How Tesco grew share of voice last Christmas by embracing joy
Marketing Week ReportersDetermined to offer Christmas without the compromise, Tesco drove value perceptions and boosted its NPS with its award-winning Christmas 2022 activity.
Determined to offer Christmas without the compromise, Tesco drove value perceptions and boosted its NPS with its award-winning Christmas 2022 activity.
Despite having never run a brand campaign pre-2021, Addleshaw Goddard’s new look team delivered a 25% increase in search traffic, record engagement and press interest.
By flipping its famous ‘Should’ve Gone to Specsavers’ tagline on its head the optical retailer improved brand perceptions and turbocharged eye test bookings.
Determined to educate the public on the dangers of economic abuse, HSBC worked with domestic abuse charities to help survivors regain financial independence.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Terry Smith launching a fresh attack on Unilever’s purpose efforts to Sainsbury’s staving off competition from the discounters, it’s been a busy week. Here is my take.
The founder of investment firm Trian Partners has said Disney is in “crisis”, calling for major changes at the media giant and a seat on its board.
New CMO Kate Thunnissen is on a mission to reignite Mettle’s brand, after a cut to investment took its toll on awareness last year.
Research shows consumers make changes when landmark birthdays approach, but few brands target people based on these important ages.
CEO Stuart Machin also praised the “outstanding performance” delivered by the clothing and home team, which grew its market share to its highest since 2015.
With UK sales down 8%, the ecommerce giant says it is “optimising marketing spend” and culling unprofitable brands in a bid to make £300m in savings.
Some customers also switched to discounters Aldi and Lidl over the festive period, but for Tesco this was more than offset by gains from other supermarkets.
A CMO and inventor, the pivotal moment for James came during a business course which made him question his career to date.
When we talk about performance marketing, we’re talking about campaigns with a specific and measurable outcome – campaigns that focus on tangible results to indicate success, which typically include clicks, leads, conversions and sales. We believe that brand lift – a set of metrics including awareness, consideration, preference and action intent – is a key […]
Having branded the company’s focus on purpose “ludicrous” in 2022, fund manager Terry Smith has again accused Unilever of “virtue signalling”.
Sainsbury’s focus on value has helped the supermarket fend off competition from the discount supermarkets over Christmas, as traditional grocers battle to maintain market share.