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Article

Social media is no longer just a marketer’s job, with the channel making a demonstrative business impact across any brand from sales to path-to-purchase.

News

SAN FRANCISCO: Google’s EU antitrust fine dents Alphabet earnings but still amazes investors, as the €4.3 billion penalty wiped 60% of the giant’s quarterly profits.

Opinion

What lessons did we learn from World Cup 2018 marketing strategies, and how can their influence be harnessed to deliver winning campaigns? TVSquared’s Marlene Grimm investigates.

Article

The results of a major series of eye-opening studies about targeted online marketing were recently published, with significant implications for advertisers.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Case Study

Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.

Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Case Study

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Case Study

HSBC, a banking brand, increased knowledge and awareness of the Belt and Road Initiative by launching a suite of communications, customer case studies and education programmes for its staff globally.

Case Study

Banking and financial services organisation HSBC found a way to cut through freshers' week noise and build an emotional connection with students in the UK.

Case Study

Car brand Volkswagen used online videos based on real-life customer queries to launch its Tiguan model in Russia.

Case Study

American Family Insurance, the insurance company, used emotional storytelling on social media to increase sales in the US.

Case Study

Canon, the photography brand, used social media to reconnect with consumers and increase sales in Europe.

Case Study

Big Brothers Big Sisters Tampa Bay (BBBSTB), a regional operation of a national, non-profit organization in the US, used an offbeat communication approach to raise awareness and encourage mentorship of in-need children.

Case Study

The Scottish Government launched a video campaign on YouTube to raise awareness of the illegality of Non-Consensual Sharing of Intimate Images among Scottish men.

Article

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

Article

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Case Study

Soft drink brand Fanta pranked the internet to engage with teens for a Halloween campaign which drove significant sales uplift across Western Europe.

Case Study

TV channel Sony Entertainment TV used Facebook and digital ads to recruit viewers to its new dance reality TV show in India.

News

GLOBAL: Mobile and associated opportunities around voice and image are driving growth in search advertising according to a new WARC report.

Article

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Case Study

PlayStation, a video gaming brand, launched the Play Everything campaign in Singapore to engage audiences.

Case Study

Audi, an automotive brand, increased the relevance of its ads, and traffic to its dealer sites in Germany, by creating a geo-targeted campaign that tailored ads based on the customer's journey.

Case Study

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to engage and reach young consumers.