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Article

This article examines how brands can build awareness and increase loyalty through effective sponsorship.

Case Study

This case study describes how Coca-Cola North America achieved the number 1 ranking in YouTube's Suggested Video list to help celebrate and reintroduce the mini can to millions of viewers.

Case Study

This case study describes how Casillero del Diablo, a wine brand, partnered with Sky Movies in the UK in order to tap the potential of wine and TV moments.

Case Study

This case study shows how Domino's, a pizza delivery service brand, unlocked an untapped consumer group by sponsoring a popular soap opera in the UK.

Case Study

This case study shows how McDonald's, a fast food chain, increased sales in the UK by creating bespoke content to fit the TV shows it had partnered with.

Case Study

This case study shows how Nescafé, a coffee brand, created its own reality TV show to increase brand equity in Vietnam.

Case Study

This case study shows how Kohl's, a department store in the US, created a social media driven campaign in order to engage with a wider audience and increase sales.

Case Study

This case study discusses a campaign for arts and crafts toy Play Doh in Russia, which used product placement and online video to reach into a new category.

Case Study

This case study shows how the Royal Bank of Scotland (RBS), a financial services brand, created its own documentary on financial scamming to increase brand trust in Scotland.

Case Study

This case study shows how B'lue, a drink brand, increased sales and brand awareness in the Philippines by using Batman vs Superman branded content As sales in the soft drinks and juices market were declining, B'lue wanted to become millennial's alternative drink of choice.

Case Study

This case study shows how Macmillan Cancer Support, a UK charity, struck a unique content partnership with a national newspaper's agony aunt to educate the audience about the charity's services.

Case Study

This case study shows how Rekorderlig, a cider brand, used a summer festival to increase brand awareness in the UK.

Case Study

This case study shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

Case Study

This case study describes how Fair & Lovely (FAL), an Indian beauty brand, used a TV series to bring its brand philosophy to life and used fingerprinting technology to make content decisions on-the-fly.

Case Study

This case study describes how Domino's, a pizza delivery brand in the UK, shifted its communications focus from the product to its audience, to overcome its stalling growth.

Case Study

This case study looks at 8 O'Clock Coffee and Warner Brothers, who opened up a coffee shop, Central Perk, a replica of the Friends hang-out, to promote the reissue of the show's 10 seasons.

Case Study

The case study explains how KSF Instant Noodles, a leading instant noodles brand in China, used a Hollywood blockbuster to create branded content and introduce KSF's new product range to the market.

Case Study

This case study describes Target's, the US retailer, national campaign to interact with the Grammys, with live music instead of ads, placing Target at the centre of the evening's buzz.

Case Study

This case study describes how Aetna, the US-based healthcare company, gained substantial social and earned media exposure with an experiential stop-smoking campaign.

Case Study

This case study explains how the spreads brand Becel was affected by the perception that butter was healthier than margarine; and how new usage occasions for the product rescued declining sales.

Case Study

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Case Study

This case study describes how McCain's #Modifry campaign made use of foodie culture and inspired Canadian consumers to think about fries differently.

Case Study

This case study examines how Fix Auto, the largest network of automotive collision repair facilities in Canada, increased awareness across the country despite customers' infrequent need for the service.

Article

This event report shows how Toyota, the automaker, has utilised a tie-up with the Fantasy Football service run by Yahoo! to connect with consumers both online and offline.

Case Study

This case study shows how Clinique, a global premium skincare brand, launched two new products into the Australian market, cementing the brand as a leading skincare innovator.