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Article

Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.

Article

Examines the changes in journalistic practice over the last five years, specifically in response to technology and the evolution of social media, and the lessons for qualitative researchers.

Case Study

Tea brand Tata Tea increased its market share in India by encouraging activism to build top of mind awareness.

Case Study

Girl-focused educational NGO Project Nanhi Kali used a wedding invitation to raise awareness and spur donor action in India.

Article

This article provides insight on how brands in Asia can connect with ‘centennials’ (Gen Z) based on behavioural and demographic research from Kantar Futures.

Case Study

Amnesty International, a non-governmental organisation, transformed the refugee crisis from a global issue into a personal one for millions, by getting real refugees to respond to users on Twitter.

Case Study

This case study describes how WildAid, a US-based non-governmental environmental organisation, used marketing to successfully campaign against the global ivory trade.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Case Study

Laura Moser, a 39-year-old mom, turned her feelings of despair over the 2016 general election into ‘Daily Action’, a text messaging service that allows subscribers to act upon political issues in the US.

Case Study

PETA, an animal rights organisation, collaborated with Waterfall, a software brand, to create an integrated mobile marketing campaign in the US, which allows users to take direct action on videos they see on social media without needing to leave the app.

Case Study

This case study explains how Dove, a skincare brand, got involved in beauty and body empowerment conversations by creating an algorithm that detects sexist comments made about female athletes.

News

SYDNEY: A majority of Australians expect brands to take a stand on important issues, according to research which describes the shift in consumer mindset over the past decade as the ‘Unilever effect’.

Case Study

This case study shows how two junior agency executives from Host created the global social media campaign #redefinewomen to draw attention to outdated sexist definitions on Google Define with no budget or backing of any movement or brand.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

This article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Opinion

As more brands are engaging with LGBTQ messaging, a new report from Ebiquity reveals the state of play.

News

NEW YORK: Half of US millennials welcome CEO activism – as long as they agree with the opinions being expressed – and say this positively affects their purchase decisions, a new report says.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

Case Study

This case study explains how Subaru, the car company, helped American national parks end landfill with a documentary film, website and social media.

Case Study

This case study explains how MEDCOM, a TV channel in Panama, promoted a local news segment by focusing on potholes and social media.

Case Study

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Case Study

This case study shows how Badger and Winters, an advertising agency, successfully initiated change globally towards the non-objectification of women in advertising, by directly targeting the industry with powerful campaign films.

Case Study

This case study shows how WildAid, an environmental organisation, created a global movement to end ivory trade by mobilising different wildlife groups worldwide.