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Article

Hilton, the hotels group, has successfully established social-media guidelines and practices that can bring consistency across its many brands and properties.

Article

L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Opinion

Kristen Fox – Director, Social Media & Digital Analytics, CP+B, judged the Effective Social Strategy category at this year’s WARC Awards.

Case Study

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

Case Study

Airbnb, an online marketplace and hospitality service, launched a campaign to new members in India on home sharing, hospitality and quality standards.

Case Study

Danone, a multinational food-products corporation, increased awareness of the protein deficiency across India by launching multiple social media campaigns and a protein calculator to help people take the pledge of eating more protein.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

Case Study

ITC, an Indian stationery company, promoted its Classmate stationery brand by introducing an online shop where children could personalise their notebooks.

Case Study

GoPro, an action camera brand, made its brand relevant by launching an annual experiential trip for select media in India.

News

MUMBAI: Small businesses and start-ups have as good a chance at finding the right audience on Instagram as big brands do – as long as they have a good story to tell.

Case Study

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

Case Study

Sadia, a leading food brand, employed a social media strategy in the MENA region to convince women that they could cook less, waste less but feel just as generous during Ramadan.

Case Study

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Case Study

Telecoms company Saudi Telecom Company used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Case Study

Telco Saudi Telecom Company launched the Unveil Saudi campaign to strengthen the association with its claim to have the widest coverage across the Kingdom.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Case Study

Monoprix, a leading supermarket in Tunisia, used a multi-reality approach to boost the in-store experience and attract a younger generation of loyal shoppers.

Case Study

Emirates NBD, a young bank in Egypt, used a non-traditional campaign to launch the country's first fully-serviced youth banking product, and drive engagement and acquisitions.

Case Study

Byblos Bank targeted Lebanese expats with an integrated content campaign to promote its Expat Housing Loans.

Research Paper

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Case Study

John Lewis, a department store, launched its Buster the Boxer Christmas ad in 2016 to create an emotional connection with the British public.

Case Study

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.