How Benefit used NPS to build the business case for brow tints
After introducing NPS to its services business, Benefit has been able to map the success of its customer experience and drive this agenda up to the C-suite. From face waxes…
How The Guardian turned ’emotional desire’ into financial support
The combination of a clear purpose, editorial commitment and great timing helped The Guardian’s ‘Hope is Power’ campaign become a “huge driver” of financial support worldwide. [embedded content] 2019 has…
How Channel 5 joined forces with the Spice Girls to build a TV brand
From getting the Spice Girls to cut the ribbon at its debut event to pioneering an integrated approach to marketing, the launch of Channel 5 was all about challenging norms…
How Dixons Carphone overhauled its CRM programme
When Saul Lopes joined Dixons Carphone as head of CRM almost a year ago, the business was at the beginning of its transition from being a discount-heavy retailer to having…
How focusing on innovation, creativity and the long-term helped turn around Premier Foods’ sales
The company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity,…
How Honda overhauled its content strategy to go electric
Honda has evolved from the “short-form, attention-grabbing marketing of old” to longer format, storytelling and advertorial content in a bid to bring its brand to life for consumers.“We made a…
How Avon is using social listening to streamline innovation
By looking at more than one million comments about mascara online, the beauty giant was able to come up with what it believes is the ultimate product. https://www.youtube.com/watch?v=miCLSiqtPs8 Avon has…
McCain expands diversity focus to better understand families
[embedded content]McCain is launching a new £2.5m campaign that celebrates the differences in opinion in families across the nation, from pet preferences to political views, as it looks to expand…
Meet the DTC beauty brand founded on the psychology of consumer behaviour
Beauty Pie products are bought at face value from labs worldwide.Offering consumers luxury beauty products at face value prices, online disruptor Beauty Pie has carved out a niche as a…
The direct-to-consumer customer insight advantage
HelloFresh believes it is in a strong position when it comes to consumer insight as it has direct relationships with its customers. Meal kit specialist HelloFresh believes being a direct-to-consumer…