But negative news can overshadow any benefits of milestone celebrations.
Marketing teams can leverage a brand’s anniversary celebrations to improve brand perceptions as long as no adverse events eclipse the celebrations. New YouGov data found that of the four British brands that had anniversaries this year, three got a positive boost in customer brand perception.
Sainsbury’s, which celebrated their 150th anniversary, had their Ad Awareness scores rise by 3.1 points from the first quarter to the third quarter. Tesco and Camelot, which runs national lottery and Euromillions, also saw their score solidify over the last year.
However, with summer pilot strikes marring customer experiences for British airways, its adverts saw their impact reduced by 7.5 points. This piece, however, notes that “centenaries aren’t a public relations fix-all.”
[2 minute read]