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LONDON: Only 5% of media and advertising professionals believe commercial research studies on digital advertising are of a good enough quality, according to a new research study.

Case Study

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

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

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

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

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AXE promoted its new male deodorant AXE Black Night in Russia, by both maintaining its loyal young clientele and expanding its market share to a more mature audience.

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The new mini SUV Audi Q2 was launched in Taiwan building strong brand awareness under competitive circumstances.

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Fast food giant McDonald's captured the hearts of South African consumers by reintroducing the much-loved Big Tasty burger.

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GLOBAL: Ad fraud may be worth upwards of $7bn a year but it rates very low down on the list of concerns for brands and agencies in 2018, which is dominated by digital metrics and recruitment issues.

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Promoting its return to endurance racing, automobile company Ford reinforced its brand opinion in Europe focusing on the 24 Hours of Le Mans.

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Pernod Ricard Kenya and Jumia Food partnered to launch beverage delivery service Jumia Party.

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IBM, the computer manufacturing company, demonstrated its AI platform, Watson, by making it Wimbledon's first AI tennis expert.

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O2, a telecommunications services provider in the UK, used customer data to produce personalised video communications to encourage O2 customers to upgrade their phone and renew their contract.

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Age UK Mobility, a mobility equipment supplier, increased organic sessions to its site by creating content that featured infographics and was based on historical data.

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Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.

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Financial services company Legal & General encouraged understanding of the importance of life insurance by emotionally connecting with parents of young children in the UK.

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Bacardi, an alcoholic drinks brand, created a Facebook chatbot integrated with Spotify to connect with millennials in the UK through bespoke playlists and give them the summertime feeling as winter approached.

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Virgin Media, a multimedia company, used speech recognition technology to record soundbites of interviews with BAFTA winners in the UK and upload them instantly to Twitter, to better engage its audience.

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Vodka Cruiser, a pre-mixed/ready-to-drink brand used Facebook Live to create an interactive branded 'TV show' to reconnect to young women in Australia.

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E.ON, a European electric services company, collaborated with the band Gorillaz to make its brand, and solar-powered energy, a relevant part of popular culture.

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Lynx, a deodorant brand, created a short video series in the UK to discuss modern masculinity and regain its relevance among young men.

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Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

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Through data analysis, financial services company Nationwide identified first-time buyers and supported them in the process of buying a home in the UK.

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Internet Matters, a non-profit organisation, produced a short film in the UK to bring home a hard-hitting message that bullying can now exist in the home without anyone being aware of it.

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Durex, a condom brand, created ‘Do Not Disturb’, a mini-documentary on YouTube that filmed couples on holiday without their digital devices to associate the brand with couples connecting emotionally.