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Article

Aflac, the insurance provider, has successfully boosted various core metrics through more tightly connecting its business and corporate social responsibility (CSR) efforts.

News

SINGAPORE: In a competitive package holiday market, Virgin Holidays has managed to increase digital engagement rates and upsell by overhauling its digital customer experience, according to a top executive.

Case Study

NetApp, a hybrid cloud data services company, optimized the digital footprint of its sales workforce in APAC to drive positive sales impact and greater online conversations.

Case Study

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

Case Study

PACE, the PET Packaging Association for a Clean Environment, encouraged people in India to support its PET bottle movement and the notion of recycling by personalising the issue through a video and digital campaign.

Case Study

Shell, an oil and gas company, increased its brand preference and share of voice in Malaysia by launching an emotion-tracking study to track how drivers feel during their journeys, in order to improve their experience.

Case Study

Canon Australia, a manufacturer of imaging and optical products, showcased its support of the professional photographer community and drove product knowledge and sales through its campaign with Eugene Tan.

Case Study

Microsoft, the technology company, increased awareness of the dangers of using false Microsoft products in Myanmar by launching an event with a fake influencer to show that a pirated version will never be as good as the real thing.

News

NEW YORK: QVC, the shopping network, is seeking to tap into “influencer commerce” as a powerful means of driving online sales.

Case Study

Ben & Jerry's, a manufacturer of ice cream, frozen yoghurt and sorbet, raised awareness of its support for marriage equality in Australia by banning the sale of two scoops of the same flavour ice cream across its stores.

Case Study

Foodpanda, Singapore's home-grown food delivery brand, increased orders in Singapore and promoted itself as a local brand by launching a set of initiatives to promote sustainability in Southeast Asia.

Case Study

Beverage company Tata Tea ran a social activism campaign focused on gender sensitivity and sports education to increase exposure and engagement.

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.

Article

Virgin Holidays, a UK-based travel brand, overhauled its digital customer experience to differentiate itself in a crowded category.

Opinion

Retail is changing and so are the formats through which to influence purchase. On Device Research’s Alistair Hill talks through some of his firm’s findings in this area.

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

This article looks at how marketers can utilise artificial intelligence (AI) in understanding the consumer journey.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

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

The Marketing Complex argues that the focus on the big idea and the audience is distracting brands from the approach they should be taking.

Article

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.