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This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.

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 explains how Lysol, an American cleaning products brand, connected with mothers to turn its functional germ-kill claim into an emotional promise of protection.

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 Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

News

NEW YORK: We may still be at the tail end of summer, but already a comprehensive survey of US holiday season shopping intentions has been released – and it’s good news for Amazon, in particular.

News

LONDON: The four-day Islamic festival of Eid al-Adha begins in the UK on Friday, yet some Muslim retailers and marketers are surprised big retailers haven’t seized the opportunity in the way they do for Christmas and other events in the ...

Case Study

This case study explains how retailer ALDI Australia's Christmas campaign, 'ALDI's perfect Aussie Christmas', gave Australians a renewed pride in their own unique version of Christmas by introducing a rival family of American Christmas-evangelists.

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 explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

Case Study

This case study shows how McDonald's, the fast food brand, increased brand affinity and sales in the UAE by removing food from its adverts as a sign of respect for the region's Ramadan celebrations.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.

Case Study

This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.

Case Study

This case study shows how Mastercard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.

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 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 describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

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This case study describes how baby care brand Libero Peaudouce used a multimedia campaign to allow Tunisian families to pay tribute to their mothers to build brand love.

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This case study describes how pizza brand Domino's used social media and in-store marketing to launch its Do-minis variant to put pizza onto Iftar tables during Ramadan in Saudi Arabia.

Case Study

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.

Case Study

This case study describes how global banking brand HSBC used Facebook and YouTube to target stay-at-home mums wanting to get back to work, to boost its brand in the United Arab Emirates.

Case Study

This case study describes how Chinese mobile brand Tecno used an innovative TV campaign to launch its C9 smartphone in Egypt, during Ramadan.

Case Study

This case study shows how the Spanish Christmas Lottery, a holiday lottery ticket, successfully increased its sales in Spain by developing a social media campaign where users could follow the everyday lives of its campaign ad's fictional characters.

Case Study

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.