliland

The rise of the direct-to-consumer model (it's not just Dollar Shave Club)

Dollar Shave Club has come a long way in just four years and is the most oft-cited direct-to-consumer model in FMCG.

The brand had a wildly successful viral ad and sells a subscription to razors for as little as three dollars per month - its sales reached $152m in 2015.

Recently, the company’s success was cemented when Unilever snapped it up for a cool $1bn.

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A closer look at Dove's anti-sexism #MyBeautyMySay campaign

For its latest campaign, Dove has teamed up with former gymnast Shawn Johnson to shed light on the sexism that female athletes are subjected to.

By highlighting how conversation is often centred around beauty and aesthetics rather than athleticism, it is aiming to change the narrative once and for all.

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Elizabeth Arden uses contexual data to drive DOOH campaign

Elizabeth Arden has launched a new campaign to highlight how pollution can harm our skin.

Naturally, it has chosen to do it in the heart of one of the world’s most polluted streets – London's Oxford Street.   

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The National Theatre launches new VR studio

On the back of last year's immersive exhibition for wonder.land, the National Theatre has launched its very own virtual reality studio.

Designed to help writers, directors and actors explore VR as well as create unique experiences for visitors, it’s one of the first theatres to experiment with the technology.

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10 marvellous digital marketing stats of the week

We’ve got some cracking stats for you this week, including news about Amazon’s marketing budget, Olympic advertising, AI funding and so much more.

For further insight, download the Internet Statistics Compendium.

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Site comparison: Victoria's Secret vs. Nike Women, the battle of the sports bras

It’s a company better known for controversy rather than lingerie, but now, Victoria’s Secret is aiming to capture a new market – sports.

Since announcing that it will stop selling swimwear after 2016, it has also divided its website into the three separate categories of Victoria’s Secret, Pink and Sport.

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Why I love The Pool and its refreshing approach to publishing

With so much content available to us online, how on earth are we meant to decide what is worth consuming?

The Pool, a multi-media online magazine for ‘busy women’, wants to provide us with the answers.

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Five key points to consider for a smooth site migration

The ‘migration myth’ is the belief that companies are automatically going to lose traffic and revenue in the site migration process.

Luckily, this myth doesn't have to be any more than that, if you remember these five important points, extolled by Jon Earnshaw, the CTO of PI Datametrics, at Search Leeds 2016.

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The top 10 most-shared Olympic ads so far

Ahead of the opening ceremony this Friday, Olympic excitement is building.

So, how are the biggest ads faring online? 

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Four things brands can learn about tone of voice from Gymbox

There’s not much that can motivate me to go to the gym. Other than the realisation that I’m wasting a gut-wrenching amount of money each month that is.

Maybe my reluctance stems from the fact that gyms can be rather sterile and soulless places. 

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phelps

What Rule 40 means for brand marketers during the Olympic Games

The Olympic Games and million-dollar marketing campaigns go hand in hand.

Official sponsors like Coca-Cola and McDonald's pay mega bucks for the privilege of plastering their logos all over athletes and official Olympics merchandise.

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Purchase with purpose: How four brands use ‘social good’ to drive consumer loyalty

According to a recent study, 73% of consumers believe brands have a responsibility to do more than just generate a profit. 

Now, people expect social responsibility, and even more than that, for brands to actively try to make a difference in the world.

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