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Article

This article provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

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 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 Cineplex, a cinema chain, increased sales and brand affinity through branded content.

Case Study

This case study describes how Spotify, a music streaming service, utilised data to increase brand awareness in the Canadian market.

Article

This case study describes how WestJet, a Canadian airline, utilised social media to increase brand engagement.

Case Study

This case study details how Adidas, a shoe and clothing manufacturer, launched its Adidas Originals in its 'Your Future is not My Future' campaign in the United States.

Case Study

This case study details how Digi Telecommunications, a mobile service provider, increased sales and customer loyalty among migrants in Malaysia.

Article

This article looks at the development and execution of UK supermarket Sainsbury's 3 minute stop-motion spot; the brand's previous efforts have been lauded for both creativity and effectiveness.

Article

This event reports outlines how Kia, the automaker, has moved from humble beginnings to become a major success story in the US.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Case Study

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

Case Study

This case study explains how Antarctica, a beer brand, rebuilt its connection with people in Rio de Janeiro, Brazil, by encouraging people to put down their phones and enjoy carnival.

Case Study

This case study explains how Chili's Bar & Grill, an American restaurant chain, used a video of an old jingle to engage millennials.

Case Study

This case details the launch of Mtn Dew Kickstart, a soft drink brand owned by PepsiCo, which targeted young men in the US.

Case Study

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Case Study

This case study describes how SmartLife, a leading NGO for Dubai's blue-collared labourers, launched free English classes by using visual learning techniques.

Case Study

This case study describes how cosmetics brand Maybelline changed its marketing strategy in Lebanon, Jordan and Iraq to increase sales by capitalising on new make-up trends and becoming a friendly, advisory brand.

Case Study

This case study describes how STABILO, a German manufacturer of writing instruments, wanted to raise its digital share of voice by targeting Millennials in 30 countries with an online creative drawing competition.

Case Study

This case study looks at how Lidl, the discount supermarket, differentiated itself from its main rival, Aldi, in Belgium by reinforcing its quality image and targeting a younger audience.

Case Study

This case study describes how Coca-Cola, the FMCG drinks giant, drove brand growth with young adult drinkers in Ireland.

Case Study

This case study describes how the Dutch-speaking Belgian radio station Studio Brussels capitalised on Dave Grohl's broken leg, an injury sustained in Gothenburg, cancelling the rest of the Foo Fighters' upcoming tour dates, including Rock Werchter, Belgium's biggest rock festival.

Case Study

This campaign study shows how PepsiCo, a food and drinks brand, sponsored a large scale sports event in order to build brand equity and increase sales in the UK.

Case Study

This case study shows how Brooke Bond Red Label (BBRL) Tea, a tea brand, increased awareness by highlighting the social issue of discrimination against India's transgender community.