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Article

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

Case Study

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

News

NEW DELHI: Nestle India is turning to product packaging as a key channel in its content marketing strategy, a senior executive at the company has revealed.

Article

This article illustrates how Nestlé, one of India's biggest FMCG brands, used product packaging to generate online conversations as part of its content marketing strategy.

Article

This article discusses brand love in the digital age, arguing that although most people do not 'love' brands, driving brand affinity in marketing is still a crucial element in forming long-term relationships.

Article

This article explains how marketers can harness the power of Instagram and user-generated visual content to create value for their brands.

Research Paper

This paper outlines the 'Digital Forensics' methodology of the research firm, Flamingo, which seeks to extract consumer insights out of brand data and, in this instance, use it to inform a client's merger and acquisition strategy.

News

LONDON: The most effective social campaigns are using these platforms as broadcast channels to distribute brand-generated content, according to a new Warc report.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Case Study

This case study describes how Honda, the automaker, engaged Australians by inviting them to critique its Odyssey people-mover; this reinvigorated the model and rebuilt trust in Honda.

Opinion

With a world of information and entertainment at our fingertips, expectations of immediacy are higher than ever – but so too is the desire to connect with others.

Case Study

This case study demonstrates how 100PLUS, Singapore's No 1 isotonic sports drink and an official partner for the Southeast Asian Games 2015, established the brand's association with this major event, building brand equity and driving sales at the same time.

Case Study

This case study illustrates how Jose Cuervo, a tequila brand, launched a video content based campaign to engage with a wider US audience during the Cinco de Mayo celebrations.

Research Paper

The purpose of the current study was to develop a scale to measure the consumer's engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, "Consumer's Online Brand-Related Activities" (Muntinga, Moorman, and Smit, 2011).

News

LONDON: Originality is far more important to the overall success of a social media campaign than other factors like utility and incentives, according to a new Warc report.

Article

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Article

This is the summary version of Warc's Seriously Social 2015 report, which analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Case Study

This case study describes how Philips India Ltd, a technology company, created a live marketing exercise amongst student marketeers to launch its Pro Skin Advance Trimmer.

Case Study

This case study describes how Philips, a technology company, increased brand awareness among a younger Indian audience using a Peer-to-Peer marketing contest strategy.

Case Study

This case study describes how Honda launched its Odyssey car model in Australia by soliciting honest reviews from ordinary people.

Case Study

This case study describes how the Haven Night Shelter on Napier in South Africa attracted positive media attention to drive regular donations of clothing for the homeless to its pop-up Street Store.

Article

This article explores the relationship between big data and creative thinking, and argues that when used well data can add to the creative process, but used badly it stifles creativity.

Case Study

This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke.

Article

This article provides marketers with information and guidance on setting marketing budgets.

Article

This article provides marketers with information and guidance on building brands.