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Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.

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.

Case Study

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign about gender inequality to raise brand awareness and sales in India.

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.

Case Study

This case study shows how The Heart Foundation, a heart disease organisation, successfully changed New Zealander's behaviours towards heart attacks using an effective TV ad campaign.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.

Case Study

This case study explains how Coca-Cola used social media to send a message against prejudice in the Middle East, during Ramadan.

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

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

Case Study

This case study describes how Aldi, the German discount supermarket, 'rewrote' the Australian Christmas rulebook by moving beyond the festive association and demonstrating that there was no such thing as a 'typical' Christmas.

Case Study

This case study details how Officeworks, an office supplies company, increased sales during the back to school period in the Australian market.

Case Study

This case study describes how Nutri-Grain, an iconic brand in Australia, was losing sales, becoming irrelevant; new thinking on teens revealed the need to 'fuel an unstoppable life'.

Case Study

This case study details how the New South Wales Rural Fire Service (NSW RFS) increased awareness of the risk of bushfires in Australia.

Case Study

This case study describes how Coca-Cola used the power of social media to send a message against prejudice in the Middle East.

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 describes how Fair & Lovely, a skin-lightening cosmetic product of Hindustan Unilever, an Indian consumer goods company, used branded content and an online platform to reignite the love of Indian women for the brand.

Case Study

This case study describes how Snickers Hong Kong rose from anonymity to fame by creating a platform to help Hong Kong residents call out public figures for their mistakes in a humorous way.

Case Study

This case study shows how Vodafone, a communication services brand, used an integrated digital campaign to position itself as an indispensable tool for businesses in India.

Case Study

This case study describes how New Zealand Police portrayed frontline policing as a possibility for under-represented parts of the community by communicating an attribute fundamental to good policing: care.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Case Study

This case study explains how Babybel, the snacking cheese, created a new brand character to engage children and teenagers in Europe.

Case Study

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