What’s been sparking the interest of our readers on Think with Google Nordics & Benelux? We dug into the data to uncover the top three most-read articles of July 2022.
1. Audience insights and testing: How Sofacompany designed their first brand campaign
Like many newcomer brands, Danish furniture designer Sofacompany spent their first 10 years building a business by focusing on the lower funnel of the customer journey. An effective approach for driving short-term revenue, but it didn't help them build long-term brand awareness. To change that, they launched their first ever brand campaign. Discover how audience insights, ad sequencing, and a comprehensive testing framework helped them drive impressive results.
2. Summer reading to prepare marketers for the most profitable time of the year
While the summer months mean relaxing in the sunshine for many, for marketers it’s crunch time. After all, the start of the holiday shopping season is only a few months away. We’ve curated an essential reading list to provide easy access to all the data and insights marketers need to plan their upcoming campaigns – all while enjoying the summer sun too.
3. How Philips is building inclusivity from the inside out
A few years ago we looked at our marketing communication materials and asked ourselves: ‘What does this look like? Is it homogenous? Have we used the same type of models? What tone of voice have we used?’,” says Nathalie Nijhuis-Lam, global head of sponsorship at Philips. As a result, her team realised that they weren't as diverse or representative of their audience as they had initially thought.
As part of our Changemakers series, Lam explains how she used her personal experiences to lead Philips' D&I transformation.
