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Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Case Study

This case study shows how Good Knight, an insecticide brand, successfully increased sales and raised the Indian audience's awareness about Dengue.

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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.

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This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

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This case study explains how social justice firm Maurice Blackburn used an integrated storytelling campaign to raise awareness of its work in Australia.

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This case study describes how sports brand adidas Football used online episodic content in a global campaign to strengthen its association with the UEFA Champions League and appeal to an audience of young football fans.

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This case study describes how multiple sclerosis support charity MS Australia, used the design of a bike to raise awareness of the symptoms of the disease and, in turn, improve fundraising efforts.

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This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

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This case study shows how Muthoot Fincorp, a financial services company, successfully engaged with its Indian audience through its partnership with the famous movie star Rajnikanth and his movie, Kabali.

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This case study shows how WildAid, a wildlife NGO, decisively changed the fate of the global ivory trade through a large-scale social media campaign.

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This case study shows how Always, a feminine hygiene products brand, increased brand awareness globally by using emojis to tackle society's prejudices towards young girls.

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This case study shows how Premier Futsal, India's first professional futsal league, took the country's love for competition shows and turned it into a successful strategy to raise brand awareness and find new players.

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This case study explores how DOT, a corporation that produces products aimed at establishing blind and visually impaired (B&VI) people's right to access technology, ran a global campaign and launched the first braille smartwatch, which uses patented DOT Active Braille Technology.

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This case study shows how BT Sports, a sports broadcaster, successfully kicked off its summer programming in the UK with a campaign that recreated famous football moments and asked fans to submit their own.

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This case study shows how 10X Investments, an investment management company, used a viral video campaign to make South African consumers aware of high investment fees and increase brand awareness.

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This case study explores how Szlachetna Paczka, a charitable organisation campaigning against poverty, launched a campaign in Poland to raise awareness of poverty within the country.

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This case study explores how Cornetto, a frozen dessert brand manufactured by Unilever, launched a local campaign in China to help teenagers deliver their 'love confessions'.

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This case study explores how Natural Resources Defense Council, a non-profit international environmental advocacy group, launched an ongoing, national campaign in the US to raise awareness and change behaviour regarding food waste.

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This case study explains how Organ Transplant, a non-profit organisation, increased awareness of organ donation amongst children in Japan by performing 'organ transplant operations' on toys.

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This case study explores how Deadpool, a 2016 Fantasy/Sci-Fi film, differentiated itself from the many other comic book action movies in the US.

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This case study explores how Pink Ribbon Germany, a charity focused on breast cancer awareness, launched a national campaign to raise awareness amongst young women of the importance of checking their breasts for lumps in order to detect anomalies as early as possible.

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This case study shows how Guccy Guilty, a perfume brand, doubled its market share globally by teasing viewers to use different platforms to access the full content of its campaign.

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This case study explores how 'Mein Kampf - Against Racism', a book recreated to change the message of Hitler's book 'Mein Kampf', launched a national campaign in Germany.

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This case study shows how Keebler Cookies, a cookie brand, used its iconic mascot to increase sales and bring the brand into the modern US market.

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This case study explores how 'Mein Kampf - Against Racism', a book recreated to change the message of Hitler's book 'Mein Kampf', launched a national campaign in Germany.