Because of Marketing

The fitness community and brand, Gymshark, share their latest window activation on Regent Street. Retail stores normally have mannequins or products in the window to advertise their brand. However, in Gymshark’s flagship store in London, the window display looks to be a supermarket of products that gym goers would purchase (eggs, broccoli, milk etc.) The window installation focuses on the activities accosiated with the gym, as they continue to embed themselves in the gym culture. The window display is part of their recent all new brand platform ‘We Do Gym’, which will act as the foundation for all of Gymshark’s brand and marketing activity over the next 12 months. In a recent interview on Uncensored CMO, Gymshark’s Chief Brand Officer, Noel Mack discussed the window space as a unique advertising opportunity: “Down the street at Piccadilly, think about what a billboard will cost you… 500/800 metres up the street, we have all those windows and you can have 200/300 people training in there… it’s the best billboard ever”. Are window displays becoming the new media? Comment your thoughts below!

Skincare brand, ELEMIS, have launched their groundbreaking pro-collagen cleansing balm on the banks of the River Thames. Supported by a CGI narrative released earlier this week on their social media, the brand, One Agency Media and One Events UK brought the video to life. The activation is in line with the launch of their flagship store and their best selling product. You can view the out of home activation today at The Queen’s Walk, South Bank London. Visitors will also receive complimentary products samples, photo opportunities and more. What do you think of combining CGI with IRL as part of a campaign? Comment your thoughts below!

Last Thursday we hosted our first ever IRL event, in partnership with BT Business. We welcomed over 100 marketers, small businesses, professionals and industry experts to BT HQ in London where we had an evening of curated creativity. A huge thank you to our panelists, Henry Wadsworth, 🔥 Pollyanna Ward and George Nikolaou who discussed topics including social media and influencer marketing, attention v creativity, the impact of storytelling, culture and community and so much more. We had a highly successful evening with lots of networking and connections being made. Thank you to everyone who attended! We’re excited to begin planning our next event. Photography credit: Tom Dingley

Have you taken a Diet Coke break? Shoppers can now pick up a personalised can or bottle in stores and enjoy a Diet Coke break, their way. A selection of over 150 personalised Diet Coke cans and bottles will be available from July to September as part of the brand’s latest campaign “Diet Coke Break by You”. The recent campaign is reminiscent of Coca-Cola’s famous ‘Share a Coke’ campaign from 2011. Louise Maugest, Senior Marketing Director for Diet Coke, said: “We know how much our fans love a Diet Coke break – taking time for themselves in the midst of their busy lives – so, it made perfect sense for us to make that time even more special. We’re so excited to be bringing personalised cans to our fans this summer and we’d love to hear from them when they spot theirs in store - @DietCokeGB.” The statement follows the launch of the new brand campaign, Love What You Love, By You, released earlier this year, which celebrates consumers love of their iconic 'Diet Coke' breaks. Comment below if you’ve secured your name on a can or bottle!

Is the word “creative” overused and losing its meaning? I wrote some words for Because of Marketing’s newspaper last week which you can take a peek at here!

Brands in the U.K are preparing for the Euros final that will kick off this evening! The video below shows John Lewis & Partners adding the famous words ‘It’s Coming’ to all their ‘Home’ signage that’s around the store. What other marketing have you seen for the Euros? Comment below!

An Evening of Curated ✨Creativity✨ I am excited to share that I will be participating as a panelist at the "An Evening of Curated Creativity" event, hosted by Because of Marketing and the mastermind behind it, Rachael Higgins. Join us for an inspiring evening where industry professionals and experts will share their experiences and insights on successful marketing campaigns and what drives creativity. I'll be sharing the stage with the incredible 🔥 Pollyanna Ward from Flight Story and Henry Wadsworth from BT Business . This is a fantastic opportunity to connect with like-minded individuals, gain deeper insights into the marketing world, and celebrate the power of creativity in our industry. You can find out more details about the event here: https://lnkd.in/eg8kQ4Jg Looking forward to seeing you there! #Marketing #BecauseOfMarketing #Creators #Culture #Creativity

Game, Set, Matcha! 🍵 It's a Blank Street Summer, as the matcha brand take over the Battersea Power Station pop-up in London between now to the 14th of July for a game of padel, served with matcha. If collaborating with Sabrina Carpenter in June wasn't big enough, the brand continues to be at the front of consumers' minds through summer. Blank Street's Marketing Director, Claudia Winter, reported: "We looked at data from Google Trends and saw that searches for ‘matcha’ have more than doubled in the last year, whilst searches for ‘padel’ have tripled. As for TikTok, #Padel has amassed 5.3 billion views on the platform, and #matcha tops it with an impressive 10.3 billion." Padel is a sport that's continuing to rise in popularity that even tennis clubs grapple with surge in demand for padel and pickleball. A very good move from Blank Street. Comment your thoughts on the activation below.

Brands cooling us down this summer 🍨 Ice cream & ice lollies are the new cool strategy for pop ups and brand activations. Leading the industry this summer, three British brands are offering ice cream or ice lollies when you shop with them. Yesterday, House of CB announced they are giving away free ice lollies when you shop in their Oxford Street store. Last Friday, Odd Muse launched their Resort Drop 2 collection in their store on Monmouth Street, London. The brand gave out free tubs of ice cream to its customers. Luxury skin and hair brand, My Little Coco, launched their Coco Hills range and celebrated with an ice cream van touring London. As brands continue to seek innovative ways to engage and offer a personalised experience with their customers, ice cream is always a successful scoop in the marketing mix.

In a world where brands compete for attention, have broadcast channels become the new strategy to foster deeper connections and build communities? First introduced to Instagram in February 2023, brands, influencers and creators are getting involved with the latest feature to grow closer to their followers and consumers. We spoke to Izzie Moores, Partnerships Executive at Lounge who shared her views: “Broadcast channels have become the new community-building tool for brands and creators to interact with their followers. The Instagram feature allows only the brand or creator to post while still allowing members who join to engage in the content through emoji reactions. Brands like REFY effectively use this marketing method in the form of a group chat to create a more personal and engaging way to build their community. They share exclusive news, product sneak peeks, giveaways and events to build hype. They also create polls to show that they value their consumers' opinions and are always striving to improve their product.” Comment below your opinion on broadcast channels and the potential future of enclosed group channels.