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Article

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.

News

SINGAPORE: Consumers have different purchase journeys depending on the temperature, according to research; and not just when it comes to purchasing cold drinks.

Article

This article investigates the impact of temperature on consumer purchase behaviours, and the link between warmer weather and an increased reliance on 'social proof'.

News

WASHINGTON DC: American consumers who plan to celebrate St Patrick's Day on 17th March are expected to spend a record $5.3bn this year, according to a new industry report.

News

BEIJING: With Chinese New Year a week away, poultry-themed items are in abundance to celebrate the upcoming Year of the Rooster, but Western luxury brands hoping to tap into the annual holiday gifting bonanza need to tread carefully.

News

SHANGHAI: Brands such as Alipay are taking age-old Chinese New Year traditions and applying modern technology bringing them to consumers with a modern technology twist for 2017 celebrations.

Article

This article shares how some of the world's biggest brands are embracing Chinese New Year in 2017, with augmented reality, traditional culture on-demand, live video and seasonal product lines headlining.

Article

This article asks whether Singles' Day, China's e-marketing event offering steep discounts to consumers, is good for brands.

Article

This article suggests that in order to turn consumers into vocal advocates, brands need to enable moments, rather than trying to become 'the moment', allowing consumers to create their own stories.

Article

This article looks at the changing nature of Indian festivals, which are increasingly absorbing global influences in line with other areas of Indian society.

Article

This event report describes a Mother's Day campaign from 1-800-Flowers which used emojis to engage consumers and encourage purchase.

Case Study

This case study describes how US shoe store Foot Locker shone in the booming basketball shoe market.

Case Study

This case study describes how Procter & Gamble in the USA increased awareness and sales of its Crest and Oral-B toothpaste brands.

Case Study

This case study describes how greeting card company American Greetings drove traffic to its Cardstore.com website to promote sales for Mother's Day.

Case Study

This case study explains how Alcon, an eyecare company, increased awareness of its products in the US with a social media campaign.

Article

This event report demonstrates how Office Depot has utilised augmented reality to differentiate itself during the back-to-school season, an intensely competitive period on the retail calendar.

Case Study

This case study describes a Father's Day campaign in the US by Dove Men+Care, the personal care brand, which celebrated modern day dads and caring moments.

Article

This article assesses the impact of programmatic buying on Black Friday 2014, finding that it increased ROI.

Case Study

Ivanhoe Cambridge wanted to take advantage of the growing interest in Black Friday sales in Canada but was aware that a lot of negative press surrounded the event.

Case Study

This case study explains how Kellogg's Rice Krispies Squares (RKS) capitalised on Halloween celebrations in Ireland by creating a memorable brand experience that would engage its target market of 16 to 24-year-old "Kidults".

Article

This event report shows how Samsung, the electronics manufacturer, cut through the marketing noise surrounding Black Friday using market research.

Article

This event report demonstrates how Crest, Procter & Gamble's oral-care brand, defied category conventions to create a Halloween sensation.

Case Study

This case study explains how Microsoft increased awareness of the new Xbox One games consol in the US with a zombie-themed game.

Case Study

This case study describes how child sponsorship charity World Vision Canada relaunched its Back to School appeal to improve fundraising results.

Case Study

This case study describes a Mother's Day campaign by American Greetings, the greetings card company, which used an online video talking about the 'hardest job in the world' to build appreciation for mothers.