- User-generated content Our most inspiring travel case studies Going on holiday is awesome. And traditionally, brands have spent lots (and lots!) of money trying to recreate that awesomeness in their advertising. But we think they’ve been going about it the wrong way. Because the real inspiring content – the stuff that motivates people to book a holiday of their own – has been […]
- Content marketing The purchase journey doesn’t start with what you sell anymore We’re strong believers that the purchase journey no longer starts with a product. Or even a brand. Every buying decision starts the moment something happens in a consumer’s life that makes your company and its products relevant. We recently had Rand Fishkin on our podcast, the founder of Moz and one of the world’s top […]
- Innovation How we learned to stop worrying and love AI A couple of weeks ago we had a hackathon to kick off 2018. When it came to picking a theme, machine learning struck us as a timely choice – reports suggest AI could be responsible for a 40% increase in labour productivity by 2035. Global revenues from AI for enterprise applications is projected to grow […]
- User-generated content Is the Citymapper bus a preview of realtime UGC? Is there anything more idyllic than travelling across a busy city? From nuzzling into someone’s armpit to enjoying the calming influence of traffic, roadworks and faulty signals, there are so many highlights to enjoy. Then again, non-armpit fans might disagree. The folks at Citymapper certainly do. Which is why the self-professed “ultimate transport app” recently […]
- User-generated content How insurers can encourage brand loyalty The nature of trust is changing and, with it, the nature of brand loyalty. The change is especially evident in the insurance industry, where trust and emotion are front of mind when people are making their decisions. Insurers, we know – earning and keeping trust is tough. It’s something we discussed at length in our webinar in May. […]
- User-generated content 6 US auto campaigns that nail UGC Few purchases are more personal than your next car. However, buying a car is one of the largest financial commitments most of us will ever make as well as one of the staples of the American Dream. And that’s why the industry is so ripe for good UGC advertising. According to a report by Tubular Labs, the […]
- User-generated content Does user-generated content work for luxury brands? User-generated content is one of the best tools marketers have for democratising their product. But what if your brand trades in exclusivity? That’s the dilemma for luxury brands. There are two schools of thought about ‘luxury’ purchases that often seem at odds. The CEO of Moët Hennessy Louis Vuitton SE, Bernard Arnault, once said that the experience at the […]
- Content marketing Secrets from the viral marketing masters One of the hardest things for any marketer to do is create a unique piece of content that has broad or even mass appeal. Without the budget or existing brand following of the big guys, it’s almost impossible. So – why don’t we draw some inspiration from the campaigns that went right over the last […]
- Reviews The financial services company that listens to its customers “To be Britain’s best loved insurer.” That’s the mission for financial services company LV=. But love like that doesn’t just happen overnight. LV= knows that to achieve this aim it must develop a closer relationship with its customers by listening to them, collating feedback and acting upon it. And it’s doing a good job of […]
