Our selection of winning papers show you just how many ways there are to deliver truly effective marketing.
Below you find a broad selection of winners from the IPA Effectiveness Awards reflecting the variety of communications strategies adopted by clients and agencies to address fundamental challenges. From examples featuring data analytics, PR, brand portfolio management, direct-to-consumer brands, product innovation, e-CRM, and sponsorship - all the way through to famous long-term advertising campaigns.
A collection of the IPA's Effectiveness Awards Brand Stories, in association with Thinkbox, giving the behind the scenes stories of the best campaigns in recent years.
To deliver an extra £100m in profit over three years, the drinks group Diageo implemented changes to the way it invested marketing budgets and developed advertising creative across its brand portfolio. This case describes how these changes delivered more than twice the targeted £100m benefit.
F1 created a new direct relationship with the motor sport's fans, recasting e-CRM as a brand-building, entertainment platform using email. This case outlines how the strategy returned its investment fourfold in two years.
An innovative approach to TV sponsorship and branded content helped Volvo change its positioning and reconnect with its target audience. This UK initiative outperformed Volvo's sales in other markets and generated a net profit of at least £8.9m.
A PR-led idea that played to the Australian consumer's love of the underdog put KFC Australia in the international media spotlight. The campaign induced significant shifts in brand perceptions, which generated incremental revenue and grew overall sales in the category.
Online furniture retailer Cotswold Co. committed to more brand-led TV advertising to improve its awareness and brand perceptions and the enhance the effectiveness of its search marketing. It is estimated that this marketing strategy returned a short-term profit of £2.69 for every £1 invested.
To launch its non-alcoholic beer 0.0, Heineken created a new role for the category, showing consumers drinking the zero-alcohol product at work, the gym, or whilst parking. Mass media, targeted social and sampling were used to grow awareness and trial of the beer. Following a successful launch, the brand expanded into 51 countries.
This paper details the principles behind a decade of successful Christmas campaigns by the retailer. It estimates that in the period covered Christmas TV advertising, increasingly supported by other media channels and touch points, helped John Lewis grow sales 4.4 times faster than its category.
To turn its fortunes around, Tesco adopted a new brand purpose and made changes to its media investment, customer service and propositions, and advertising. Campaign messages focused on promoting the retailer's promise to be helpful, the quality of its food, and its competitive pricing. It is estimated that marketing contributed a total £4.3bn in incremental revenue in 2015-19.
Central Coast Australia Tourism
Smart data analysis and alternative website testing enabled tourism businesses on Australia's Central Coast to separate actual from claimed behaviour, creating the insights to inform a campaign spanning digital, TV, PR, and outdoor. By inspiring ‘little adventures’ across the region, tourism revenues grew 22.7% in 2017-19.
Use the Effectiveness Awards Search Engine (EASE) and find even more: over 1500 case studies and four decades’ worth of evidence-based inspiration.