With the aim of engaging parents, grandparents and kids alike, this campaign sought to achieve standout in a cluttered market by creating a shared family moment and aligning activity with a spirit of adventure and a sense of heritage.
With a mission to bring back Britain's teatime as an occasion to savour, McCain wanted to position itself as a brand that would make 'good stuff' happen during these unappreciated moments.
According to Sainsbury's research conducted by NetMums, 80% of mums spend a substantial proportion of Mother’s Day cooking and washing up, while only 9% have ever had a meal cooked for them by a family member on the day. These insights didn't just lead the media strategy for Sainsbury's Mother's Day campaign, but actually influenced what products were featured.
For the launch of its 'Man on the Moon' app, John Lewis teamed up with The Sunday Times to tap into readers' trust of newspapers and drive engagement beyond just its Christmas TV advert.
In a bid to reposition McArthurGlen as a destination fashion retailer, the brand hijacked London Fashion Week to prove it could replicate the latest trends with products from its outlets.
Walkers continued its #wesupportyougary campaign, promoting the tongue-and-cheek nature of the brand, with a spoof page 3 advertisement for Gary Lineker's pants pledge on Match of the Day.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
Tropicana partnered with The Telegraph to split the facts from the fiction in the sugar debate and get a glass of Tropicana back on the breakfast table of families in the UK.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
With a mission to bring back Britain's teatime as an occasion to savour, McCain wanted to position itself as a brand that would make 'good stuff' happen during these unappreciated moments.
According to Sainsbury's research conducted by NetMums, 80% of mums spend a substantial proportion of Mother’s Day cooking and washing up, while only 9% have ever had a meal cooked for them by a family member on the day. These insights didn't just lead the media strategy for Sainsbury's Mother's Day campaign, but actually influenced what products were featured.
For the launch of its 'Man on the Moon' app, John Lewis teamed up with The Sunday Times to tap into readers' trust of newspapers and drive engagement beyond just its Christmas TV advert.
In a bid to reposition McArthurGlen as a destination fashion retailer, the brand hijacked London Fashion Week to prove it could replicate the latest trends with products from its outlets.
Walkers continued its #wesupportyougary campaign, promoting the tongue-and-cheek nature of the brand, with a spoof page 3 advertisement for Gary Lineker's pants pledge on Match of the Day.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
Tropicana partnered with The Telegraph to split the facts from the fiction in the sugar debate and get a glass of Tropicana back on the breakfast table of families in the UK.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Boomerang Media Shopping Mall AdvertisingLiam Keynes
Reach affluent shoppers at the last opportunity to influence the buying decision using our portfolio of 100 quality shopping malls with a combination of digital, static, portrait and landscape media. 25 of our malls feature in the top 100 (TWR) and our hero sites include Bluewater, The Bullring Birmingham and Liverpool One.
Our malls offer the opportunity to reach a combined footfall of 37 million every 2 weeks. 42% of visitors are aged 16-34 and average spend per visit ranges from £50 – £150 per mall. The average dwell time for shoppers is 95 minutes giving you plenty of time to influence your audience.
Boomerang Media Shopping Mall AdvertisingLiam Keynes
Reach affluent shoppers at the last opportunity to influence the buying decision using our portfolio of 100 quality shopping malls with a combination of digital, static, portrait and landscape media. 25 of our malls feature in the top 100 (TWR) and our hero sites include Bluewater, The Bullring Birmingham and Liverpool One.
Our malls offer the opportunity to reach a combined footfall of 37 million every 2 weeks. 42% of visitors are aged 16-34 and average spend per visit ranges from £50 – £150 per mall. The average dwell time for shoppers is 95 minutes giving you plenty of time to influence your audience.
Using the results from over 500 econometric models over the last five years, Benchmarketing has proved that newsbrands continue to play a very important part in the modern media mix. As a result, advertising spend should return to 2013 levels for optimum effectiveness
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
By partnering with Trinity Mirror and Bauer, Kellogg’s increased people’s awareness of its ‘Buy a box-give a bowl’ initiative and drove purchase intent.
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
New research from the UK's largest independent media agency, the7stars, in partnership with Newsworks, reveals that 63% of the nation want more serendipitous online content.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
Mummy and Daddy, what did you do in the Truth War?Newsworks
Patrick Barwise, emeritus professor of management & marketing at London Business School, on how digital media have contributed to a 'post-truth' world.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
Ford launched the Unlearn campaign to change the way audiences think about the brand in Britain, using outstanding print formats to encourage re-evaluation of preconceptions.
Kia teamed up with The Telegraph to enrich understanding of its involvement in football, while improving consideration of its new model and increasing sales.
Specsavers teamed-up with The Evening Standard to appeal to consumers of fashion and to communicate that the known-for-value specs are also 'trend followers' frames.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
STUDIOCANAL case study
1.
UK Theatrical Release
Background and Objectives
The film was being released in a competitive market place, as the summer holidays
traditionally sees an influx of kids releases and this was no exception.
Based on FAME data we were able to identify the following audiences and in order
to reach the box offices targets we needed to engage and convert the following
audiences;
Parents ABC1 25+ (of 7-11 year olds)
Grandparents ABC1 55+ (of 7-11 year olds)
Alongside this, the key communication pillars of the film were;
• The Spirit of Adventure
• English Heritage
• Family & Friendships
We needed to communicate and engage across these audiences in order to convert
to cinema attendance in a cluttered marketplace.
The specific role of Newsbrands was to create a shared family moment between
parents/grandparents and their children/grandchildren. To reach inside the family
and engage the key audiences together.
Insight
The competitive landscape of the film market place presented lots of animated films
such as Finding Dory and live action such as Pete’s Dragon. Our release as live-
action and having an English heritage presented a unique opportunity for our
traditional film to standout within a cluttered CGI competitor landscape.
2.
Looking at FAME (Film Audience, Measurement and Evaluation) data we were able
to analyse the audiences of previous releases in order to create our target audience.
The data told us that we were clearly looking for a family orientated audience with
more than 50% across both our primary (Parents ABC1 25+) and secondary
audience (Grandparents ABC1 55+) Looking at the socio-demographic breakdown of
competitive releases the average was 62% ABC1 and skewed slightly female.
However, subject matter of a film did have an impact on the gender.
Overall, the audience strongly agree that their family is more important than their
career. We were then further reassured to see that again more than 50% of our
grandparents enjoyed spending time with their families. All the while both groups
strongly value communicating with friends and family.
Traditionally, the kids’ film marketplace is driven by pester power from children to the
adults in their life. As the heritage lay with the older audience (parents and
grandparents) we wanted to reverse this role and have the pester power coming
from the grownups!
The Plan
In conjunction with the Telegraph we produced a craft activity that children could
participate in with the assistance of the ‘grown-ups’ in their lives! We created a four-
page pull out including a pirate hat cut-out. In keeping with the Swallows and
Amazons’ competitive theme, we ran a competition page where pictures of the hats
could be uploaded.
Running this activity in the Telegraph allowed us an association with a trusted
English heritage brand matching the values of the film. Ensuring engagement with
the target audience but also reigniting the ‘kids at heart’ of the older audience.
We were able to connect this across many media channels but a specific focus on
digital with activity running across Instagram to further bolster the reach of the
newspaper activity. This was also carried into the client’s PR and publicity strategy.
Results
The Total Box Office to date (6 weeks from release) is £3,000,000, vastly exceeding
the client’s expectations. Opening weekend generated a box office of £700,000
which ensured screens were held over into the competitive summer holidays against
the strong competition.
In total we received 201 entries to the competition which was a direct result of seeing
the print ad and going online to enter.
3.
Newsbrand spend accounted for 11% of the overall spend, which exceeds averages
for kids’ film releases.
Newsbrands can be seen as stuffy or old fashioned, but we think this campaign very
much demonstrated this was not the case. We were able to create a fun engaging
campaign in what might be considered a traditional vehicle. We demonstrated that
Newsbrand readers are just as young at heart as the children in their lives! We also
showcased how to reach beyond the reader, talking to the primary audience of
Newsbrands but reaching outwards into their family to create a unique moment that
emotionally connected them to one another as well as with their inner child (and
pester power!)
Client View
• Denise Parkinson, Global and UK Entertainment Director at Telegraph Media
Group -
“We loved it because Instagram and FB integrated in a seamless marketing exercise to bring
the original print execution to the scale of audience and a delightful "how to make a paper hat
for children" promotion. Delighted users and the client".
• Stuart Henderson, Head of UK Theatrical Marketing for StudioCanal –
“One of our core objectives for the Swallows & Amazons campaign was to create a sense of
cross-generational excitement amongst grandparents, parents and children. The Telegraph
was therefore an ideal partner for the film and their creative solution gave us an opportunity to
engage with all of those audiences in a way which really captures the film’s spirit of fun and
adventure.”
• Grace Parruca, Senior Account Manager at Target Media and lead on the
campaign –
“The Telegraph was a great partner for enabling us to talk to families in a time and
environment where they would all be together. We wanted to bring the element of creation
and fun to life, where the adults could be seen to pass on a skill to their youngsters. The
execution was so much fun that we got our office to make their own paper hats too. It’s fair to
say there’s Swallows and Amazons hats on desks and heads throughout our floor!!”