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Topic For the latest on content marketing

Article

The Beano, a beloved children's comic with an 80-year heritage is changing with the digital age, uncovering insights from the youngest generation.

Case Study

Aldi, a global discount supermarket chain, enjoyed fantastic growth with its ‘Kevin the Carrot’ Christmas campaign in the UK and Ireland, reducing previous Christmas shortfalls.

Case Study

Hornbach, a German DIY retailer, launched its brand in the world of e-commerce by creating DIY tutorials to reach younger audiences across Austria, the Czech Republic, Germany, the Netherlands and Switzerland.

Case Study

This case study looks at how Knorr, a food brand, remade an old brand for a new generation in France and the UK by combining flavor preferences with dating.

Case Study

The Danish Socialist Party (SF), a Danish political party, reversed its decreasing memberships by using Donald Trump as the focus for its campaign to relate to millennials and show adversity to right-wing populism in Denmark, Spain and the UK.

Case Study

Icelandair, an Icelandic airline, created the Icelandair Stopover Buddy service to convince travellers across Europe to fly with its airline, despite big challenges.

Case Study

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Case Study

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

Case Study

Tim Weaver, an English author, was successfully turned into a brand name by creating a podcast that investigated both sides of a missing person's investigation to coincide with his mystery books.

News

LONDON: UK tabloid newspaper The Sun believes that Facebook has redefined the way in which content discovery is accepted and that publishers have little choice but to adapt accordingly.

Article

News publishers around the world are having to come to terms with novel distribution methods and the demands made by social media and Facebook in particular.

Article

This article considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

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 details how Elevit, a prenatal multivitamin supplement, introduced 'The First Hello' campaign in China to deliver relevant, tailored ads and branded content to a hard-to-find audience.

Case Study

This case study explains how Ariel, a detergent brand, celebrated ordinary women in South Africa by partnering with gospel singer Rebecca Malope to launch a call to action at her concert.

Case Study

This case study explains how Warner Bros, an American entertainment company, partnered with CNN to advertise the film 'Sully' by reminding the audience of the unprecedented feat of the successful water landing.

Article

This article explains how IKEA's brand purpose remains relevant and embraces change in the business of home furnishings.

Article

This article provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

Case Study

This case study describes how Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Case Study

This case study describes how mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

This case study explains how pre-natal multivitamin brand Elevit increased sales to expectant parents with emotional video content and targeted digital ads.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

News

GLOBAL: Campaigns for KFC Malaysia, Knorr, MS Limited Australia and Lockheed Martin have been awarded Golds for the Effective Content Strategy category in the 2017 WARC Awards which recognise next-generation marketing effectiveness.

Case Study

This case study explains how Dare, an Australian iced coffee brand, outperformed its competitors by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.
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