This finding, along with several other insights spread across their new web page entitled. Cementing the UK brand’s status as a “family company focused on people and values”, it speaks directly to the many UK consumers who buy McCain products and asks: Featuring couples from all walks of life, it celebrates real love that exists far beyond the boundaries of age, gender, race, disability or ethnicity. Much like Spotify’s data-fueled creative effort, the stars of the search giant’s annual campaign were its users. Consistently labeled one of the most influential examples of great marketing from the past decade, the inspiring #LikeAGirl campaign for Always kicked off in 2013 with the help of Leo Burnett Chicago and Holler. was uncovered using their very own user data, giving the teams an idea. And, to set the right foundation for smart advertising, you must master the use of your consumer insights! Ben Tollett, Group ECD at adam&eveDDB, says: “We wanted to create an ad that threw a spotlight on real couples’ nights in. As a matter of fact, most of that “extra service” was used to share holiday photos and selfies on social media. Melinda Spencer, VP of Marketing for OPSM says: “We passionately wanted to create a useful tool that helps time poor parents to screen their children’s vision from the comfort of their own home, either through the book or through the app in a fun way and are overjoyed that it has been recognised internationally.”. Then, you make a full feature film of it instead! bigger than the profits it could ever make? Consider these examples: Master Card”Priceless “: “Buying things allows you to get some other place in your life that makes you feel good.”... Dove “Real Beauty “: Only 2% of all women consider themselves beautiful, and only 5% consider themselves pretty”. Launching a powerful, content-driven campaign, it consisted of a 16-webisode sitcom honouring the heroes of the IT department and recounting tales of day-to-day struggles that only their target audience would understand, resulting in an abundance of targeted leads. Takada was born in Japan and moved to Paris in 1964 to start his fashion career. “From Powerball numbers to Olympic champions, whether making dessert or becoming a mannequin, this year affected us all in different ways.” says Ben Gomes, VP Search. Group Marketing Director, Mark Palmer says:. Insight > No Action Required. You bring Werner Herzog to make a short TV series. 2. 84% of consumers are unable to recall seeing anything in popular culture that features a family like theirs. Veering away from convention, the campaign portrayed Paralympians in a new light, as fearless ‘superhumans’ as opposed to people to pity. This campaign proves the power that lies in uncovering an insight unique to your audience that can actually drive change. At Greyhound, we were exploring ways to grow ridership and revenues in … The aim of the campaign was to promote aspirations of being an athlete, but not just with high-performing athletes but with all people regardless of their physical capability. ... Insights-driven marketing. Related Post Get on Top of Your Consumer Insights: These are the tools you need to succeed. This finding, along with several other insights spread across their new web page entitled The Dating Apocalypse, was uncovered using their very own user data, giving the teams an idea. They are one of the most inspiring companies when it comes to crafting unique marketing campaigns. This eventually led to the SaaS platform CMNTY is today. Share this marketing insight on Twitter; Like, comment or share this marketing insight on Facebook — Stefanie Grieser. “Marketing is not a battle of products, it’s a battle of perceptions.” – Al Ries. The message was simple: “Life is tough enough, take IT easy”. Pret’s sales of vegetarian food achieved a 13.9 per cent increase in sales to reach £676.2m last year, with the campaign leading to the rollout of more permanent sites. Copyright © GlobalWebIndex 2020. Interested? Not only does it give the brand a key purpose, it proves its deep understanding of its target audience and the challenges they face in everyday life. couples in the spotlight, featuring a diverse mix of people and relationships that aren’t always represented by the media. 2. PS – If you have something quotable to say that should be included in our collection of marketing insights… They played this card just at the right time. This quote by William Bernbach, the U.S. insights pioneer and a major figure behind the Creative Revolution of the 60’s, remains relevant even today. Want to read more about this? The award-winning ‘This Girl Can’ campaign, which first launched in January 2015, set out to encourage more women to play sports, challenging the common perceptions of women that they constantly need to conform to the unrealistic standards set by the media. For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2020. Consumer Insights Example 1: Apple Event. That’s what you’re surrounded with. Nearly 143 million Americans, or 49.2 percent of the US population, participated in an outdoor activity at least once in 2013. In the lead up to the event, having conducted extensive research into athlete perceptions and audience attitudes, the marketing team launched a campaign called ‘Freaks of Nature’, challenging the perceptions of disability in sport, soon to evolve into the follow-up campaign entitled ‘Meet the Superhumans’.