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Article

This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Research Paper

This paper describes research for the Comedy Central cable channel into the role of Mexican humor in TV and, in particular, what makes young Mexicans laugh.

News

NEW YORK: TV sitcoms, especially high-rated primetime shows, provide better return on investment (ROI) for advertisers than other TV genres, according to a new study.

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 retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.

Case Study

This case study describes how pen brand Bic boosted sales by creating an online competition in Australia and New Zealand to get existing owners to use their Bic 4 Colours Pens more, so that their pens would run out.

Case Study

This case study describes how UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.

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 feminine hygiene brand Stayfree, targeted women in rural India with an infotainment portal on mobile phones.

Case Study

This case study describes how Benzac, a US OTC acne treatment manufactured by Galderma, used social data to create a custom panel of influencers - 'Cool Kids' - to then partner with relevant publishers and curators to build an emotional connection with teens.

Case Study

This case study describes how Nexplanon, a long-term birth control brand in the US, used big data to approach new professional and consumer audiences with the campaign 'ARMOR up'.

Case Study

This case study describes how US non-profit The Ad Council, tackled Type 2 diabetes with a research-driven campaign to focus the issue through an intimate relationship to the at-risk target audience.

Case Study

This case study describes how Booth's, the British retailer, overcame UK legislation that saw shoppers charged 5p for plastic bags by creating bespoke fabric bags - a new product category capable of growing sales.

Case Study

This case study describes how Twinings, a tea marketer, launched its brand of sweet green teas, Twinings' Sweet Greens, in the UK market by adapting its existing green tea packaging.

Case Study

This case study describes how Kabuto noodles, a UK noodle brand, launched itself with a clean design language that recalled the 'fresh sophistication' of restaurants like Wagamama into a category dominated by cheap, jokey brands.

Case Study

This case study describes how Hippeas, a British vegan snack brand, launched its premium proposition with the added value of affordability, with a design that was instantly recognisable and simple.

Case Study

This case study details how the Liberal Party in Canada won a majority in the 2015 federal elections by using online video.

Case Study

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

Case Study

This case study describes how Amazon, the e-commerce retailing giant, used the Super Bowl to advertise its new Amazon Echo product in the United States.

Case Study

This case study details how Milk West, a group of four provincial milk marketing boards in Western Canada, developed content that changed behaviours in the youth target.

Case Study

This case study describes how Skittles, a confectionery brand, created a successful holiday campaign in Canada through a pop up store.

Case Study

This case study details how Reitmans, a retailer of women's clothing, repositioned its brand to appeal to a younger target without alienating its core customers in Canada.

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 describes how Doritos, a brand of flavoured tortilla chips, advertised its limited ketchup flavour in Canada by associating with Valentine's Day.

Case Study

This case study details how Super C, a discount supermarket chain, used a new brand purpose based around Zero Compromise to appeal to Quebec consumers.