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Article

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

Article

This case study details how SkoFIN, the Czech financier of new cars, changed its name to Volkswagen Financial Services in line with the rest of Europe, without losing the typical amount of sales from a name change.

Article

This case study shows how M&M’s, the Mars-owned confectionery brand, celebrated its 75th anniversary by using digital platforms and partnerships to reinterpret its history and drive renewed relevance for a new generation.

Article

This case study shows how MasterCard, a financial services company, developed a data analysis system that has reshaped the brand's view on social media, using their India's Independence Day campaign as an example of this process.

Article

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

Article

This case study shows how WWF, the animal charity, conducted a campaign in Hong Kong to raise awareness of the far-off plight of elephants.

Article

This case study explores how Aquaguard, India's No.1 water purifier brand, took on the challenge of making India healthier by tackling the problem of impure water.

Article

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

Article

This article describes the strategy behind the launch of the Arccos golf app, which helps golfers improve their game by offering stat tracking and analytics that inform their on-course decision making.

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 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 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 case study details how Palm Breeze, a flavoured malt beverage, succeeded in generating awareness and market penetration in the United States by targeting millennial women and becoming their friend as well as a trusted companion in their getaway time with girlfriends.

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 case study explains how Coca-Cola, a beverage corporation and manufacturer, increased it sales during Chinese New Year in Malaysia, using a campaign focused on happiness and personalized content.

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.