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Article

This article sets out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.

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.

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This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

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This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

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This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

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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.

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This case study shows how Bou Khalil, a supermarket chain, successfully increased brand awareness by creating a platform that allowed Lebanese people to help child beggars.

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This case study shows how the Natalia Ponce de Leon Foundation, a non-profit organisation, successfully pushed for governmental change towards the prosecution of acid attacks perpetrators, by developing a social awareness campaign in Colombia.

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This case study explains how QQ, a Chinese instant messaging service, improved its brand image and signed up new users with a scheme to help find missing children.

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This case study explains how PETRONAS, an auto fuel retailer, used an emotional short film distributed online and on TV to connect with the Chinese community in Malaysia during Chinese New Year.

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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.

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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.

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This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

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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.

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

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This case study shows how ANZ, a financial services brand, successfully engaged Australian female audiences by launching a phased campaign regarding equal pay.

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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.

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This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

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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.

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This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

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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.

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This case study explains how the UK's NHS Blood and Transplant service recruited 17-24 year olds during National Blood Week by working with partners in TV, radio, digital, print and online to create a sense of urgency.

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This case study explains how Refugees Welcome, a German charity which advocates for refugees, used pre-roll YouTube ads and PR to help change opinions about refugees and generate donations.

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This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

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This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.