Posts tagged with Campaigns

The best experiential marketing campaigns of 2017

The popularity of experiential marketing continues, with brand events and experiences proving bigger and better than ever. 

The benefits are clear. According to a study by Freeman, over half of global CMOs see brand experiences as a way to forge ongoing relationships with audiences, while 90% of global marketers think that brand experiences create more compelling engagement.

0 comments

10 deliciously creative Domino's Pizza marketing campaigns

In 2010, Domino’s Pizza was known as the poor man’s Pizza Hut. 

Not a patch on Papa John’s, and unable to satisfy the growing consumer desire for a ‘posher’ slice found in the likes of Pizza Express.

1 comment

11 impressive influencer marketing campaigns

We’ve been talking a lot about influencer marketing on the blog lately.

From common mistakes to tips on finding the right micro-influencer – it’s easy to wax lyrical about the idea. But what does successful influencer marketing really look like? 

To give you some proof that it can be an effective strategy for brands (and not just a buzzword) here are 11 campaigns that are undeniably great.

0 comments

Ikea renames products for new SEO-focused Retail Therapy campaign

Ikea is frequently cited as a master of branding, marketing and advertising, and it has a portfolio of campaigns and creative to justify the compliment.

The latest: the company's Retail Therapy website, which is part of its Where Life Happens campaign.

0 comments
bid

Six online advertising tactics set to rise

Online budgets are getting bigger to more accurately reflect consumer behaviour, but so are ROI expectations.

And some new technologies which promise to bring us closer to our customer, arguably push us further away.

How is the ad tech landscape changing in 2016? And what tactics can we expect to boom?

0 comments

10 delicious digital marketing campaigns from McDonald's

However you feel about thin pieces of meat matter nestled between entirely time-proof bread, we’re here to talk about marketing rather than products. 

McDonald’s may have suffered in terms of both finance and reputation over the years, but when it comes to digital marketing the brand has achieved some pretty impressive results. 

0 comments

How Women’s Aid used digital OOH ads to make 327m people stop & look

Domestic violence will affect one in four women in their lifetime. Yet it so often goes unnoticed and unreported.   

In a Masters of Marketing award-winning campaign last year, domestic abuse charity Women’s Aid wanted to put the issue firmly into the public eye.  

1 comment

Five things to do when approaching influencers

The first post I wrote for Econsultancy was about finding influencers in your industry

I’ve been here exactly one month today, so to celebrate I thought I’d do a follow-up post on the same subject. Yeah, I know how to party.

2 comments

How to use Google Analytics URL builder to track campaigns

We're pretty big on measurement on this blog, and we use analytics to identify key topics, improve our content, and prove our effectiveness. 

To this end, we're big users of Google Analytics, supplemented by paid tools from Moz and others. 

We use a bunch of custom reports, segments and dashboards for measurement but I've only recently come across the Google URL builder, thanks to our Head of Social Matt Owen.  

So, for the uninitiated, here's a quick run through of how to use it, and a few suggested applications... 

19 comments
le tour - yellow sheep

Tour de France: How have Yorkshire brands used The Grand Départ?

It’s not often that Yorkshire, England, is in the spotlight on the world stage, but this weekend it certainly was.

The Tour de France kicked off and Yorkshire businesses and infrastructure experienced millions of people turning out to see the Départ.

I thought I’d do a little round up of the official supporters of the Grand Départ that have been making the most of the media’s attention.

2 comments
cancer research uk logo

Cancer Research UK on how its social team reacted to #nomakeupselfie

The #nomakeupselfie campaign has helped to raise more than £8m for Cancer Research UK. This money will fund 10 clinical trials, an astonishing achievement.

Many articles have commented on just why the campaign was so successful, from its mobile nature to the emotional triggers pulled by shared photographs.

What hasn’t been covered is just how Cancer Research UK dealt with such a large amount of social action. How does the team to react and capitalise on what some may think amounts to a black swan event?

I spoke to Aaron Eccles, senior social media manager at Cancer Research UK and asked him about the campaign. Here’s what I learned.

0 comments
why did you choose to buy an electronic car? - Nissan

How content marketing can cater for increasingly savvy customers

Content marketing is a big deal, but the term will disappear as we realise all marketing is defined by its content.

Econsultancy's Chris Lake made a similar point when recently introducing a list of great content from brands. He argued that the difference between advertising and content is moot.

Shouldn’t all advertising be thought of as at least one of: funny/useful/inspiring/informative etc? Obviously the answer is yes, but the reality is a little different.

Content marketing is still a hugely popular term. One can point to tens of thousands of Google searches every month, the jagged rise of the term shown on Google Trends, and the astounding success of Lake’s periodic table of content marketing, which has been shared more than 5,000 times in less than a week.

The broader trend though is a consumer enabled by the internet to become ever more informed, an instantaneous autodidact on a previously unimaginable scale. Basically, savvier than ever.

So how do brands make sure that savvy customers’ power is appropriated? The answer is through communities, through providing content that effectively takes ownership of a particular question or problem. This can be as simple as ‘should I buy a Nissan Leaf?’ (read on for more) or ‘how do I care for my baby?’.

Let’s take a look at a couple of examples.

4 comments