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Content marketing effectiveness

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Article

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

News

NEW YORK: Marketing researchers are yet to provide measurement standards that fully demonstrate the efficacy of branded content across TV and digital, according to a paper in the Journal of Advertising Research (JAR).

News

LAS VEGAS: Univision, the media company, is leveraging the power of digital influencers to drive consumer engagement with content across traditional and online channels alike.

Article

Outlines four different content models brands can use to win market share and boost engagement.
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Just 41 days left to enter the WARC Prize for MENA Strategy

Article

The Univision Creator Network (UCN), an influencer-marketing unit of media company Univision, believes that online content creators can offer unique benefits from a marketing perspective.

News

CHICAGO: Walmart, the retailer, is taking a “lifecycle” approach to content that helps it identify the material that is most likely to deliver long-term value for its brand.

Article

Walmart, the retailer, has reorganized its marketing group to create compelling, relevant content for different audiences using what it describes as a "lifecycle" approach.

Article

New Balance, the sportswear manufacturer, has adopted a nuanced strategy as it seeks to reach youthful "gamechangers" who have the power to influence broader perceptions of its brand.

Case Study

William Lawson's, a whisky brand, increased sales in Mexico by targeting men ages 18-24 with a 'no rules' message on social media.

Case Study

Shell successfully positioned itself as a pioneer in future energy solutions in the UK, USA, China, Nigeria and Brazil, with a range of content showcasing some of its brighter ideas in action.

Case Study

Canadian sports retailer Sport Chek stood out in the 2016 Olympics advertising noise with a dynamic, multi-channel media strategy.

Case Study

Kellogg's cereal brand Chocos used a content strategy in partnership with a popular children's animated series in India to launch three new variants.

Article

As online content becomes a core brand platform in India, marketers must understand local media consumption habits, be useful and think long term to build brand love.

Case Study

Compact executive car Jaguar Land Rover XE was successfully promoted in India through a partnership with a TV broadcaster and engaging inspirational influencers.

Case Study

American insurance provider AARP partnered with Time Inc and used influencers to communicate its brand values and shake off its image as being only for retirees.

Case Study

Laundry detergent OMO Ultimate was re-launched on the Australian market with a video-led campaign around mothers and kids.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Case Study

Under Armour, the sports apparel brand, used social media and content featuring six athletes to target American women aged 18-34.

Case Study

Traditional Indian sport kabaddi gained relevance through a carefully planned low-budget campaign.

Opinion

Lennie Stern is Head of Creative and Entertainment Strategies, BETC Paris and a judge of the Effective Content Strategy category in the 2018 WARC Awards.

News

LONDON/NEW YORK: Digital and social have profoundly changed the way people shop for beauty products and the response of The Estée Lauder Companies has been to develop an extensive content marketing program for all its brands.

News

NEW YORK: Minor League Baseball (MiLB), the sports league, is leveraging a distinct content strategy that focuses as much on what happens “outside the white lines” as the game itself.

Article

Digital is changing the way people shop for beauty products, as influencers and social wield increasing clout.

Article

Content marketing can be difficult in a large organisation where siloes exist and practitioners need to find both allies and money.