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Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

Hostelworld, a hostel-focused online booking platform, changed the perception of hostels among young travellers by launching branded video content in the UK that documented celebrities staying in hostels.

Case Study

Canon, the photography brand, used social media to reconnect with consumers and increase sales in Europe.

Case Study

Media company Viacom18 launched campaign Sunday is Her Holiday to raise awareness of and respond to the selflessness of women's efforts for the home and family in India.

Case Study

Lebanese TV station Murr Television, known as 'The People’s Channel', used TV, radio and social media to address the problem of potholes on the country’s roads and try to shame the government into doing something about them.

Case Study

East Village E20, a property development in East London, launched a wine and cheese festival to drive footfall to the property and find new tenants.

Case Study

M&M's Caramel, a chocolate and sweets brand, launched a campaign with the 2017 MTV Movie and TV Awards in the US and Canada to raise awareness around the unveiling of M&M's Caramel.

Case Study

Cartoon Network, a cable and satellite television channel, increased local relevance in the African market by introducing South African singer, Toya Delazy, as the fourth PowerPuff Girl.

Case Study

Heineken, a premium beer brand, reached out to Nigerian consumers who had turned to more affordable beer brands by creating a video series with American rapper Jidenna.

Case Study

Instinctif Partners, an international business communications consultancy, launched a campaign in South Africa to shape a new narrative around female MCs.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Case Study

Condom brand Durex launched a celebrity-driven campaign to challenge cultural taboos in India.

Article

Global strategies, campaign updates and trends in the hot drinks category.

Article

The Coca-Cola Company, home to some of India’s most loved beverage brands including Thums Up and Maaza, pivoted toward content marketing in an effort to tell better brand stories.

Research Paper

Teenopedia is a source of information on the lives of teens from all angles, providing a single destination on how to reach out to them.

Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Case Study

Always, the feminine hygiene brand, increased brand equity in Israel by helping teen girls stand up to social shaming.

Case Study

Ice cream brand Cornetto connected with Indian teenagers during the Durga Puja festival to increase brand equity and sales.

Article

Examines the changes in journalistic practice over the last five years, specifically in response to technology and the evolution of social media, and the lessons for qualitative researchers.

Research Paper

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

Article

Explains how social media can be used effectively to support experiential executions and provides six key tips that marketers need to employ to see results.

Case Study

Mirinda, a soft drinks brand owned by PepsiCo, strengthened its connection to Indian teens with an online video that helped them talk about stress and depression.

Case Study

Cornetto, the ice-cream brand, used social media and video to target young people in India.