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Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Case Study

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

Case Study

In a declining market, Shinola, a US lifestyle brand specialising in watches and luxury goods, used a variety of media to inspire positivity and proactivity in the public, and thereby reinvigorate the brand.

Case Study

The National Association of Pensioners, a charitable organisation, launched They Would Stay Alive in Hungary, a health awareness campaign to communicate prevention of bacterial pneumonia in the elderly with vaccination.

Case Study

Estée Lauder Companies, a manufacturer and marketer of prestige skincare, makeup and fragrance, launched a campaign to celebrate the 25th anniversary of its breast cancer awareness campaign in North America.

Case Study

Tinder, a dating app, launched the #FundHerCause on International Women's Day, which saw Tinder donate $100 per tweet of the hashtag, alongside the name of a female-friendly non-profit organisation in the US.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Case Study

E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.

Article

'Conscious marketing' entails building a business with a higher purpose that can deliver both sustainability and profitability, something that footwear brand TOMS has achieved in a relatively short period.

Case Study

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.

Article

Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.

Case Study

One Feeds Two, a British charity, designed a simple smile logo to stand out on partners' packaging and raise awareness of its cause in the UK.

Case Study

Day One, the UK non-profit for trauma care, rebranded itself from Yorkshire Trauma Services to drive awareness across the country and increase funding.

Case Study

Changing its helicopter’s livery to reflect its mission rather than its sponsor helped London’s Air Ambulance, the UK charitable pre-hospital care organization, generate financial support.

Case Study

The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.

Article

Looks at how patients are getting better outcomes through the application of BE to guide and improve the decision-making of doctors and healthcare workers.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Case Study

The Salvation Army, an international charitable organisation, raised brand recognition and sales in the Czech Republic by creating a unique wrapping service using donated clothing.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

Communications services provider Maxis' digital retargeting campaign boosted awareness, participation and volunteer recruitment for its Kongsi home-building CSR initiative during Chinese New Year in Malaysia.

Case Study

Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

Case Study

Garuda Indonesia Airlines, a premium airline operating international and domestic flights in Indonesia, improved its ROI for social media, paid search and email marketing by improving targeting.

Case Study

The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.