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News

NEW YORK: The past year has seen a surge in the use of the native advertising format and a dip in programmatic advertising as advertisers react to brand safety concerns, a study suggests.

Article

This article covers how Johnson and Johnson is using video content in India to target specific audiences with household and baby products.

Article

This article, based on local surveys by Ipsos, the market research and consultancy firm, covers how much Singaporeans are exposed to different types of media and the implications for branded content placement.

News

NEW YORK: Carnival Corporation, the cruise company, has enjoyed major brand benefits from investing in original TV programming.

Article

This event report considers the evolution of Contiki's content marketing strategy as the travel firm tackled the challenges of category disruption.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study shows how Google, a tech company, created an educational web platform to entice more girls in the US to learn how to code.

Case Study

This case study explains how Norton, a computer security brand, used a series of short digital films to improve awareness of security and the Norton brand in a global campaign.

Case Study

This case study shows how the Natalia Ponce de Leon Foundation, a non-profit organisation, successfully pushed for governmental change towards the prosecution of acid attacks perpetrators, by developing a social awareness campaign in Colombia.

Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

News

SINGAPORE: The spread of mobile coupled with the fact that over 45% of Asia's population are millennials has been a marketing game-changer for Johnson & Johnson, according to a leading executive.

Article

This article explores Johnson & Johnson's 'CIA' – context, impact, action – approach to content, including campaigns using KOLs and Snapchat in Asia.

Case Study

This case study shows how iD Mobile, a mobile network brand, successfully launched its services in the UK, using a digital-first campaign.

Case Study

This case study shows how Huggies, the baby diapers brand, increased awareness and sales by developing 'hugging programs' across Canadian Hospitals.

Case Study

This case study shows how Mahindra Tractors, a tractor brand, successfully engaged with Indian farmers by creating a content platform that accurately portrayed its vast community.

Case Study

This case study describes how food brand Knorr used branded content to increase the frequency of home cooking in Taiwan.

Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Case Study

This case study describes how airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Case Study

This case study describes how Johnson's Baby used online and offline content to launch its dedicated YouTube channel in India.

Case Study

This case study explains how Coca-Cola used a transmedia branded content platform to win back 'share of heart' with mothers in Morocco.

Case Study

This case study describes how Hindustan Unilever's BeBeautiful web portal turned from a generic women-centric platform to one of the top beauty destinations in India.

Case Study

This case study describes how soft drink brand Pepsi created a digital soap opera to build brand love and grow in Colombia.

Case Study

This case study describes how beauty brand L'Oréal conducted a very public content-led experiment to launch its Revitalift Laser X3 product in Australia.

Case Study

This case study describes how Indian luggage brand American Tourister launched its line of commuter backpacks with an online campaign across social media.