Harlan E. Spotts, Scott C. Purvis and Sandeep Patnaik, Journal of Advertising Research, Vol. 54, No. 4, 2014
The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games.
Geoffrey Precourt, Event Reports, The Market Research Event, October 2014
This event report shows how "me too" brands can stand out, based on the example of Motrin, Johnson & Johnson's pain-relief product.
Judit Nagy and Anjali Midha, Journal of Advertising Research, Vol. 54, No. 4, 2014
The combined effect of using television and social media simultaneously has created an opportunity to influence a large - hitherto not well-understood - group: the "earned audience." The current research is believed to be the first to explore the value (as opposed to volume) of the "earned audience" (users exposed to Tweets about television programs and their sponsors) on the Twitter platform. By examining Twitter users' behavioral and attitudinal response to television Tweets during primetime television programming, the authors of the current study found that earned audiences would take actions both related to television viewing and engaging with their brand sponsors - an untapped potential for programmers and advertisers.
Sonia Dickinson-Delaporte and Gayle Kerr, Journal of Advertising Research, Vol. 54, No. 4, 2014
Social media enable advertising agencies to engage directly with the public by participating in - and observing - real conversations. The current study recruited a Delphi panel to explore how some of the world's leading advertising professionals view the use of social media to test, track, and evaluate advertising campaigns and how they identify related risks and ethical considerations.
Warc Trends, Toolkit 2015
This article, taken from the Warc Toolkit 2015, sets out five key strategies for social media marketing, outlines how social is changing and identifies emerging opportunities.
Matt Sim, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014
This case study explains how SEEK Employment, an online recruitment agency in Australia, used a digital campaign to increase awareness and showcase its capabilities.
Fabio Buresti, Account Planning Group - (Australia), Silver, Strategic agency of the year, Best brief, Creative Strategy Awards 2014
This campaign promoted Boost Mobile, a prepaid brand that resells mobile services, in Australia by reframing the conversation around the category.
Anuj Mehra and Eloise Liley, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014
This case study explains how Ford, the automotive company, repositioned itself in Australia by removing its badging to overcome irrational negative perceptions.
Kate Smither, Ant Melder and Justin Graham, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014
This case study shows how QUIT UK, a charity, used the Vine video platform to communicate the message that a person dies of a smoking-related illness every six seconds.