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Digital media effectiveness

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Article

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

Article

This article explores the notion of what rich media is as well as delving into its formats, channels, providers and the challenges facing it.

Article

This article explains how marketers can maximize the return on investment in digital marketing, a platform predicted to overtake TV in adspend in 2016.

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 details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest in Brazil.

Case Study

This case study explains how Under Armour, an American sportswear brand, cemented its connection to Golden State basketball player, Stephen Curry, to become a credible threat in the lucrative basketball category.

Case Study

This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.

Case Study

This case study looks at how the Australian National Youth Mental Health Foundation, headspace, cut online bullying behaviour with its Reword campaign.

Case Study

This case study explains how L'Oréal Paris, a cosmetics brand, tackled the lack of diversity within foundation shades by turning its harshest critics into its biggest advocates in the UK.

Case Study

This case study looks at how Northwell Health, an American healthcare system, established an emotional connection with its audience by creating an amphibious prosthetic to change the lives of amputees.

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 article explains how Off The Street Club, Chicago's oldest boys and girls club, helped children reject social pressures to live a life of crime on the streets with its 'Hope Is Tougher' campaign in the US.

Case Study

This case study is about how US activist movement Black Lives Matter raised awareness of race and racism by provocatively appropriating a Facebook feature.

Case Study

This case study explains how Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

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

This case study describes how paint brand Asian Paints used a multichannel approach to drive admissions to its Colour Academy and make painting a desirable and respectable profession in India.

Case Study

This case study describes how make-up brand Maybelline used Facebook, and its audience's obsession with Snapchat selfies, to launch its Dream Velvet foundation in Singapore.

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 how baby nutrition system BabyNes built brand awareness in China with a campaign using online, social media, editorial, in-store and events.

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 Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

Case Study

This case study describes how credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

This case study explains how Levi Strauss jeans relaunched an old jeans series in India with zero paid media through a social media campaign featuring inspirational women.

Case Study

This case study describes how Amazon, the online retailer, increased its user base in India by connecting with mothers through an emotional video.