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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.

News

NEW DELHI: The Advertising Standards Council of India (ASCI) has clamped down on exaggerated claims made by celebrities endorsing products with a new set of guidelines that will require them to do more than simply repeat the lines they are given by ...

Case Study

This case study describes how Cigna, the US health insurer, used the fictional TV Doctors of America to promote both its offering, and to encourage preventative care.

Case Study

This case study describes how Johnsonville Sausage, a Wisconsin-based meat processing company, leveraged its small town background and its authenticity to win over Canadian sausage lovers.

Case Study

This case study describes how feminine hygiene brand Stayfree, targeted women in rural India with an infotainment portal on mobile phones.

Article

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study describes how Johnson's Baby used extensive research to build a connection between online and offline to launch its dedicated YouTube channel in India.

Case Study

This case study describes how Walmart, the US supermarket, appealed to Hispanic consumers in the holiday season through research into inspirational sentiments about the festive period in order to create ads that would chime with the target audience.

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

Case Study

This case study details how McDonald's, the fast food restaurant chain, used its sponsorship program to increase sales in Quebec, Canada.

Opinion

This is a guest post from Tom Ewing, Senior Director, BrainJuicer Labs Every year BrainJuicer tests most of the Super Bowl ads, to see which ones are the most emotionally effective.

News

NEW YORK: Donald Trump's explicit endorsement via Twitter of a privately held Maine retailer, coupled with campaign donations from a family member, has left marketers wondering how best to deal with being name-checked by the president-elect.

News

KUALA LUMPUR: Popular influencers in Malaysia are increasingly using Instagram to shape the way advertising is conducted in the country and the wider region.

Case Study

This case study describes how ALS League, a US non-profit with the purpose of raising awareness for the neurodegenerative disease, created a viral social challenge that drove donations to the ultimate cause of the campaign: research towards its cure.

Case Study

This case study describes how Google, the internet search company, improved its reputation in Russia by celebrating one of the country's most famous novelists, Leo Tolstoy.

Case Study

This case study describes how Jacobs Monarch, a coffee brand, increased engagement in Russia by encouraging people to be hospitable.

Case Study

This case study details how Ostashkov's Department of Housing, a local Russian recycling company, encouraged recycling by appealing to a major celebrity figure.

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 describes how Unilever, a consumer goods company, drove engagement for its Dove personal care brand by attacking sexism in the media.

Case Study

This case study details how McDonald's, a fast food restaurant chain, engaged supporters with its charity, Ronald McDonald House Charities (RMHC), in the United States.

News

SINGAPORE: In an attempt to boost consumer trust, Singapore's influencers must now declare any commercial relationship with prominent disclaimers, according to new guidelines.

Article

This article covers how marketers can navigate Singapore's new influencer marketing transparency guidelines.