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Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE by likening pills to candy.

Case Study

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

Case Study

This case study shows how Murr Television (MTV), a Lebanese media channel, devised an emotional cross-channel campaign to increase breast cancer awareness and brand affinity.

Article

This report offers a global outlook for the apparel and footwear market, examining the performance of its various categories comparatively, against other consumer industries and across regions and markets.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study explains how animal advocacy charity WildAid united elephant NGOs and people around the world to persuade the UN to ban the ivory trade in a campaign driven by content and social media.

Case Study

This case study shows how Pedigree, a dog products brand, promoted its social platform and increased brand equity in Russia by focusing on the social misconception towards people with Down Syndrome.

Case Study

This case study shows how Reprieve/FFR, a human rights organisation, drove change regarding drone strikes on Pakistan, using a viral campaign that gave a face to its innocent victims.

Case Study

This case study shows how AT&T, a telecommunications brand, increased awareness for distracted driving using a shocking campaign film in the US.

Case Study

This case study explains how QQ, a Chinese instant messaging service, improved its brand image and signed up new users with a scheme to help find missing children.

Case Study

This case study explains how Sakker El Dekkene (Stop the Shop), a Lebanese NGO, used a stunt to encourage people to report corruption.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study shows how Bou Khalil, a supermarket chain, successfully increased brand awareness by creating a platform that allowed Lebanese people to help child beggars.

Case Study

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.

Case Study

This case study shows how WildAid, an environmental organisation, created a global movement to end ivory trade by mobilising different wildlife groups worldwide.

Case Study

This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE using a humorous campaign that likened pills to candy.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

Case Study

This case study shows how SURF, a Rwandan Survivors' Fund charity, was able to increase sales and brand awareness through a highly targeted and data-optimised pro-bono campaign in the UK.

Case Study

This case study shows how WildAid, a wildlife NGO, decisively changed the fate of the global ivory trade through a large-scale social media campaign.