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Key reading


How influence works

Using data from Keller Fay, this piece explains what makes an influencer, how to find an influencer and how it identifies what it calls Conversation Catalysts. The article also argues that it is a mistake for the marketing community to be blinded by social media as a surefire way to identify influencers.

The opportunity in community

This article discusses the changing nature of communities, and how brands can become part of them.

Personalised targeting: Don't get personal, get social

This paper argues that social targeting of influencers, is the way forward for digital marketing.

Influencers trump consumer research for Beats by Dre

Why the Apple-owned electronics brand favours working with influencers over traditional research.

Herd-like copying is how brands spread

This article argues that humans are social animals, and learn and adapt by copying others.

Latest case studies

Australian Institute of Management (AIM): Inspiring Australians to realise their power

This case study shows how the Australian Institute of Management (AIM) increased its revenues with a small marketing budget by getting more Australians to take AIM courses and more organisations to outsource learning and development to AIM.

Shell Lego: Created by Us, built by You

This case study shows how Shell V-Power, a global premium fuel brand, increased market penetration and consumer preference by offering exclusive LEGO Ferrari model sets with fuel purchase.

Lexus: Vehicle recognition digital billboards

This case study describes how Lexus built awareness of the new Lexus NX vehicle in Australia by using targeted interactive media.

Olay: Stepchanging digital to drive purchase intent with search and consumer ratings & reviews

This case study shows how Olay, the skin care brand, included digital search and content generation into its previously traditional media campaigns, to grow brand awareness and purchase intent in Thailand.

Latest articles

How we became curators of cool: What the Tumblr generation can teach us about doing research

This paper explores the research method of Connectivity as a way to empower brands to better understand and engage consumers, by using the 'Tumblr generation' as a target group example.

Know the audience: Brand followers

This article reveals findings from global research into people who follow brands on social media.

Identifying social media's global brand promoters

This presentation identifies what makes a true brand advocate, based on the findings from a survey across 11 countries.

Emojis spread Dell's back-to-school message

This event report shows how Dell, the technology group, employed emojis to support a back-to-school marketing campaign.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200