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Key reading

Dawn duckling

How Procter & Gamble research validates emotional marketing

Research from Procter & Gamble on the impact of emotional advertising went on to inform some of the company's big ad campaigns. The research showed that ads yielding an emotional response were more likely to be successful.
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Why 'Dirt is Good' for profit and people

Why a Unilever detergent brand campaign is a good example of a brand maximising profit by doing good.

Mythbuster: The relevance of 'relevance'

Les Binet and Sarah Carter discuss the importance of ad relevance, using the example of paint brand Dulux.

Kimberly-Clark's programmatic strategy

This event report discusses how household brand owner Kimberly-Clark first explored programmatic ads.

Household & Domestic company profiles

Euromonitor data and analysis on the sector's major companies.

Latest case studies

Domestos Schools Campaign

This case study shows how Domestos, number 1 brand in toilet care in Romania, addressed the public issue of schools hygiene around Romania and pushed for a positive change for the children's benefit.

STABILO: Free Your True Colors

This case study describes how STABILO, a German manufacturer of writing instruments, wanted to raise its digital share of voice by targeting Millennials in 30 countries with an online creative drawing competition.

Narellan Pools: Diving into data for Narellan Pools

This case study shows how Australian swimming pool builder, Narellan Pools, accelerated business growth by using Big Data to target customers at the precise times they were most likely to buy a pool, with creative focused on the "first dive in moment", identified as a powerful motivator in buying.

Hindustan Unilever: Swachh Aadat Swachh Bharat

This case study describes how Hindustan Unilever used three of its brands, Lifebuoy, Domex and Pureit, to help people in India adopt three cleaner habits - washing hands with soap, using clean toilets and drinking purified water - using online video and mobile technology.

Latest articles

Procter & Gamble Co (Household & domestic - Tissue and hygiene)

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Focus on storytelling has happy ending for Georgia-Pacific

This event report addresses how Georgia-Pacific, the paper products manufacturer, has used storytelling to engage consumers.

How Persil reframed Dirt is Good for digital natives

This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

Makers revolutionize making! How to derive insights from subversive consumer practices

This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.

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