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Article

This article looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Case Study

This case study shows how Microsoft, a tech company, helped US girls realise their potential in Science, Technology, Engineering and Math (STEM) careers by presenting them with inspirational role models.

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.

Case Study

This case study shows how AT&T, a telecommunications brand, increased awareness for distracted driving using a shocking campaign film in the US.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

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.

Case Study

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

Case Study

This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.

Case Study

This case study shows how Google, a tech company, created an educational web platform to entice more girls in the US to learn how to code.

Case Study

This case study shows how Inspiring the Future (ITF), a charity organisation, increased volunteer registration levels and brand awareness across the UK using a campaign film about gender equality.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study explains how charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.

Case Study

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.

Case Study

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.

Case Study

This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.

Case Study

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.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Case Study

This case study explores how Whirlpool, a multi-national manufacturer of home appliances, launched a national campaign in the US to supply 17 schools with washing machines.

Case Study

This case study shows how The Heart Foundation, a heart disease research foundation, raised awareness about the symptoms of heart attacks in New Zealand, by gamifying the experience on social media.

Case Study

This case study explores how The Legacy Store Berlin, a graffiti culture and art tools shop, launched a national campaign to turn messages of hate into messages of joy through artists.

Case Study

This case study explores how Love Yourself, a non-profit organisation offering free HIV testing, launched a campaign to inform Philippine nationals that HIV can be part of anyone's story.

Case Study

This case study shows how Seeing Eye Dogs Australia (SEDA), a non-profit organisation, successfully found homes for their puppies by creating the first puppy subscription service in Australia.