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Article

This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.

Article

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

Article

This event report outlines how Maltesers, the candy brand owned by Mars Inc., put influencer marketing at the heart of its launch strategy in the US.

News

NEW YORK: American millennials are the first generation to plan for the future in terms of travel, dining out and exercise, rather than merely saving for retirement, according to new research.

Article

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

News

LONDON: Instagram, the image-sharing platform, has been rated the worst social media site in terms of its negative impact on young people's mental health in the UK.

News

SHANGHAI: Packaging innovations and out-of-home food trends in China offer opportunities to food and beverage brands despite the country's economic slowdown, research has shown.

Article

This article outlines how marketers can capitalize on new consumer trends including eating out, packaging and flavour profiles to grow market share during China's economic slowdown.

Article

This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

News

LONDON: Millennial consumers value experiences more than possessions, an attitude that San Miguel, the Spanish beer brand, believes is no passing fad and one that can underpin its strategy for some time to come.

News

LONDON: Pirated sports content risks becoming the norm among young Britons, a new report has warned after finding that more than half (54%) of 18- to 24-year-olds have admitted to watching illegal streams of live events.

News

NEW YORK: A new US ad for QSR giant McDonald's mentions two brands, Coca-Cola and Google, while avoiding the brand bankrolling the spot – referring to it only as "that place where Coke tastes so good".

News

LONDON/NEW YORK: Honda, the auto brand, has built a social activation strategy based on three pillars in order to reach US millennials.

Article

This article surveys the habits of Generation Z, a cohort that spends an average of 30 hours per week on their smartphones with much higher shopping on mobile than older generations - as well as being aspirational and much more trusting of both people and brands.

Article

This article shows how Honda US employed a wide range of social media strategies to reach Millennials through timely and relevant videos, finding them where they predominantly go to research car purchases.

Article

This article demonstrates how Levi's, the fashion brand, leverages storytelling to remain at the forefront of culture.

Article

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.

Case Study

This case study describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

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 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.

Case Study

This case study describes how Nike, the US sportswear manufacturer, motivated young athletes to visit Nike.com for their annual "Gear Up Day" that equips people for the upcoming season.

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 cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how Hindustan Unilever integrated digital media to build a multiplatform strategy and brought all of its brands together in its BeBeautiful website, to engage beauty consumers online.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.