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Article

This article provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

Article

This event report considers the evolution of Contiki's content marketing strategy as the travel firm tackled the challenges of category disruption.

Case Study

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Case Study

This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

Case Study

This case study shows how the Off The Street Club (OTSC), a non-profit children's organization, was able to successfully increase funding in the US using an emotional campaign featuring real children.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, developed a community action platform for youth in the Middle East thus increasing its brand equity.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.

Case Study

This case study explains how telecoms company Maxis, used a digital and on-ground storytelling campaign to target small-to-medium-sized businesses in Malaysia.

Case Study

This case study describes how financial services company Charles Schwab, joined with news network CNN’s anchors to create a multimedia content series to gain the attention of the hard-to-reach investor audience in the US.

Case Study

This case study explains how social justice firm Maurice Blackburn used an integrated storytelling campaign to raise awareness of its work in Australia.

Case Study

This case study describes how multiple sclerosis support charity MS Australia, used the design of a bike to raise awareness of the symptoms of the disease and, in turn, improve fundraising efforts.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Case Study

This case study describes how car-maker Volkswagen created an online and print campaign, using real-life advocates, to change its brand narrative in India.

Article

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

Case Study

This case study explores how Whirlpool, a multi-national manufacturer of home appliances, launched a national campaign in the US to supply 17 schools with washing machines.

Case Study

This campaign explores how BMW Group, the German car manufacturer, launched a worldwide campaign, following a live event in Germany, to coincide with its 100-year anniversary.

Case Study

This case study explores how Bates Motel, an American psychological horror show, launched a national campaign to develop promotional material to support its TV content.

Case Study

This case study explores how German Rail, the national railway provider, launched a campaign in Germany to emphasise that when travelling by train, customers can spend their time how they please.

Case Study

This case study shows how car brand Tata Motors orchestrated a social media campaign that gathered millions of Indian followers without disclosing any details of its new car.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.

Case Study

This case study explores how Eaton Corporation, a multinational power management company, ran a national campaign in the US where desk toys entered a mock-presidential race in order to engage IT professionals.

Case Study

This case study explores how Carnival Cruise Line, a subsidiary of the American-British company Carnival Corporation & plc, launched a national campaign in the US to make planning and booking a cruise as pleasurable as the cruise itself.

Case Study

This case study explores how The 3% Conference, offering research and content on diversity within advertising, launched a national campaign in the US to reset the outlook that those who work longest are the most committed.

Case Study

This case study explores how Hippeas, a health food start-up, launched a campaign in the UK and the US to promote its chickpea products.

Case Study

This case study explores how Budweiser, the beer brand, launched a campaign in the US to capture young beer drinkers through the Rio Olympics and Copa America, and to reverse a sales slump.