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Emotion

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Article

This article sets out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.

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

Hulu, the American subscription video service, promoted its TV show The Handmaid's Tale by leveraging a new wave of women's activism in the US.

Article

Details how IKEA used emotional marketing in its Where Life Happens campaign to increase market share and brand perception.

Case Study

Turkcell, the Turkish mobile phone network, promoted its music streaming app, Fizy, with interactive banner ads which promoted mood-based playlists.
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Research Paper

American broadcasting and cable company Viacom partnered with Merchant Mechanics to conduct a study of the brain activity of fans of Comedy Central's show South Park.

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

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

Case Study

Toiletries brand Dove launched the localised campaign #ChangeTheRhyme to make the brand's iconic Real Beauty concept more relevant to women in India.

Research Paper

Identifies the characteristics that are more likely to be in Cannes Lions winners' entries and looks at the dis-equilibrium that is causing many brands to rethink their strategies.

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

Hair conditioner brand Cream Silk Philippines garnered the highest share of voice during the 2016 Miss Universe pageant and exceeded all industry benchmarks on engagements.

Case Study

Vacation rental marketplace HomeAway increased brand consideration in France, the UK and Germany by creating and listing on its website an apartment inside the Tour Eiffel.

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

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

Kellogg's cereal brand Chocos joined forces with a leading Indian parenting blog to drive its brand proposition of uninhibited childhood but also persuade mothers that it was a healthy food.

Case Study

Cornetto, the ice-cream brand, increased brand equity in India by telling stories in short videos in a Valentine's Day campaign.

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.

Case Study

Russian ice-cream brand Zolotoy Standart run a family-oriented campaign through an engaging TV show and mobile game.

Case Study

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

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

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

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

Case Study

Gum brand Doublemint achieved relevance among young Indian consumers by engaging them in the creation of a crowd-sourced picture-book.