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Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV.

News

BEIJING: WeChat is a fundamental channel through which to reach Chinese consumers around the world and in real time, but some of the most luxurious global brands are yet to figure out a firm strategy.

Case Study

Australian Macadamia, an industry body, created a program to instill a sense of emotion and national pride in the macadamia industry.

Case Study

METRO, an international retail company, got 80% of employees in China following the WeChat Enterprise Account (WEA), which allowed them to receive information in real time, improved work efficiency and the quality of work life.

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Case Study

Nvidia, a computer game company, convinced Chinese gamers that its deal with Nintendo wouldn't compromise the quality of Nintendo games by holding a gaming livestream event with influencers.

Case Study

Hotels.com, a hotels booking website, increased brand awareness and share of voice in Thailand and Taiwan by launching a new pug mascot to engage with millennials.

Case Study

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Case Study

New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.

Case Study

Spray paint brand Nippon Pylox tapped into distinct specialist user communities to increase engagement and drive sales in Malaysia.

Case Study

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Case Study

Quick-service restaurant brand KFC used a collaboration with a ghost-hunting game to increase restaurant traffic and sales, by appealing to a young audience in China.

Case Study

Malaysian online marketplace mudah.my targeted Chinese Malaysians with a humorous social media campaign, filmed in their local dialect, to boost site listings during Chinese New Year.

Article

Reese’s, the candy brand owned by The Hershey Co., has taken a bold approach to innovation as a means of enhancing its position.

Article

Constellation, the energy company, has built a powerful business-to-business sponsorship program with the Professional Golfers’ Association of America (PGA).

Case Study

Gandour, Lebanon's leading food manufacturer, used a playful approach to introduce a new flavour for its iconic product and encourage consumer uptake.

Case Study

The Communications and Information Technology Commission of Saudi Arabia used a content-based approach to spread awareness of the online risks to children.

Opinion

This month, Warner Bros. is the brand which has achieved the highest uplift in its Ad Awareness in the UAE.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Article

China’s Gen Z will represent 40% of the country’s consumers by 2020 – but marketing to them requires a savvy digital and social media strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

Leggo's, an Italian cuisine brand, increased sales in Australia and established a clear lead over competitor, Dolmio with its character of an Italian-Australian Nonna.