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Article

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

Case Study

This case study explains how UNICEF, the international non-governmental organisation dedicated to helping children, grew awareness of gender selection in developing countries with emotional ads and increased donations in Switzerland.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

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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 describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

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.

Case Study

This case study explains how American football league the NFL connected with casual audiences by talking about family in TV, PR, social media and native content executions of its Super Bowl ad.

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 the Romanian National Institute for Blood Donations increased the number of young people donating blood by partnering with a music festival to give away free tickets to donors.

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This case study explains how Target, the retailer, used a live-broadcast TV ad during the GRAMMYs and social media to engage millions of people at once.

Case Study

This case study explains how OTTO, the German online retailer, used emotional storytelling in an integrated campaign to increase sales in the Christmas period.

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This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.

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This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

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This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

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This case study shows how BBVA, a financial services brand, increased and updated its customer information database by organising Peru's first ever Karaoke concert.

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This case study explains how charities the Romanian Ornithological Society and Natura 2000 used a YouTube video and PR to raise awareness of Romanian hunting laws and get the law changed to protect birds.

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This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

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This case study shows how The National Institute for Blood Transfusions, a blood donations organisation, harvested concert goers' love for free tickets to increase blood donations in Romania.

Case Study

This case study describes how SmartLife, a UAE government-affiliated organisation for Dubai's blue-collared labourers, created educational content and placed it at touchpoints across Dubai to help labourers learn English.

Case Study

This case study shows how Batelco, a mobile network, successfully stole its competition's customers with a simple real-time social media response campaign in Bahrain.

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This case study explores how Budweiser, the beer brand, launched a campaign in the US to capture young beer drinkers through the Rio Olympics and Copa America, and to reverse a sales slump.