The IPA has lifted the lid on the strategies, insights, metrics and results of some of the world’s biggest brand campaigns, including those from L’Oreal, Audi, Nationwide and Yorkshire Tea, in a new film series of brand stories.
Featuring both clients and agencies, the individual films showcase the winning formulas and provide key insights into the 2018 IPA Effectiveness Award-winning cases. They have been produced in association with Thinkbox and each will be launched at dedicated events throughout 2019, the next of which will take place on 7th May.
In the first film, we hear how L’Oréal Paris saw an opportunity change the category for good by recruiting consumers who felt excluded from the category because foundation shades did not suit their skin tones. The campaign delivered short-term revenue ROI of £2.90 for every £1 invested, and saw the strategy rolled out to 15 countries before taking home Gold and the #IPASocialWorks Prize for Best Use of Social Media at the 2018 Effectiveness Awards.
Says Neil Godber, Convenor of Judges, IPA Effectiveness Awards 2018: “These brand films bring to life the power of advertising in transforming businesses – providing valuable insights into how to do it right. For anyone needing inspiration, motivation or reassurance I urge you to tune in.”
These latest films add to the existing bank of IPA Brand Stories, dating back to 2004, which also include John Lewis, Orange and PG Tips. Watch the full archive here.