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Cultural influences & values

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Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Case Study

This case study explains how The Ad Council's Love Has No Labels campaign, an equality movement, flooded American culture with diverse images of love to normalize them and reduce implicit bias.

Case Study

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

Case Study

This case study explains how letgo, an app for buying and selling secondhand goods, took over the US, Turkey and Norway by tapping into psychological differences between cultures.

Case Study

This case study looks at how Ariel, a laundry detergent brand, created the 'Dads #ShareTheLoad' campaign in India to bring the issue of gender inequality into public consciousness, generating immense positive attention.

Case Study

This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

Case Study

This case study describes how the Metro Manila Development Authority used online and PR to create a campaign to get drivers to pay their traffic violation fines in The Philippines.

Case Study

In this case study, Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Case Study

This case study describes tea brand Brooke Bond Red Label's three-year, multi-channelled social experiment to get customers to reappraise the brand and to regain its market-leadership position in India.

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.

Case Study

This case study describes how online brand Amazon used a multichannel campaign based around the sibling festival of Rakshabandhan to grow its customer base in North India.

Case Study

This case study explains how Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

This case study explains how pre-natal multivitamin brand Elevit increased sales to expectant parents with emotional video content and targeted digital ads.

Case Study

This case study describes how condom brand Skore used TV, digital and events to redefine the category narrative and boost sales in India.

Article

This article outlines some of the changes brought in India’s rural areas by the increasing proliferation of mobile phones, and what the future looks like for marketers targeting these populations.

Article

This article outlines how some of India’s biggest brands - including Colgate, PepsiCo and Emami - are using mobile marketing to access rural India.

Case Study

This case study explains how retailer ALDI Australia's Christmas campaign, 'ALDI's perfect Aussie Christmas', gave Australians a renewed pride in their own unique version of Christmas by introducing a rival family of American Christmas-evangelists.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Case Study

This case study shows how Meat and Livestock Australia overcame the challenge of a divisive Australia Day by using the brand Lamb, which represents unity, to make Australia Day a celebration for all Australians.

Case Study

This case study looks at GMHBA, a not-for-profit health insurer based in Victoria, and how it outsmarted the shrinking health insurance category with its 'Enough to make you sick' campaign in Australia.

Case Study

This case study shows how the 'Stop It At The Start' campaign from The Australian Government started a national conversation about perpetuating future violence in a bid to change attitudes and behaviours to reduce future violence against women.

Case Study

This case study looks at how TAL, an Australian life insurer, launched an unknown brand into a mistrusted category without changing any aspect of the product.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

Case Study

This case study shows how Bayer Consumer Care's brand 'Berocca' reinvented its purpose in Australia, from restoring after a big night to preparing for a big day.

Case Study

This case study shows how two junior agency executives from Host created the global social media campaign #redefinewomen to draw attention to outdated sexist definitions on Google Define with no budget or backing of any movement or brand.