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Article

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.

News

SINGAPORE: Content marketing and local influencers have helped start-up Grab successfully launch a new ride-sharing service, according to its head of marketing.

News

LONDON: Eight in ten consumers forget most of the information in branded content after only three days and more than half can't recall a single detail, according to a new study which advocates the use of a conversational approach.

Article

This article explores how Grab, a billion dollar ride-hailing startup from Singapore, launched a new ride sharing service with content marketing and local influencers.

Article

This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.

News

NEW YORK: Digital marketing may have to evolve over the next decade into a more curated and algorithmically targeted service as consumers struggle with the mass of messaging that comes their way, according to a trio of analysts from Forrester.

Article

This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.

News

NEW DELHI: Understanding how emotional response leads to consumer engagement is the key to producing more effective and engaging content, according to a senior marketer at the BBC.

Article

This article explores how the BBC used emotional reactions to content to refine its content marketing offering and offers advice for brands on telling effective stories.

Article

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Article

This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.

Article

This case study describes how retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.

Article

This case study describes how feminine hygiene brand Bodyform set out to own online share of voice with minimal marketing investment, by challenging taboos with a provocative film featuring sport, exercise and menstrual blood.

Case Study

This case study describes how ING, a Dutch national bank, re-energised its sponsorship of art and culture in the Netherlands and strengthened its image as an innovative bank, using data and technology to create The Next Rembrandt.

Case Study

This case study describes how Benzac, a US OTC acne treatment manufactured by Galderma, used social data to create a custom panel of influencers - 'Cool Kids' - to then partner with relevant publishers and curators to build an emotional connection with teens.

Case Study

This case study describes how Humana, a US health insurance provider, built on research that showed baby boomers' desire to grow and not fade into the future, by using data from match.com to understand the audience and build the inspirational #StartWithHealthy campaign.

Article

This article covers the key content marketing trends in Asia - specifically popular content pillars, distribution choices and social channels as selling channels.

News

ORLANDO, FL: PepsiCo, the FMCG group, believes that ramping up its in-house creative capabilities has provided clear advantages in terms of enhanced speed and efficiency, as well as delivering a high standard of marketing output.

Article

This event report outlines how PepsiCo, the food and snacks group, is benefitting from the decision to create more content in-house.

Article

This event report outlines how Verizon, the communications group, is building its content presence across multiple categories.

Article

This event report outlines Lenovo's approach to content marketing, which revolves around being different and makes use of influencers, crowdsourcing and media co-creation using VICE.

Case Study

This case study details how Cineplex, a cinema chain, increased sales and brand affinity through branded content.

Article

This event report outlines the lessons learned by The Washington Post, the news title, following a range of innovative digital experiments involving tools like chatbots and Amazon Echo.