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Article

This article covers how marketers can navigate Singapore's new influencer marketing transparency guidelines.

Article

This article outlines three keys to finding the best celebrity endorsement for brands.

Article

The article examines how Colgate, Philips and Durex partnered with popular celebrities and online influencers to build their brands in India.

Article

This paper explores the variations in the digital marketing efforts of three separate movie releases in China - Star Wars, Kung-Fu Panda, and Lost in Hong Kong - to capture local movie fans and box office revenue.

Article

This article relates the Beats By Dre 'Straight Outta' international campaign, that aligned the headphone brand with the release of 'Straight Outta Compton' and gave regional celebrities a platform through which they could show pride for the place they came 'straight outta'.

Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

This event report covers how Cointreau delivered a campaign with key online influencers (KOIs) in Singapore that reached 62 million people, and provides advice for consumer brands looking to engage with online influencers.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

This event report covers how Amazon, the digital retailer, developed its first Super Bowl ad to promote the voice-activated Echo speaker and a range of other products.

Article

This article discusses a global campaign for the United Nations, which aimed to reach everyone on earth in a week with news of its Sustainable Development Goals.

Article

This event report outlines how Calvin Klein, the fashion brand, follows the contours of the technology adoption cycle in crafting its marketing campaign.

Article

This event report outlines how PepsiCo goes about building its brands in China, with a particular emphasis on entertainment, to the point that it sees itself as "an entertainment company selling soft drinks".

Article

This event report covers Esurance's approach to taking calculated risks as it strives to outmanoeuvre larger rivals within the auto insurance space.

Article

This event report addresses how MilkPEP built brand equity for chocolate milk as a recovery drink, thus tapping a new usage occasion for a product long regarded as a treat for kids.

Article

This event report demonstrates how Office Depot has utilised augmented reality to differentiate itself during the back-to-school season, an intensely competitive period on the retail calendar.

Article

This event report looks at how sports brand Adidas has evolved its marketing strategy to maintain its relevance with successive generations.

Article

This event report charts the rise to prominence of Vita Coco, a coconut-water drink that was launched in 2004 and helped create a new category.

Article

This event report focuses on efforts by Macy's, the department-store chain, to reflect the changing face – and shape – of female consumers in America.

Article

This event report discusses how Office Depot has employed content marketing in the US to add an emotional component to what can be a low-interest category.

Research Paper

Independent voters are a valuable vote source, often determining electoral outcomes worldwide. Political endorsements from both celebrities and non-celebrities are also a common, vital election strategy.

Article

This event report focuses on the "One of a kind" campaign from Dr Pepper. In a category dominated by the Coca-Cola Company and PepsiCo, the brand is used to being the odd one out, a position it decided to celebrate through messaging that celebrated blazing new trails.

Article

This report discusses the influence of celebrities on consumer behaviours, giving a breakdown of different types of celebrities and how their profiles can be used in marketing.

Article

This event report discusses how Samsung has built a brand, and culture, capable of challenging Apple in the smartphone category.

Article

This event report discusses Diageo's approach to reaching those groups of consumers which have traditionally been regarded as "minorities" by brands.

Research Paper

Recent studies have revealed that a celebrity's endorsement of a product or service positively influenced the purchase intention of the consumer.