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Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Article

Looks at the main elements for a successful digital brand campaign.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

News

BEIJING: Consumer trends in China are set to be shaped by a unique combination of the old and the new and the particular circumstances of society, according to new research.

Case Study

Procter & Gamble created a Super Bowl TV and social media campaign in 2017 to mesh seamlessly with live game commentary and convince viewers to buy Tide detergent.

Opinion

Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Case Study

Clear Men, a shampoo brand, connected with men aged 20-39 in Taiwan and increased sales with a social media campaign centred around baseball.

Case Study

Online retailer Amazon leveraged its sponsorship of Tokyo Fashion Week to build its fashion credentials among millennial women in metropolitan areas in Japan.

Case Study

KFC, the fast-food chain, used two music videos with a message that resonated with its Thai Generation Y target and its own brand essence to improve its brand scores.

Case Study

Clean & Clear Morning Energy, a facewash, reversed a decline in sales in India with a TV ad, online video content, radio and social media.

Case Study

Chocolate brand KitKat used its packaging and a social activation to achieve unprecedented sales around Valentine's Day in Thailand.

Case Study

The launch of Movies Now 2, a new English language subscription movie channel in India, using a distinctive voice in print, social media and YouTube ads.

Case Study

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Case Study

Car manufacturer Jaguar Land Rover used TV branded content, digital and social media to launch its XE model in India.

Case Study

Watch brand Titan used a multimedia strategy to launch its smartwatch in India.

Case Study

Hindustan Times, the Indian newspaper, continued its mission to educate under-privileged children by focussing on building well-rounded personalities.

Case Study

Snack brand Lay's used a multichannel campaign based on a packaging promotion to increase sales in Pakistan.

Case Study

Online brand Amazon used a multichannel campaign based around the sibling festival of Rakshabandhan to grow its customer base in North India.