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Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Case Study

Children’s Wish Foundation of Canada, the charity dedicated to granting wishes of children with life-threatening diseases, reversed its decline through publicising one wish.

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Case Study

Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.

Case Study

Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.
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Case Study

Skin care brand Vaseline achieved a sales turnaround in the US by demonstrating the difference its products make in areas of humanitarian crisis.

Case Study

Retailer La Sirena raised awareness of gender violence in the Dominican Republic with a live activation on prime-time TV.

Case Study

Cereal brand Kellogg's reached substantial brand awareness in India by creating an all year-round communication with consumers.

Case Study

Eros International, one of India's biggest movie production houses, successfully launched a new movie despite a rival launching on the same day.

Case Study

Indian TV show Star Parivaar Awards gained momentum integrating data and technology.

Case Study

In the highly competitive hair category, Sunsilk Philippines needed to safeguard its market share implementing a motivational campaign which was relevant to its target audience.

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

Indian entertainment TV channel Star Plus launched a campaign to change stereotypical perceptions of women with the support of the national cricket team.

Case Study

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.

Case Study

Cornetto promoted its new ice cream to young consumers in Russia by positioning itself as a relationship ice-breaker through multiple media channels.

Case Study

Having recently entered the Taiwanese market, ŠKODA collaborated with a local baseball team to enhance brand awareness and drive sales of their cars.

Case Study

Through a partnership with band Gorillaz, Deutsche Telekom turned its brand colour into a media channel and increased engagement with millennials in the UK.

Case Study

Multinational technology company IBM became America's #1 preferred IT vendor through a campaign that showed the potential of its cognitive system Watson.

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.

Case Study

Cereal brand Kellogg's became a breakfast advocate in India promoting the consumption of the most important meal of the day.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its young customers.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

News

HO CHI MINH CITY: Influencer marketing and social media are already big in Southeast Asia so the use of live video streaming is a logical next step, but in Vietnam there are concerns that this approach is sidestepping rules on both advertising and ...

Case Study

Mercedes-Benz, an automotive brand, created the 4MATIC Book campaign in Italy to build awareness of the 4MATIC technology and demonstrate the brand's dedication to innovation.