Smart approaches to occasion marketing

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Data

An overview of the opt-in rate for app tracking among iOS 14.5 users.

Data

This article summarises the results of the Global Marketing Index for April 2021, when global marketing budgets and staffing levels saw the highest ever rates of growth.

Article

There is growing evidence that video team calls can lead to potentially sub-optimal outcomes and decision-making.

Article

Discusses the similarities in B2B and B2C marketing best practice, the role of emotion in B2B marketing and the new generation of B2B buyers reaching leadership positions.

Case Study

The Oklahoma Tourism and Recreation Department, a governmental department, increased visits to Oklahoma during the COVID-19 pandemic by launching a YouTube video series that promoted socially-distanced activities the state had to offer.

Case Study

St Jude, a children's research hospital, increased donations on Giving Tuesday in the US by launching a partnership with big YouTube stars who encouraged donations through a livestream telethon on YouTube.

Case Study

Adobe, a computer software company, increased Adobe Stock subscriptions in the US by creating the Adobe Stock Film Festival on YouTube which challenged filmmakers to create films just using the Adobe stock library.

Case Study

GoDaddy, an internet domain registrar and web hosting company, increased subscribers and organic traffic during the COVID-19 pandemic by launching a YouTube series of tutorial content to support and inspire small businesses during the volatility of 2020.

Article

Data suggest that consumer trust in the travel industry was significantly damaged during the COVID-19 pandemic, and companies will need to demonstrate an overt commitment to the health and wellbeing of travellers.

Case Study

Comedy Central, a cable TV channel, increased online interaction and promoted its new show among US consumers by airing the first episode for free on YouTube and creating specially-tailored promo videos.

Opinion

Shoppable media is the latest marketing opportunity and WARC’s Gabey Goh says the upcoming eTail Asia 2021 conference will outline the key drivers of this shoppable trend and what it means for marketers.

Article

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

Case Study

Match.com, a dating website, increased brand consideration during the COVID-19 pandemic in the US by launching a series of humorous YouTube videos that highlighted the difficulties of dating in a pandemic.

Case Study

M&Ms, a chocolate brand, increased sales of its classic variants in the US by launching a series of TV spots supported by YouTube pre-roll ads and dynamic videos during The Oscars.

Opinion

Facebook’s Tony Evans considers how Media Mix Modelling should be reinvented to reflect today’s marketing priorities.

Article

Sustainability is an increasing consideration in the travel category.

Data

An overview of the factors that UK and US audiences think will negatively impact their view of a brand.

Data

A summary of Australian consumers' experiences of mental health and social media.

Opinion

In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. In this edition, we hear from India.

Article

Provides marketers with information and guidance about short-form video.

Article

UK insurer Direct Line Group tested digital channels and platforms to plug a gap in its audience reach.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

Article

Takes a deeper dive into the emerging channel of CTV to help planners and buyers of media navigate the programmatic opportunities that it offers.

Article

Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Data

An overview of video impressions by device since 2016.