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Article

The BBC is a leading broadcaster whose products are sold around the world and which has learned important lessons over the years about creating content.

Case Study

Hornbach, a German DIY retailer, launched its brand in the world of e-commerce by creating DIY tutorials to reach younger audiences across Austria, the Czech Republic, Germany, the Netherlands and Switzerland.

Case Study

Icelandair, an Icelandic airline, created the Icelandair Stopover Buddy service to convince travellers across Europe to fly with its airline, despite big challenges.

Case Study

Barbie, a children's doll brand, reversed years of global sales' decline by using a multiplatform campaign paired with a new product launch.

Case Study

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Case Study

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

Case Study

Jolly Rancher, a US candy brand, overturned a 4 year sales decline by rebranding its product and heavily relying on social listening and targeted content.

Case Study

Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.

Case Study

KFC, a fast food brand, used long-form video to win back 16-24 year olds globally with its YouTube video series 'Around the world in 99 gigs'.

Case Study

Off The Street Club (OTSC), a non-profit children's organization, was able to increase funding in the US using an emotional campaign featuring real children.

Case Study

Tim Weaver, an English author, was successfully turned into a brand name by creating a podcast that investigated both sides of a missing person's investigation to coincide with his mystery books.

News

LONDON: Native advertising offers real benefits for both consumers and marketers as long as it is developed and deployed correctly – and eight critical elements underpin campaign success, according to a leading research analyst.

Article

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

News

LONDON: UK tabloid newspaper The Sun believes that Facebook has redefined the way in which content discovery is accepted and that publishers have little choice but to adapt accordingly.

Article

News publishers around the world are having to come to terms with novel distribution methods and the demands made by social media and Facebook in particular.

News

CLEVELAND: US B2B content marketers are focused on building audiences and the majority believe their overall approach is becoming more successful, according to new research.

Article

Ideas are crucial to content and the best are sustainable ones that can outlast a particular campaign to communicate the brand on a long term basis.

Case Study

This case study explains how Beats, a headphone brand, used a cast of global sporting heroes acting as brand ambassadors to enable the brand's 'Be Heard' banner to resonate with sports and music fans globally.

Case Study

This case study looks at how Jolly Rancher, the American candy brand, transformed its strategy to go from an undesired brand to a sustained success.

Case Study

This case study explores how US athletic apparel and uniform brand Russell Athletic regained relevance among a new generation of athletes through a campaign defending the importance of team over individual glory.

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.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Article

This event report addresses how AT&T, the telecoms and media company, is putting sports at the heart of its brand proposition.

Case Study

This case study explores how Kimberly-Clark Professional*, business vertical of personal care brand Kimberly-Clark, grew revenue of its products in North America and Asia Pacific through a campaign encouraging Building Managers to leverage restrooms to build tenant preference.

News

GLOBAL: Campaigns for KFC Malaysia, Knorr, MS Limited Australia and Lockheed Martin have been awarded Golds for the Effective Content Strategy category in the 2017 WARC Awards which recognise next-generation marketing effectiveness.