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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

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

Case Study

McDonald's, the fast food chain, increased sales among younger people in Mexico with a series of special offers on 'McDonald's Tuesdays'.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.
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Case Study

Financial services corporation MasterCard used Facebook Canvas and carousel ads to generate awareness and consideration for Priceless Cities, an exclusive travel benefits platform, and to inspire cardholders in Brazil and Mexico to travel to New York.

Case Study

Holanda, a Unilever food brand in Mexico, launched Mordisko, a cookie-based ice cream, with the help of mobile technologies and personalised messages.

Case Study

Warner Pictures Mexico combined mobile, programmatic TV and out-of-home digital formats to promote The Lego Batman animated film.

Case Study

Mexican hypermarket group Grupo La Comer Mexico used a navigation app to communicate its rebranding message to consumers.

Case Study

Mobile company Samsung launched Samsung Galaxy A in Mexico, generated engagement with its audience by using a sponsored playlist on Spotify, a first for Latin America.

Case Study

Easy Taxi, the most downloaded taxi app in the world and number one service in Latin America, increased market share and gained new riders thanks to its innovative digital campaign in Mexico.

Case Study

Chewing gum brand Trident Fruit Mix introduced a new gum flavour to consumers in Mexico with the help of mobile mini-games.

Case Study

Beer maker Corona used Spotify's 'event targeting' tool to promote its new campaign and the Corona Capital Festival to the brand's consumers in Mexico.

News

MEXICO CITY:  AB InBev, the global brewing company, will attempt to speak to Mexican workers planning to cross the border to the US for a life of poorly paid work by offering the opportunity to become small business owners selling the ...

Research Paper

This paper explains how a Mexican research agency took on the challenge of thinking about the future today from two fronts: towards its clients and towards itself.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

News

MEXICO CITY: Grupo Televisa, Mexico's leading broadcaster, has announced it will review how it sells advertising after it saw ad sales slump for the second quarter in a row.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Case Study

This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

Research Paper

This paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.

Research Paper

This paper describes a project that used artificial intelligence to extract insights from conversations on Twitter about two political events in 2016: the US presidential election and "Brexit", the UK's withdrawal from the European Union.

Research Paper

This paper describes research for the Comedy Central cable channel into the role of Mexican humor in TV and, in particular, what makes young Mexicans laugh.

News

SEATTLE/MEXICO CITY: Amazon began operations in Mexico two years ago, but now online consumers in parts of the country can access free shipping as well as streamed video after the e-commerce giant announced the launch of Amazon Prime.

Case Study

This case study describes how Tecate, a Heineken-owned Mexican beer brand, increased sales and market share, closing the gap between it and the international leader, Coronita, with a bold new design.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.