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Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Opinion

Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

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

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

Pampers, a brand of baby and toddler products marketed by P&G, increased its market share in Vietnam by launching Pampers Positive, which created social conversations between mothers about the parenting pressures and myths they face.

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Case Study

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

Kobo, an e-book company, increased its awareness in Taiwan by launching the Bookstore Therapy, which saw e-books answering the increasing concerns of Taiwanese people in a digital age.

Case Study

Temasek, an investment company, launched The Great Singapore Replay (TGSR) – a campaign that increased awareness of Temasek's community engagement by over 144% and helped re-write Singapore's music history.

Case Study

Huawei, a mainland Chinese global smartphone brand, had to fight an uphill battle to gain acceptance among increasingly anti-China Hong Kong consumers.

Case Study

Porsche, an automotive brand, promoted its company image among auto and technology professionals in China by deploying LinkedIn as its corporate communication vehicle through page redesign and engaging content.

Case Study

Paytm, India's leading digital wallet, used the disruptive demonetisation of two high-denomination bank notes as an opportunity to extend the digital payment system to undigitised members of the Indian economy.

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

Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.

Case Study

Diet brand Verena Sure circumvented strict government regulations by using its own digital and social media platforms to launch its over-the-counter product in Thailand.

Case Study

Filipino fast food brand Jollibee increased sales around Valentine's Day with a campaign for the broken-hearted.

Case Study

Fast-food restaurant chain McDonald's used a game on WeChat, TV and online video to show support for schoolchildren taking the Gaokao exam and build brand love in China.

Case Study

Oats brand Quaker used radio and social media to help update its image for millennials in the Philippines.

Case Study

Telecoms company Vodafone India grew awareness and positive sentiment through a social campaign in response to a rival's disruptive entrance to the market.

Case Study

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Case Study

Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.

Case Study

Malaysian online marketplace mudah.my targeted Chinese Malaysians with a humorous social media campaign, filmed in their local dialect, to boost site listings during Chinese New Year.