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Digital media effectiveness

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

Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

News

NEW YORK: PepsiCo, the fast-moving consumer goods manufacturer, gained new insights into the impact of digital campaigns through working with research firm IRI on a project that delivered results at speed.

Article

This event report outlines how PepisCo, the fast moving consumer goods company, deepened its understanding of how advertising impacts the digital audience.

News

CANNES: YouTube came under fire this year for showing brand ads next to inappropriate content, but brands should be asking themselves some hard questions as well, according to Unilever's top marketer.

Article

This event report considers the challenges around digital measurement and possible solutions, recommending proper audience measurement, frequency capping and adoption of common metrics.

Article

This article looks at the problems that have come with the growth of digital word of mouth through social media.

Case Study

This case study explains how charities the Romanian Ornithological Society and Natura 2000 used a YouTube video and PR to raise awareness of Romanian hunting laws and get the law changed to protect birds.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.

Case Study

This case study explains how Sakker El Dekkene (Stop the Shop), a Lebanese NGO, used a stunt to encourage people to report corruption.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study explains how animal advocacy charity WildAid united elephant NGOs and people around the world to persuade the UN to ban the ivory trade in a campaign driven by content and social media.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

Case Study

This case study shows how AT&T, a telecommunications brand, increased awareness for distracted driving using a shocking campaign film in the US.

Case Study

This case study shows how Interflora, a flower delivery service, increased sales on Valentine's Day by creating a special, late Valentine's service that helped forgetful Danish men offer bouquets without being blamed for the their lateness.

Case Study

This case study shows how BBVA, a financial services brand, increased and updated its customer information database by organising Peru's first ever Karaoke concert.

Case Study

This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

Case Study

This case study explains how SOS Children's Villages, a charity that works with orphaned children living in poverty, used a series of photographs to connect with Swedish people on Mother's Day and increase donations.

Case Study

This case study explains how Lifebuoy, the soap brand, extended its 'Help a Child Reach 5' initiative to more countries with the help of donors by releasing an emotional film online.

Case Study

This case study explains how WWF Hong Kong, the wildlife charity, challenged misconceptions about the ivory trade and achieved a total ban of the trade of ivory in Hong Kong.

Case Study

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.

Case Study

This case study explains how PETRONAS, an auto fuel retailer, used an emotional short film distributed online and on TV to connect with the Chinese community in Malaysia during Chinese New Year.