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Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study shows how car brand Tata Motors orchestrated a social media campaign that gathered millions of Indian followers without disclosing any details of its new car.

Article

This short report summarises the results for the automotive category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This event report outlines how Ford, the automaker, promoted its "Super Duty" truck through an expansive partnership with the National Football League (NFL).

Article

This event report looks at how Toyota, the automaker, used Twitter to engage consumers during the Daytona 500, the biggest event on the NASCAR racing calendar.

Article

This article explains how predictive metrics can identify the changing ideals that consumers expect from their car and its high-contribution values, allowing marketers to gain a head start in the race for brand engagement.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

Article

This article provides three tips for successful brand collaboration which helps find new and unexpected ways to please customers.

Opinion

An alarming number of celebrities passed away during 2016, with the loss of each hitting fans hard. December alone saw the loss of a music icon and movie legend: pop prince George Michael, and beloved Star Wars princess, Carrie Fisher along with her mother, Debbie Reynolds.

Case Study

This case study sets out how Chevrolet used a partnership with Manchester United, the football club, to create an online game which led to an increase in sales.

Case Study

This case study details how Tiger, a beer brand, integrated itself into the Dublin Fringe Festival in Ireland by commissioning sculptures that brought the brand to life and creating a memorable experience.

Case Study

This case study shows how Honda, a car brand, used a VR based campaign to increase brand awareness in the US.

News

NEW YORK: General Motors, the automaker, is looking to potentially supplement its existing marketing metrics with new measures of success developed alongside partners such as Facebook.

Article

This event report outlines how General Motors, the automaker, is currently approaching its marketing strategy.

News

SINGAPORE: Technologies such as augmented reality and live streaming on social media have the power to disrupt the traditional automotive path to purchase, according to a senior marketer at GM.

Article

This article details Nissan's sponsorship program of the 2016 Olympic Games in Rio de Janeiro, Brazil - a partnership which ultimately boosted a variety of key brand metrics, as well as driving sales.

Article

The article outlines how General Motors merged customer experience with technology in India, Thailand and Indonesia, including augmented reality, e-commerce and live streaming.

Article

This event report addresses how qualitative research helps General Motors, the auto manufacturer, develop new vehicles.

Article

This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.

Case Study

This case study describes how Chevrolet, the American automotive division of General Motors, launched a master brand strategy to overcome low opinion and consideration in the US.

Article

This article describes how marketers must work to create brand equity while always keeping in mind what is most important for CEOs.

Case Study

This case study describes how HCL Technologies, a global IT and engineering company, partnered with Manchester United Football Club to launch its digitalisation business and generate sales leads.

Article

This article argues that in the era of personalisation, marketing will need to learn to embrace multiplicity, as too much of current marketing theory is still rooted in the singular: an insight, a core proposition, a target audience.

News

NEW YORK: Despite a degree of risk associated with livestreaming, an increasing number of brand marketers are trying out live video platforms as a means of engagement because they believe their authenticity delivers results.

Article

This article focuses on the hardware, both large and small, that could ultimately change the everyday lives of consumers, from next-generation TV sets to smart fridges and self-flying drones.