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Insights & case studies

From the BlackFire blog.

Real campaigns, real numbers. A look behind the work we've done for clients across lead generation, paid media, social and search.

A bottle of Heinz Tomato Ketchup on a table
Case study · Campaign breakdown
FIFA banned Heinz's logo
FIFA made staff tape over every Heinz logo at the World Cup. The bottles went viral anyway - and Heinz turned the cover-up into a limited-edition product.
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Two colleagues in a meeting, one gesturing while discussing data shown on a laptop screen
Guide · Strategy & analytics
How to measure marketing ROI
How to actually measure marketing ROI - the framework we use with clients, and how to stop wasting money on activity that looks good but doesn't work.
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The Aleksandr Orlov meerkat plush toy, wearing his signature glasses and green cardigan
Case study · Campaign breakdown
The meerkat more famous than the brand
A pun about a meerkat turned into one of the UK's longest-running ad campaigns. How Compare the Market built an entire fictional brand around a joke - and why it still works nearly 20 years on.
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A hand holding a smartphone showing Instagram Reach analytics
Guide · Paid advertising strategy
Scale paid ads without doubling budget
Why paid ads campaigns hit a ceiling, and how to scale spend 2-3x without cost per lead spiralling. The framework that separates scaling from spinning wheels.
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Smartphone screen showing the DoorDash app, with a Starbucks delivery promotion on screen
Insight · Celebrity marketing
DoorDash's family feud marketing
DoorDash paid Brooklyn Beckham to joke about his real family rift on camera. Why leaning into an already-public story worked - and the lesson for marketers.
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Two colleagues in conversation across a table in a bright office
Guide · Marketing strategy
In-house team vs agency
A junior hire looks cheaper. Add benefits, tools, management time and turnover, and the numbers say otherwise. The full comparison.
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Levi's Stadium logo covered by a white sheet during the FIFA World Cup 2026
Insight · Brand strategy
FIFA's $170m gift to Levi's
FIFA tried to make a $170 million logo disappear. Levi's turned the cover-up into a global campaign it never paid for.
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Google Search Console showing clicks, impressions, CTR and average position
Insight · SEO strategy
Ranking #1 isn't what it used to be
AI Overviews answer most searches before anyone reaches your site - cutting clicks by up to 61%. How to get cited by AI, not bypassed.
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Instagram, Facebook and Twitter apps in a Social Media folder on a phone
Insight · Social strategy
Nobody's seeing your posts
Organic reach has collapsed to as little as 0.5% of your followers - and platforms broke it on purpose. Here's what works now.
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SEO vs Paid Ads for lead generation
Guide · Lead generation
SEO vs Paid Ads
Which generates leads faster, what each really costs over time, and how to choose in one question.
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Meta Ads vs Google Ads
Guide · Paid media
Meta Ads vs Google Ads
Which actually works for your business, what each costs, and how to choose in one question.
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How much does a digital marketing agency cost in the UK
Guide · Pricing
What does a marketing agency cost?
Real 2026 UK price ranges for retainers, PPC, SEO and projects - and how to tell what you're paying for.
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The D-Day Darlings
Music & Live Entertainment
The D-Day Darlings
A 1940s wartime act in a 2020s digital landscape - and five years of social media built to fill venues without ever breaking character.
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Fr. App
Creator-Led Brand Activation
Fr. App
A bright yellow van, a TikTok star and a coast-to-coast tour that turned an app into a movement.
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Mazuli
B2B Lead Generation
Mazuli
Putting a premium glazing specialist in front of architects, builders and homeowners - each with their own framing.
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SuperGro Lasers
E-commerce Launch
SuperGro Lasers
From product to live online store in three weeks - with no runway wasted.
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Nakanojo
Hospitality Brand Awareness
Nakanojo
Letting the food do the talking on one of London's most competitive dining strips.
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The Frog Initiative
Brand Campaign
The Frog Initiative
A six-month art competition with a Times Square billboard prize - and a brand that grew by association.
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