October, we hardly knew ye. Maybe it was the earlier-than-usual onset of Hallowe’en and Autumn marketing that caused it, but October went by in a flash.
That said, we’ve still managed to bring you our collected thoughts and hot takes on the marketing world as it happened. Have a look.
Ben
Senior Search Executive
One unique tactic I’ve not seen in a while is Dunkin Donuts’ new Halloween item promotion. It included Instagram posts with saucy text and the use of modern language, as well as a complete takeover of their Twitter from the POV of the spider found on the doughnut.
It gained a lot of traction with publications and users alike, who described it as ‘unhinged’ and with the suggestive ‘spicy’ language. Fans of the international doughnut brand loved it!
We’ve not seen a takeover of social media like this in a long time, but it was quite refreshing and obviously received the attention it desired.
Jack
Digital Marketing Executive
Discover Ireland has reinvented the traditional tourism advert with its cinematic Halloween campaign, which has already surpassed 100 million views across various channels. More than just an ad, it’s a compelling exploration of Halloween’s origins in the ancient festival of Samhain. Those who viewed it are twice as likely to recognise these Irish roots, with 7 out of 10 expressing a greater desire to visit the Emerald Isle.
By intertwining rich history with modern festivities, the campaign sets a new benchmark for tourism advertising, showcasing how to blend narrative with cultural significance effectively. Its success could inspire future campaigns to adopt a more storytelling approach, highlighting unique local traditions to attract off-season visitors. Just as St Patrick’s Day draws spring crowds, this campaign positions Halloween as a must-visit event, suggesting that other destinations could similarly benefit from celebrating their unique histories to enhance tourist interest year-round.
Jemma
Director
Boots proved that you don’t need CGI to deliver a socially shareable campaign that attracts attention!
Finally, it’s nice to see an OOH campaign that wasn’t generated by CGI (they are sooo early 2024…!).
Boots’ new 3D activation at Westfield’s Pump Station boldly and innovatively brings products to life with real ‘scent cannons’ that add an unexpected sensory layer. Enveloping passersby in fragrance, the experience is memorable and sharable on an entirely new level.
Josh
Senior Digital Marketing Executive
The term ‘Sweet Treats’ is on my hitlist this month. It seems a trivial thing to be absolutely furious about, but hear me out. On the surface, it’s a mundane, harmless example of the little things we do to lift our mood in the otherwise unforgiving socioeconomic times we live in. As marketers, we seem pretty happy to ride this trend (and every trend) until the wheels come off.
In the case of ‘sweet treats’, it’s so unremarkable that it’s been able to slip under the corporate legal radar in the way a Brat Summer or a Moo Deng never could, and so now, it’s literally everywhere. You’d be forgiven for thinking it was the only way to talk about a cake or dessert. I find myself using it because it’s what clients and the public seem to want.
That being said, it’s a bit of a truism in marketing that the public wants what it doesn’t know it wants, and as marketers making monthly planners, it’s easy to forget. To lift wholesale from something I saw on LinkedIn this morning, marketers should make magnets, not mirrors, for their audience. Yes, knowing your audience is a valuable tool, and yes, it can be good to flex your cultural awareness with a well-timed meme, but anyone can do that, and you’ll only be as good as the last time you did it.
When we all take that approach all the time, it would be as if everyone we met was exactly like us and agreed with everything we said – people might seem to want that at first, but at some point, it becomes wallpaper to consumers and erodes brand and consumer trust ever further. It’s so much better to provide something of real value that elevates the consumer experience and makes them want to return—brand tone of voice plays a huge part in that. Dare to challenge your customers with what you say and how you say it. No more sweet treats! Trust yourself and your audience!
Kate
Digital Marketing Assistant
I’ve always loved seeing the rivalry between the UK’s leading supermarkets through their advertising. Tesco’s most recent campaign clearly shows this is still the case in 2024.
Tesco’s recent “Ooh Aah” campaign creatively uses everyday grocery items to spell out each letter in the brand name. Instead of displaying its logo, Tesco leverages its distinctive brand identity using its iconic colours, recognisable font, and well-known slogan.
This subtle yet effective strategy reinforces the brand’s strong presence in the minds of the general public without directly relying on its logo. For me, this is a hallmark of great marketing, as the brand is immediately identifiable, even in the absence of its name or logo.
In response, Aldi (in true Aldi style) decided to hijack Tesco’s campaign by using its own food items to a similar effect. This campaign was very clever on both ends and for me, it effectively adds to the ongoing ‘Which supermarket is the best value for money’ narrative.
If you want to see what else we’ve loved in 2024, check out our other Water Cooler Conversations and more here.
