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Topic Key reading on creating ads based on humour, emotion, celebrity and more

Case Study

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

Case Study

Huawei, a telecommunications brand, relaunched its brand in Europe with its ‘#BePresent’ Christmas campaign that built an emotional connection with its target audience.

Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Case Study

WildAid, an NGO, spread the message about the damaging effects of the Ivory trade by uniting the world’s elephant NGOs through a global, virtual campaign ‘#JoinTheHerd’.

Case Study

SodaStream, an Israeli drinks company, promoted its environmental message about plastic bottle pollution through a humorous online video campaign, ‘The Shame of Glory’, in Europe.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Case Study

Project Literacy, a literacy CSR programme, created a powerful campaign that increased awareness and engagement in the UK towards ending illiteracy.

Case Study

This case study explains how Beats, a headphone brand, used a cast of global sporting heroes acting as brand ambassadors to enable the brand's 'Be Heard' banner to resonate with sports and music fans globally.

Case Study

This case study explains how Maybelline New York, a cosmetics brand, launched its new lipstick in China with a livestream on the leading mobile purchase platform, Taobao.

Case Study

This case study explains how Maybelline New York, a cosmetics brand, used Hong Kong actor William Chan to promote the Color Sensational lipstick range in China.

Case Study

This case study explains how Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

This case study describes how Premier Futsal, a new football league, was launched in India with an integrated media campaign featuring celebrities.

Research Paper

This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.

Case Study

This case study describes how ITC's Savlon used TV to reposition itself from underdog to serious title contender in the race to become India's leading health and hygiene player.

Case Study

This case study describes how make-up brand Maybelline used Facebook, and its audience's obsession with Snapchat selfies, to launch its Dream Velvet foundation in Singapore.

Article

This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Case Study

This case study describes how soft drink brand Pepsi used footballer Mo Salah in a TV and digital campaign to change its brand message and relaunch a SKU in Egypt.

Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Article

This article outlines how SK-II, a premium skincare brand, used social listening to segment its target consumers and create compelling video and social media content as part of its #changedestiny campaign.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Case Study

This case study shows how GariGari-Kun, a popsicle brand, released an apologetic ad in order to scale back the possible negative sentiment Japanese fans could have towards a ten cent increase in price.

Case Study

This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.
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