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Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Case Study

This case study details how Interac, a non-profit interbank network, increased transaction volume in the Canadian market through emotionally resonant communication.

Article

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.

Case Study

This case study explains how Promote Iceland, the country's tourist board, recruited ordinary Icelanders to answer prospective tourists' questions.

Case Study

This case study explains how UPS, the package delivery company, shifted its communications to focus on problem solving to appeal to small and medium sized businesses in the UK and Germany.

Case Study

This case study explores Double Robotics' news-grabbing stunt to launch robotics into the Australasian market, while bolstering their name in the US and UK.

News

GLOBAL: New analysis of the Warc case study database has shown that the average profit delivered by high-performing advertising is 1.8 times the advertising investment, or 180%, with even greater returns likely over the long term.

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.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Opinion

This year's North American Effie Awards bestowed its top prize to Moms Demand Action, the US pressure group for gun control, for its 'Groceries not guns' campaign.

Case Study

This case study explores how the Microsoft Surface Pro 3 positioned itself as a laptop in the US, challenging the category leader, Apple's MacBook Air.

Case Study

This case study describes how The Lincoln Motor Company, a division of the US-based Ford Motor Company that sells luxury vehicles, strived to attract a younger audience to its brand by tapping into the buzz around the Grammys event in the US.

Case Study

This case study explores how 1-800 Contacts, a contact lens retailer, pursued its 'Never Run Out of Contact Lenses' campaign, to recapture its losing share of the market in the US.

Case Study

This case study describes HP, the American multinational electronics company's 'Lips are Movin'' video creation, for music artist Meghan Trainor in the US, which was the first music video created entirely by social influencers.

Case Study

This case study explores how Pandora, the digital radio station, created live, FaceTime concerts to attract millennials in the United States and demonstrate how Pandora stood out from other music providers.

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.

Case Study

This case study describes how Shock Top, a beer created by Anheuser-Busch, became the fastest growing high-end beer in the Canadian market.

Case Study

This case study describes how Johnson & Johnson, an American multinational medical and pharmaceutical brand, regained relevance in the First Aid category in the US which was dominated by private label brands.

Case Study

This case study explores how Gillette, a personal care products brand owned by Procter & Gamble, launched its new Flexball razor and reconnected with apathetic millennial men in the US.

Case Study

This case study explores Dentyne's gum campaign, which focused on 25-45 year-olds in New York, with a slightly female skew, and aimed to reconnect with pop culture and emphasise Dentyne's benefit of providing fresh breath for consumers.

Case Study

This case study analyses how Southwest Airlines, a US airline and the world's largest low-cost carrier, developed a new brand identity in the US.

Case Study

This case study analyses how Bowlmor AMF, the largest ten-pin bowling operator in the world, met the challenges of bringing bowling back into popularity and connecting with a younger audience in the US.

Case Study

This case study explores how Guinness, an Irish dry stout owned by Diageo's brewing company, strengthened its position as a global brand through the creation of a global platform.

Case Study

This case study explores how Microsoft, an American multinational technology company, established itself as a trusted player in the Cloud Computing category in the US.