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Article

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.

Article

This article provides marketers with information and guidance on generating earned media.

Article

This event report explores how brands have partnered with Guinness World Records to drive engagement and awareness in unconventional ways.

Article

This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.

Case Study

This case study describes how tech company Google set out to build love for its brand by creating a dedicated hub, The Voice, to give young Taiwanese citizens a platform in the country's presidential elections.

Article

This webinar discusses how social media can help plan and amplify content and why the shape of social media conversations needs to be analysed to give a full picture of effectiveness.

Article

This event report outlines Lenovo's approach to content marketing, which revolves around being different and makes use of influencers, crowdsourcing and media co-creation using VICE.

Article

This event report describes how Adidas, the sportswear manufacturer, utilised influencer marketing and dark social to boost engagement internationally through its Tango Squads.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, the platform reaches over a billion users every month.

Article

This paper explores the current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing - brands must be ready.

Article

This article looks at how successful social media campaigns can be more accurately distinguished from popular but ineffective campaigns.

Case Study

This case study details how the Humane Society of the United States, an animal welfare non-profit organisation, increased interest in pet adoption.

Article

This paper explores how to select the correct metrics to measure the social media activity and engagement of consumers with a brand during a campaign.

Article

This article myth-busts common misconceptions about marketing to Asia's millennials, and provides practical advice on brand purpose, user-generated content and developing an influencer strategy.

Article

This article, taken from the Warc Toolkit 2017 report, explores how the proliferation of video is transforming social media marketing by turning social platforms into broadcast media.

Case Study

This case study details how ActionAid, an international charity, raised awareness of Female Genital Mutilation (FGM) among the UK population through online video.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Research Paper

Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Article

This article seeks to shed light on the way in which younger consumers take inspiration and influence, arguing that creative collaboration with influencers retains the authenticity that brands need to convey.

Article

The article covers how NASA, the US space agency, uses social media, live video and influencers to share the wonders of space, without using any advertising budget.

Case Study

This case study shows how WWF Thailand, a wildlife protection NGO, successfully pushed for change in Thailand against poachers, using a celebrity-driven social media campaign.

Case Study

This case study shows how Citibank, a financial services provider, changed its brand positioning in India by tapping into the country's foodie culture.

Case Study

This case study shows how Dabur Meswak, a toothpaste brand, created its own product feedback platform to generate buzz and increase sales in India.

Article

This case study shows how the makers of Bajirao Mastani, an Indian blockbuster movie, successfully analysed Bollywood's marketing impact at the box office.