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Every week, the PMW team picks the top 5 ad campaigns that incorporate performance marketing techniques such as pay-for-performance advertising or data-led audience targeting, crediting the work behind it and reviewing the strategies involved.
In this week’s campaign’s round-up, Adrien Mahieu, European Commercial VP at AB InBev, said enlightens us on Budwieser’s new multi-channel campaign with the England Women’s Football team ahead of the upcoming 2023 FIFA World Cup.
“A crucial part of Budweiser’s brand DNA is the determination to seize greatness, and so this campaign celebrates this incredible team’s achievements and brings fans closer to them than ever before,” Mahieu said.
Read about Budwieser’s activation and more in PMW’s top five performance marketing-based campaigns this week.
1. Schwarz Media and The Trade Desk join forces to facilitate audience reach
2. National Express positions itself as the UK’s leading transport provider
3. Kenco returns to linear TV for its centennial campaign
4. Budwieser kicks off Lionesses World Cup
5. Warner Bros. take Barbie and Ken onto Bumble to drive cinema ticket sales
Lidl owner Schwarz Media taps the Trade Desk for retail media push
The partnership will use the Lidl online shop and Kaufland Marktplatz to reach consumers and measure the success of digital advertising campaigns on the open internet.
Working with: Lidl and Kaufland Marktplatz
The performance marketing strategy: The strategic partnership will see the extensive reach of Schwarz Media combine with The Trade Desk’s platform to allow advertisers to better reach their audiences across channels on the open internet, leveraging deterministic targeting. Through this new partnership, advertisers will be able to measure the influence of digital ads on direct sales and thereby optimise campaigns in near real time. The impact of advertising on the fast-growing connected TV and digital out-of-home channels will also be able to be measured and optimised more effectively. According to forecasts by IAB Europe, retail media is becoming one of the fastest growing sectors within the digital advertising industry with a revenue potential of €25bn billion by 2026.
The client’s verdict: Robert Jozic, General Manager at Schwarz Media, added: “Retail media takes marketing on the open internet to a new level, offering consumers real added value through the display of significantly more relevant advertising. It is our ambition to implement this development in accordance with the detailed German data protection requirements and to align it with significantly higher standards than usual in the market. We are pleased to be working with The Trade Desk, who are pioneers in the industry.”
National Express mixes paid social and OOH to change brand perception
Putting National Express in the spotlight as a modern, reliable, and great value way to travel, this campaign marks its return to linear TV channels after a several year hiatus.
Working with: mSix&Partners and One Black Bear
The performance marketing strategy: The goal of this latest initiative is to position National Express as the UK’s leading public transport provider. To achieve this, a three-pillard multi-channel approach has been adopted, incorporating elements of audio-visual social content and influencer collaborations to drive impact and transform perceptions, implementing regional upweights via social channels to reach the target audience and optimising social, display and pay-per-click media to convert in-market demand.
The campaign’s creatives are designed to challenge negative perceptions of coach travel by bringing to life the modern and comfortable interior of the National Express fleet – which offer the same fold down tray table, Wi-Fi, and charging ports found on trains – and highlighting it as a reliable and cost-effective way to get to your destination. The hero of the initiative is a 30” linear TV spot that breezes through a National Express coach, showing the anticipation and fun of a typical journey.
The client’s verdict: Catherine Woolfe, UK Marketing Director at National Express, said: “We want to normalise coach travel and encourage more people to choose our coaches as their preferred option to get around. We have implemented lots of improvements to the network and onboard experience over recent years and this campaign aims to showcase all the great benefits of travelling with National Express, putting our brand in front of a much wider audience. Together we have developed a comprehensive campaign that drives maximum impact, attention and emotion, and helps us expand into a broader modal shift audience.”
Kenco celebrates centenary year with new brand and performance campaign
Celebrating 100 years of coffee expertise, Kenco has invested £6.4m into the debut of a new TV ad that will run across TV, YouTube and Meta in order to reach 96% of coffee-drinking adults. Working with: Red Letter Days, Kenco in-house marketing team
The performance marketing strategy: Kenco’s new brand campaign attempts to put communities at its heart, centred around a TV ad which tells the tale of how a cup of coffee can spark a community to rally together and uplift others. To support the creative, a myriad of performance strategies have been employed to work alongside it, including in-store activations, competitions to uplift shoppers and brand-new new products that are attempting to redefine the coffee category.
An example of one of these competitions comes in partnership with Red Letter Days. Running until the end of the year in all major retailers, the competition will be promoted using various point-of-sale materials to drive shoppers down the aisle. The competition gives shoppers the chance to win hundreds of uplifting prizes for two, throughout the year. With prizes worth anywhere between £100-£250 by texting ‘UPLIFT’ to 60163 after purchasing any Kenco product.
The client’s verdict: Roberto De Felice, Marketing Director UK & I at Jacobs Douwe Egberts (JDE), said: “We couldn’t be prouder to have reached this anniversary and wanted to celebrate this milestone in true Kenco style. Our new advert is all about the uplifting potential of coffee to bring people together and make a real difference in communities. We didn’t want to just stop there though and will widen our reach with our additional ATL campaign to support our new Gold Indulgence blend, as well as impactful in-store competitions to further engage with our audience.”
Budweiser UK kicks off its new Women's World Cup campaign championing the England team's journey to greatness
A multi-channel campaign video-on-demand (VOD), social, digital and out-of-home (OOH) aimed at celebrating the England Women's team’s journey to the World Cup and fuelling fans’ excitement.
Working with: BETC and LadBible
The performance marketing strategy: Delivered across VOD, social, digital and OOH, this through-the-line campaign features England football legend Karen Carney and current star Beth Mead and is centred around never giving up and taking every opportunity. The 30 second hero film showcases the progression of women’s football over the years - from playing on muddy pitches with only a handful of spectators, to stadiums with roaring, sold out crowds.
The OOH adverts will appear across the London Underground, bus stops and in large formats across a range of locations including shopping malls and city centres around the country. As part of the campaign, Budweiser has partnered with LadBible for a second time, to bring back their award-winning content ‘Agree to Disagree’, giving fans across the country unrivalled insight into the England Women’s team, discussing everything from the best stadiums to the best dancers in the squad. Budweiser is also joining forces with retailers across the country to launch in store activations and give away exclusive prizes to support the campaign.
The client’s verdict: Adrien Mahieu, European Commercial VP at AB InBev, said: “We’re extremely proud to have partnered with England Women since 2019, celebrating with the fans and cheering the team’s journey to greatness. A crucial part of Budweiser’s brand DNA is the determination to seize greatness, and so this campaign celebrates this incredible team’s achievements and brings fans closer to them than ever before. Budweiser will inspire the whole nation to come out in support for England, and we can’t wait to see what this tournament brings.”
Barbie and Ken go on Bumble to help Warner Bros. drive conversations… and conversions
Dating app has teamed with the upcoming film “Barbie” ahead of its July 21 debut to offer users of the dating app a chance to match with the movie’s multiple versions of the Barbie and Ken characters.
Working with: Bumble
The performance marketing strategy: “Barbie” is produced by Warner Bros., which has previously collaborated with Bumble for campaigns, aimed at driving up purchase intent on the digital dating platform. Until July 26, Bumble users can match with characters of the movie and receive uplifting messages, highlighting the app’s message-before-match feature, Compliments, which is intended to help users start a conversations with potential matches. A recent Bumble survey indicated that 75% of respondents feel that receiving a compliment from a potential romantic partner would make them more interested in that person. Additionally, users who send a Compliment on Bumble have higher odds of matching.
The client's verdict: “Teaming up with Bumble for this experience has been a fun and creative way to showcase all of the film’s Barbies’ and Kens’ personalities as they venture into the real world via the app, bringing their innate positivity with them,” said Cameron Curtis, executive vice president for global digital marketing at Warner Bros. Pictures, in release details.
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