Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

From
To

Search within

Industry Sector

Brand

Country

Source

Index


777 results found
Sort by

Article

This article provides marketers with information and guidance on generating earned media.

Article

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.

Article

This article provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

Article

This article looks at how brands have used people to both encourage social change and improve advertising effectiveness through seven key "ingredients".

Article

This article explores how brands can tap into a new 'shopkeeper/storyteller' paradigm on social media in order to facilitate authentic and honest discussion around brands.

Case Study

This case study shows how Shell, an oil and gas company, organized a charity drive and increased brand awareness in Malaysia using a social media workout challenge.

Opinion

Anvar Alikhan dives into the brand building that has made the motorcycle company Royal Enfield the market leader in India, with 90% market share.

Case Study

This case study shows how WildAid, a wildlife NGO, decisively changed the fate of the global ivory trade through a large-scale social media campaign.

Research Paper

This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

News

NEW YORK: AstraZeneca, the pharma company, successfully tapped into patient advocacy as part of a campaign it developed to kickstart a conversation around opioid-induced constipation (OIC).

Article

This event report outlines how AstraZeneca, the pharma company, boldly kickstarted a conversation around opioid-induced constipation (OIC) to help build its Movantik brand.

Article

This event report explores how brands have partnered with Guinness World Records to drive engagement and awareness in unconventional ways.

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.

Case Study

This case study describes how tech company Google set out to build love for its brand by creating a dedicated hub, The Voice, to give young Taiwanese citizens a platform in the country's presidential elections.

Article

This webinar discusses how social media can help plan and amplify content and why the shape of social media conversations needs to be analysed to give a full picture of effectiveness.

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.

Article

This event report describes how Adidas, the sportswear manufacturer, utilised influencer marketing and dark social to boost engagement internationally through its Tango Squads.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, the platform reaches over a billion users every month.

Article

This paper explores the current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing - brands must be ready.

Article

This article looks at how successful social media campaigns can be more accurately distinguished from popular but ineffective campaigns.

Case Study

This case study details how the Humane Society of the United States, an animal welfare non-profit organisation, increased interest in pet adoption.

Article

This paper explores how to select the correct metrics to measure the social media activity and engagement of consumers with a brand during a campaign.

Article

This article myth-busts common misconceptions about marketing to Asia's millennials, and provides practical advice on brand purpose, user-generated content and developing an influencer strategy.

Article

This article, taken from the Warc Toolkit 2017 report, explores how the proliferation of video is transforming social media marketing by turning social platforms into broadcast media.