Samsung, an electronics brand, launched a segmented campaign that used wellbeing ambitions to encouraged UK consumers to buy the Galaxy Watch3 and use it to make healthy lifestyle changes.
The Commonwealth War Graves Commission (CWGC), an intergovernmental organisation, launched a geo-targeting campaign to make the plight of victims of war more personal in the UK.
Mazda, an automotive brand, increased online engagement during COVID-19 lockdowns in the UK by launching a data-driven campaign that improved content and optimised CTAs.
HSBC, a banking brand, helped homeless people in the UK open bank accounts by getting its branches to allow them to open an account using a participating charity's address as their proof of identity.
The Department of Health and Social Care, NHS Test and Trace and HM Government, three bodies committed to reducing COVID-19 infections, launched a campaign in the UK to encourage people to download the NHS Track and Trace app.
Lakeland, a chain of kitchenware stores, increased incremental revenue for year two of its myLakeland Club scheme by developing new behaviour-driven segments that featured different variations of content and offers.
PayPal, a financial technology brand, positioned itself as the ultimate means to refresh old Christmas traditions and create new ones in the UK, US and Germany.
McDonald's, a fast food restaurant chain, increased order frequency in its app in the UK by creating an algorithm-led campaign that served new product suggestions for customers.
McDonald's, a fast food restaurant chain, increased in app orders in the UK by launching a brand event that featured three days of livestreamed gigs through the My McDonald's app.
McDonald's, a quick service restaurant, encouraged consumers in the UK to use the My McDonald's app more frequently by helping them to familiarise themselves with the app.
Jaguar Land Rover, an automotive brand, increased sales of its New Defender model in the UK by launching an innovative direct mailpack with a 45-degree angle perspective to reflect the angles the new vehicle could drive at.
Microsoft, a technology brand, acquired new business contacts and supported existing ones in the UK throughout the COVID-19 pandemic with videos, audio ads and influencer partnerships.
Expedia, an online travel shopping company, improved engagement rates with its customers in the UK by launching monthly rewards updates and a dashboard to help them track their progress.
Salesforce, a software company, increased brand trust among its consumers by launching a paid media campaign on YouTube and purpose-built short-form video content.
Case Study
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MMA Smarties, Indonesia, Bronze, 2021
S-26 Procal Gold, the growing up milk brand, aimed to reinforce its position as the advocate of exceptional learning and become mums' reliable partner in Indonesia.
Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
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