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Article

This article explores the demographic, socioeconomic, technological and attitudinal shifts that are fundamentally changing the nature of parenthood.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

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This case study shows how Headspace, a meditation app, successfully launched an app that helped children understand the power of emotional bullying when texting, in Australia.

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This case study shows how Gillette, a shaving razors brand, reversed declining brand affinity trends with 'how-to' tutorial experience videos in the US.

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This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

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This case study shows how Itaú, a financial services brand, successfully increased its audience's perception of the brand as a digital bank, by using Facebook's new Canvas feature to launch a reading campaign across Brazil.

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This case study explains how Lifebuoy, the soap brand, extended its 'Help a Child Reach 5' initiative to more countries with the help of donors by releasing an emotional film online.

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This case study shows how Ariel, a detergent brand, continued a social campaign about gender inequality to raise brand awareness and sales in India.

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This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

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This case study shows how Lego, the children's toy, successfully reversed declining brand metrics globally by inviting children to showcase their imagination in building their own Kronkiwongi.

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This case study explains how SOS Children's Villages, a charity that works with orphaned children living in poverty, used a series of photographs to connect with Swedish people on Mother's Day and increase donations.

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This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

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This case study shows how Good Knight, an insecticide brand, successfully increased sales and raised the Indian audience's awareness about Dengue.

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This case study describes how US appliances manufacturer Whirlpool built on its Every day, care campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities to boost attendance rates.

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This case study shows how Huggies, the baby diapers brand, increased awareness and sales by developing 'hugging programs' across Canadian Hospitals.

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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.

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This case study shows how Lifebuoy, a soap brand, successfully changed mothers' hand-washing habits in India with an emotional campaign about child mortality.

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This case study shows how Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK.

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This case study shows how Elevit, a prenatal vitamin supplement brand, increased sales by finding a creative solution to regulatory obstacles in China.

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

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This case study explains how UAE telecoms operator, du, used online ads to change people's behaviour on social media by warning them about oversharing.

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This case study shows how the Nestlé Baby Club program, an infant formula brand loyalty program, successfully recruited new members in Singapore using a humorous campaign that appealed to both soon-to-be mothers and fathers.

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This case study shows how JetBlue, an airline brand, increased brand awareness and sales in the US by showing flyers and mothers alike that they understand the hardships of a crying baby on a flight.

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This case study shows how Nutella, the chocolate spread brand, convinced Taiwanese mothers that Nutella is a suitable breakfast option by setting up a social media competition.

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This case study shows how Headspace, an Australian youth mental health foundation, successfully tackled cyber bullying by putting in place a social media rewording tool.