Marketing Communications Case Studies

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The Marketing Communications chapter of our book Marketing Excellence 2 contains 5 award winning case studies by Dulux, Sainsbury’s, Pedigree, Thinkbox and Harlequins.

The foreword to the chapter is supplied by Amanda Mackenzie, Chief Marketing and Communications Officer for Aviva plc.

“These case studies demonstrate vividly how marketing can drive profitable growth. We as an industry should always remember the power of a simple, brilliantly-articulated idea stemming from a very clear business issue.”
Amanda Mackenzie,
Chief Marketing & Communications Officer, Aviva plc

View entry criteria for the Marketing Communications award

Case Studies for Marketing Communications Case Studies

In order to view the full case studies you must purchase the Marketing Excellence Book 2
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Colour me beautiful. A brand in danger of losing its way gave itself a makeover and brought a healthy glow to its performance. The key insight into its consumers was that they didn’t want paint – they wanted help with matching colours. By mounting a campaign which emphasised the role of colours and how they worked together through Dulux, it became the aspiring decorator’s brand of choice. Read the full Dulux Case Study in Marketing Excellence 2.
Big brand thinking on a shoestring. Despite a tight budget a clever marketing campaign attracted a sell-out crowd for a Harlequins match that has turned into a brand in its own right. More than 76,000 people filled Twickenham on the day of the match, breaking the record for a standard club fixture. Read the full Harlequins Case Study in Marketing Excellence 2.
Making the brand a dog’s best friend. A thoughtful and heart-warming campaign put Pedigree at the forefront of helping homeless dogs. Not only did it help dogs find homes, but it brought consumer attention to the problem and had huge impact on brand perception.. Read the full Pedigree Case Study in Marketing Excellence 2.
Feed your family for a fiver. Sainsbury’s convincingly persuaded customers it was responding to the credit crunch by adapting an existing successful campaign for more straitened times. The campaign led to strong sales uplifts and a transformation in the perception of the brand as value for money. Read the full Sainsbury’s Case Study in Marketing Excellence 2.
Reviving the fortunes of TV as an advertising medium. Thinkbox changed perceptions of the TV advertising medium by persuading a particularly cynical industry audience about its value. Success came from repositioning the medium by vigorously addressing the misperceptions surrounding it, proving it works and generally championing it. Read the full Thinkbox Case Study in Marketing Excellence 2.