Multinational Campaigns

Insights on cross-border marketing campaigns

Multinational Campaigns


Low Lai Chow, Event Reports, Asian Marketing Effectiveness & Strategy, June 2015

This event report looks at how biscuit brand Oreo adapted a North American campaign to the Chinese market.


Erwin Flores , Warc Prize for Social Strategy, Entrant, 2015

This case study explains how Cornetto, the ice cream brand, created a global campaign to target teenagers, and then adapted it locally to build relevance.


Julia Lee and Erwin Flores , Warc Prize for Social Strategy, Entrant, 2015

This case study describes how Magnum ice cream relaunched its core variants by exploiting the social buzz of the Cannes Film Festival.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers.


Thomas Aichner and Frank Jacob, International Journal of Market Research, Vol. 57, No. 2, 2015
This article aims to provide a model with which to measure the degree of corporate social media use or, in other words, the extent to which companies are exploiting the potentialities of single or multiple social media platforms. This is, however, explicitly different from using metrics to assess the success of social media activities, as it is purely measuring how intensively a pre-defined group of social media is utilised, taking into account the frequency of social media activity by the brand as well as the related user reactions.

ARF Ogilvy Awards, Gold, Household, 2015

This case study explains how Unilever uncovered a global truth to connect with mothers and promote its various washing detergent brands.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study describes how Dutch candle company Bolsius relaunched its Aromatics range and nearly trebled its sales in the three years following the repositioning.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study reveals how a redesign of decorative paint brand Dulux' Once range persuaded its largest retailer B&Q to give the brand its own space in 75% of stores.


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study describes how UK brewery Thwaites launched a new 'Crafty Dan' range to establish itself in a new craft beer market.

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