Whether your highlight was seeing Meghan Markle walking down the aisle, celebrating Pickford save penalties against Colombia, or reveling in the never-ending heatwave, summer ’18 will be one to remember. The opportunities for brands were endless, so here is a look back at the major collaborations and a look ahead at what’s to come:
- Royal Wedding – The whole world seemed glued to its screens as Meghan and Harry tied the knot. However, it was also the lead up to the big day that had everyone involved. M&S renamed its chicken sandwich “the proposal” and Friction Free shaving company launched a “tame your heir” campaign. As well as generating £2 billion for the U.K economy, the wedding provided inspiration for marketing campaigns.
- World Cup – Another global event that saw brands jumping at the chance to be part of the action, with sponsorships and advertising campaigns all centered around the theme. Whilst sponsoring FIFA can be considered controversial, brands still want the sales uplift that association with the spectacle can bring. When it comes to endorsement deals and jersey sponsorships, Adidas often vies for the top spot. For this year’s World Cup, it was among the top-performing brands at the event, represented across the players’, teams’ and official @FIFAWorldCup social media accounts. Other forms of campaigns included Three UK erecting three lion emojis outside the front of all its stores as a play on the famous national team nickname, the Three Lions.
- Love Island – It’s ITV’s most viewed show ever and this year certainly saw even more brand engagement than years past. Missguided was the most successful brand in driving positive engagement on social media throughout Love Island 2018, according to research conducted by MWWPR which tracked brands performance to see which brand mattered most.
So, as we head into September with the temperature gradually dropping, we look ahead to what the Autumn and Winter seasons will bring in terms of opportunities for brands:
- London Fashion Week offers companies the chance to collaborate and be part of the event, whether it is through clothing collections, sponsorships or experiences. Last year saw Anya Hindmarch set up helium “chubby heart” balloons across London to mark the start of the fashion season with an open love letter to the city, as well as the Evening Standard sponsoring the event.
- Halloween never fails to spark excitement with brands. This was particularly evident with Topshop jumping on the Netflix phenomenon Stranger Things and launching a collection inspired by the horror series.
- Movember has previously seen brand engagement with companies such as HP sauce creating a bespoke Facebook app which introduces different tasks for consumers to undertake throughout the month in a bid to raising more money for charity.
Rachel Smyth, Account Executive