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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 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

LONDON: Influencer marketing needs a radical rethink, away from big-name vloggers who deliver reach, and toward micro-influencers, who often enjoy greater engagement and could have a far greater impact on attitude and behaviour, an industry figure ...

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.

Article

This article considers how the long-term effects of public sector marketing can effectively be multiplied through the use of key partnerships with the stakeholders themselves, as they hold crucial knowledge of the subject matter, as well as through endorsement.

News

SINGAPORE: Content marketing and local influencers have helped start-up Grab successfully launch a new ride-sharing service, according to its head of marketing.

Article

This article explores how Grab, a billion dollar ride-hailing startup from Singapore, launched a new ride sharing service with content marketing and local influencers.

Article

This event report recounts how Bud Light, the beer brand, used experiential marketing to attract millennial consumers.

Article

This case study describes how Lebanese supermarket chain Bou Khalil enabled the Lebanese people to give money responsibly to Syrian refugees with the Good Note - an alternative currency.

Case Study

This case study describes how premium household appliances manufacturer Miele pushed its image in Italy beyond the communication pillars of price and performance, with a campaign based on a story about fashion.

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 Johnsonville Sausage, a Wisconsin-based meat processing company, leveraged its small town background and its authenticity to win over Canadian sausage lovers.

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 US appliances manufacturer Whirlpool expanded its Every day, care campaign platform to create a programme, Care Counts, which installed washers and dryers fitted with tracking devices in schools to give disadvantaged students access to laundry facilities to boost attendance rates.

Case Study

This case study describes how UK broadcaster BT Sport, aimed to engage hard-to-reach football audiences by giving away its coverage of the UEFA Champions League via a digital sampling strategy.

Article

This case study describes how UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.

Case Study

This case study describes how Indian shopping mall group, Inorbit, began a new narrative to attract women customers with Inorbit Pink Power - a business launchpad for women with home-run businesses.

Case Study

This case study describes how Johnson's Baby used extensive research to build a connection between online and offline to launch its dedicated YouTube channel in India.

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 event report describes how Ribena, a blackcurrant fruit drink brand, used colouring to reposition itself towards an older demographic in the UK market.

Case Study

This case study details how Ovarian Cancer Canada, a non-profit cancer organisation, raised awareness of ovarian cancer through its Ladyballs campaign.

Case Study

This case study describes how Coca-Cola, a carbonated beverage company and brand, sold to Canadian teenagers by tapping into behaviour they were already doing.

Case Study

This case study details how CIL, a Canadian chemicals manufacturer, generated paint sales by proving that a little paint can make a big difference.