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Content marketing effectiveness

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Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Case Study

The Sports Medicine and Orthopaedics division at Cincinnati Children's Hospital Medical Center, US, used search and display video ads to increase the number of self-referring teenage patients.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

Article

Buzzfeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

News

SINGAPORE: Kellogg’s used to have to contend with unenthusiastic consumers in India, where sales of its corn flakes were sluggish two years ago, but the FMCG group managed to re-engage consumers through effective video content marketing.

Article

When it comes to content marketing for print publishers, educating salespeople and client relations staff to understand how the medium works is vital to build trust.

News

SYDNEY: As travel marketing has shifted towards portraying memorable, meaningful experiences, legacy travel brand Contiki has adapted its content strategy to broadcast the first-hand experiences of its customers, resulting in e-commerce sales ...

News

NEW DELHI: Content marketing offers brands the chance to humanise themselves and make themselves relevant to Indian consumers on a personal level, according to a senior agency executive.

News

SINGAPORE: Native advertising and effective content marketing delivers a much better ad experience to consumer, according to a senior executive at Singapore Press Holdings, the country’s largest print media publisher.

Case Study

Star Sports, the Indian broadcaster, built interest the Kabaddi World Cup, a traditional Indian sport, by using social media, content and influencers.

Case Study

Kraft Heinz's chilli sauce brand, Sambal ABC, grew market share in Indonesia with an integrated multimedia campaign.

Case Study

Airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Article

Kellogg's, a breakfast foods manufacturer, developed recipe-orientated video content and used audience segmentation to drive sales in India.

Case Study

Knorr, the food brand owned by Unilever, used bloggers and content to increase sales of its meal kits to parents in Taiwan.

Case Study

Motorcycle manufacturer Bajaj used a social-media-driven content platform that tapped into national pride to launch a new commuter model in India.

Case Study

Car manufacturer Jaguar Land Rover used TV branded content, digital and social media to launch its XE model in India.

Case Study

E-commerce giant Ali Group built an aggregator express delivery app in China and raised awareness of it through a live TV show and social influencers.

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Case Study

Sanitary napkin brand Stayfree increased sales and claimed the largest market share in India with a campaign based around videos posted on YouTube.

Case Study

Hair-loss brand Regaine appealed to men with hair-loss problems in Taiwan, without breaking the country's strict advertising laws on efficacy claims.

Case Study

McDonald's, the fast food chain, used live streaming to promote McCafe in Taiwan.

Case Study

Energy brand Red Bull reinvented its content strategy on Facebook to become relevant to the Indian audience, while staying true to the brand's values.

News

SINGAPORE: Uber is learning from its stunt marketing flops in Asia as it evolves to a more purpose-driven approach, according to a senior executive at the ride hailing company.

Article

Contiki, a global tour operator, pivoted its marketing toward user-generated and educational content to capture millennial travellers.