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Middle-class consumers

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Case Study

TRESemmé, a premium hair-care brand under the Unilever portfolio, achieved unprecedented growth in the Philippines by creating a digital ecosystem linked to the Runway Ready event.

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Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

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Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

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Online brand Amazon used a multichannel campaign based around the sibling festival of Rakshabandhan to grow its customer base in North India.

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Garuda Indonesia Airlines, a premium airline operating international and domestic flights in Indonesia, improved its ROI for social media, paid search and email marketing by improving targeting.

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This case shows how Sixt, a UK car rental company, increased its market share and consideration by appealing to every driver's smugness.

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John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

News

NEW YORK: America’s affluent millennials are still interested in owning their own cars in the near future, yet are changing in the long term, as close to half see themselves not owning a car at all.

Case Study

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

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This case study explains how coffee brand Jacobs used a pop-up cafe in Moscow, Russia, to build awareness and loyalty among people aged 20-45.

News

BEIJING: China's middle class is younger than that of other countries, with most relying exclusively on salaries generated in a few key sectors, according to new research.

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This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

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This case study describes how Wilson Browne solicitors, specialising in private client and commercial law, rebranded itself in the United Kingdom having left a national umbrella network.

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This case study describes how Kabuto noodles, a UK noodle brand, launched itself with a clean design language that recalled the 'fresh sophistication' of restaurants like Wagamama into a category dominated by cheap, jokey brands.

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This case study details how Sopharma Trading, a pharmaceutical company, successfully trialled a retail pharmacy outlet under the new brand SOpharmacy in Bulgaria.

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This case study describes how Leon's, a furniture retailer, utilised the local phenomenon of Moving Day in Quebec, Canada, to increase store traffic and sales.

News

LONDON: UK retail sales fell by 0.3% in January compared with the previous month, which was well below market expectations of sales growth of 0.9%, according to official figures released on Friday.

News

BEIJING: China's smaller cities will be the main engines of growth in the future, as government polices seek to tackle the problems of urban density in top tier cities, analysts have said.

News

HO CHI MINH CITY: While several SE Asian markets face gloomier prospects in 2017, Vietnam's booming mobile connectivity, space for new brands and increasingly international outlook could see it become a star market in the year ahead.

Article

This article considers the hype attached to the belief that Millennials are unlike any other generation, and finds that the majority of the cohort are much like older compatriots - unless they are affluent.

Case Study

This case study describes a campaign by the charity WaterAid in the UK which asked people to donate the £1 they had already spent in changing room lockers.

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This case study details how Kuoni, a luxury holidays company, promoted Indian Ocean holidays through photo editorials focusing on how sand differentiated the various destinations.

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This case study details how Mondelez International, a large food company, built its Barni biscuit brand in Central and Eastern Europe.

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This case study shows how Toyota, a car brand, used a high profile sponsorship in order to enhance its brand's premium value and engage with a more affluent audience group in the UK.

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This case study describes how United Arab Emirates banking brand Emirates NBD, created a fitness-related banking app to grow its business and its brand as an innovative bank that makes people's everyday lives more rewarding.