How Tesco reached 42 million people on TikTok
Marketing Week ReportersSome 3,000 entries were submitted via TikTok to become the voice of Tesco’s checkout, helping the supermarket deliver a 7% uplift in Clubcard use.
How Aldi reached millions to achieve social media fame
Marketing Week ReportersFrom a spat with M&S over its Cuthbert cake to launching clothing on TikTok, Aldi notched up almost 2 billion impressions during its three-year social push.
Primark highlights role of digital offering as sales improve
Chris SutcliffeThe Ireland-based fashion retailer attributes investment in its digital offering for better-than-expected performance in the face of high street challenges.
Differentiation and representation: The strategy behind Gay Times’ US expansion
Chris SutcliffeGay Times celebrates its 40th anniversary next year. But with a push into the US and a holistic rebrand, how is it marketing itself to new consumers and brand partners?
Brand building activity responsible for growth in digital video spend, study finds
Chris SutcliffeDigital ad spend continues to grow, recording a 5% rise in the first half of the year, with digital video accounting for the strongest growth.
‘Social media is the sharp end of modern marketing’: NatWest on using TikTok for brand-building
Chris SutcliffeNatWest is increasing its investment in TikTok, as it seeks to use social media to attract wider range of consumers where they look for information.
Will retail media bridge the gap between performance and brand marketing?
Chris SutcliffeAt the IPA’s EffWorks Global 2023 event, panelists raised hopes about the efficacy of retail media – if marketers can determine whose responsibility it is.
Pinterest ups focus on brand as is looks to drive user growth and retention
Chris SutcliffeThe interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
Boots ups focus on social commerce as it launches shoppable Meta and TikTok activity
Chris SutcliffeAs shoppable ads come to the fore for ecommerce, the beauty retailer is committing spend to Meta and TikTok to experiment with the format.
How will Meta’s new targeting rules impact marketers?
Niamh CarrollMeta will ask EU users to consent to targeted advertising, a move which could limit marketers’ ability to personalise ads on its platforms.
Marketoonist on Threads
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Elon Musk confirms Twitter’s ad revenue has halved
Lucy TesserasMusk tweeted at the weekend that Twitter’s ad revenue is down nearly 50%, despite claiming in April “almost all” advertisers had returned to the platform.
Bud Light’s ad backlash shows the complexity of mass marketing
Mark RitsonAn endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but the divided American market shows why purpose doesn’t equal profit.
LinkedIn at 20: What comes next for the social giant?
Molly InnesAs LinkedIn enters its third decade, the professional network’s CMO tells Marketing Week it is reflecting on its past to inform its future.
Marketoonist on social listening
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here