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Article

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.

Case Study

This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.

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 explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

Case Study

This case study explains how Saffolalife, the not-for-profit arm of an edible oil brand, used disruptive media and hints to help people in India make choices that were healthier for their hearts.

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 explains how Zivame, a lingerie brand, increased sales among Indian women by developing a discreet online sales platform.

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.

Case Study

This case study explains how HP Lubricants, an Indian motor lubricants brand, built its brand reputation by improving road safety with innovative road technology.

Research Paper

This article examines the clear evidence from industry research that shows the restriction of 50% of pixels on-screen for only two seconds leads to a reduced ability to influence.

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 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 Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

News

NEW YORK: YouTube was rocked earlier this year when it suffered a mass boycott by brands concerned about their ads appearing next to inappropriate content, but the latest data suggests advertisers are using the video platform as never before.

Case Study

This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.

Case Study

This case study describes how telecoms brand STC used a TV and digital strategy to become an entertainment provider to appeal to young people in Saudi Arabia.

Case Study

This case study describes how mobile operator STC used an online show to promote its roaming service to the youth audience in Saudi Arabia.

Case Study

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Case Study

This case study shows how du, a telecommunications provider, launched its digital fasting campaign during Ramadan celebrations, to engage consumers in the UAE and increase brand equity.

Case Study

This case study shows how Batelco, a telecommunications provider, increased its innovation equity by developing a smart bus that tackled the problem of child mortality in school buses in Bahrain.

Case Study

This case study shows how STC, a telecommunications brand, increased its equity in the KSA by launching a nostalgic campaign reminiscent of the '70s in a segment obsessed with marketing speed and fast services.

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.