PHD not only took the Best Use of Branded Content award for What’s Cooking From The Sainsbury’s Kitchen, it was also highly commended twice: once in the Retail and Home Shopping category for Sainsbury’s "Christmas days", which helped boost sales by 3.4 per cent; and also in the Grocery, Soft Drinks and Household category for "Fanny", a campaign embracing TV ads, YouTube and Twitter that helped Irn-Bru to punch above its weight.
To get their verdicts seen by the right people, Tesco collaborated with Netmums, which hosted the videos on a specially created toy review page. They were also shared with Tesco’s social media channels and SMS databases, and made available at point-of-sale. The toy reviews got more than 700,000 views in a few weeks and received thousands of Facebook "likes".
The bookmaker was eager to use the contest to get itself known among golf fans. With a budget of just £350,000, Paddy Power helped fans become the European team's "extra man" and counter the home support. Seven planes flying 10,000 feet above the course displayed fans' messages, while Rory McIlroy filmed and shared the story online. The Sky Tweets were seen by 500 million people on TV, 173 news articles featured the campaign and a promoted trend delivered ten million impressions.
The result was Tasting Notes, a series presented by the actor and wine buff Simon Callow that combined music from a specific country with stories about local wine. To support the programmes, listeners could buy wine "show cases" to discover if the music complemented their drinking experiences. Twenty-eight per cent of listeners said the activity had made them feel more positive about the brand, while those claiming to have bought wine from Laithwaite’s jumped 15 per cent.
The idea was to print Gold Medal Winner stamps to celebrate every Team GB win. Normally, new stamps take two years to produce; these stamps had to be ready within 11 hours. online news placements, radio advertorials and next-day targeted press ads. A tiny budget of £550,000 is reckoned to have produced an ROI of 3,800 per cent. More than £21 million of stamps were sold – 75 per cent more than expected.