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Article

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

News

SINGAPORE: Marketers must understand the diversity of mothers across Asia's many markets and not take a one-size-fits-all approach, according to a panel of client and agency-side experts.

Article

This article explores how mothers across Asia consume content and explores characteristics of a very diverse demographic.

News

TORONTO: Mattel, the toy manufacturer, has continued the successful reinvention of its Barbie brand via an initiative that championed dads who play with their daughters.

Article

This event report outlines how Barbie, the doll range made by Mattel, has further enhanced efforts to transform its brand.

Article

This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 8,000 mothers - defined as women with one or more children under the age of 16 - to examine their attitudes towards brands and their online behaviours.

News

SYDNEY: New research has revealed that Australian mothers don't like being stereotyped by brands, with 63% of mums feeling that marketers don't understand them.

Article

This article explores the common mistakes made by marketers when targeting Australian mums, based on a survey of 1800 mothers in the country.

Case Study

This case study describes how Domino's Pizza in the UK used a chatbot to allow consumers with an existing Domino's 'Easy Order' account to order pizza directly through Facebook Messenger.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.

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 chocolate brand Kinder Joy remained top of mind among core consumers during non-advertising periods, by creating a unique storytelling platform for kids on mobile in India.

Case Study

This case study describes how Baby Dove identified the digital behaviours of first-time mothers to launch into the baby care market in India.

Case Study

This case study describes how Hindustan Unilever's soap brand Lifebuoy attempted to reduce childhood mortality in India, using an online film to promote good hand-washing habits.

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.

Case Study

This case study describes how India Gate Basmati Rice used findings from in-depth research to discover its USP in a generic category to boost loyalty in the Indian rice market.

Case Study

This case study describes how Walmart, the US supermarket, appealed to Hispanic consumers in the holiday season through research into inspirational sentiments about the festive period in order to create ads that would chime with the target audience.

Case Study

This case study describes how the NHS Leeds CCG (clinical commissioning group), part of the UK's health service, created a safe space for young people called 'MindMate;' a website to make Leeds' mental health services more accessible.

Case Study

This case study describes how Horlicks, the malted milk drink - originally from the UK - which is the number one health drink in India, conducted a redesign to future proof its brand.

Case Study

This case study describes how Kellogg's, a cereal manufacturing company, used one of its brand differentiators to reinvigorate its Rice Krispies brand in Canada.

Case Study

This case study details how Nature Valley, a brand of granola bars, emotionally repositioned its brand to reconnect with Canadian consumers.

Case Study

This case study describes how Jamieson Laboratories, a vitamin manufacturer, advertised its Vitamin Sprays product through the #OneSecondVitamins campaign in Canada.

Case Study

This case study details how Newell Brands, a consumer goods company, reinvigorated its Mr Sketch brand of scented children's markers in North America.

Case Study

This case study describes how Pepperidge Farm, a commercial bakery, advertised its Goldfish cracker snack to millennial mothers in the United States.

Article

This paper explores how Barbie, the Mattel-manufactured children's doll, adopted a new positioning that rejected the identikit image of American beauty that had defined her past, and embraced diversity and aspiration.