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Opinion

Influencer marketing “has democratised the advertising industry just like Uber did with travel”, according to Edward East, founder and CEO of influencer marketing agency Billion Dollar Boy.

News

SHANGHAI: Wealthy Chinese students studying abroad are an increasing focus for luxury brands, with label-loving students acting as key opinion leaders and personal shoppers in international Chinese communities.

News

NEW DELHI: The children’s TV genre in India is expected to grow at least in line with the wider TV market this year, despite a minority watching kids’ TV channels, according to industry figures.

News

GLOBAL: Campaigns from Mars, Nestlé Waters and GSK are among the 20 from around the world that have been shortlisted in the Effective Social Strategy category in the 2018 WARC Awards.

Case Study

JetBlue, the airline, used a social media campaign in the US to encourage more parents to take their families on holiday.

Case Study

The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding.

Case Study

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

Case Study

The Singapore Tourism Board, a government body, used humorous social media ads and nostalgia to increase awareness of the importance of travel insurance in Singapore.

Case Study

French mineral water brand Hépar increased sales by building a campaign around the phrases French families use to describe going to the toilet.

Case Study

Baby-care brand Pampers launched an integrated campaign to support Vietnamese mothers and challenge common parenting myths.

Case Study

Gas-X, an over-the-counter medication, changed its use of humour on social media to appeal to women in the US.

Article

Ford, the automaker, has effectively tapped virtual reality (VR) as a means of engaging consumers in new and powerful ways.

Case Study

Snickers', the confectionery brand, used social media and packaging to connect with young men and increase sales in Japan.

Case Study

The Geological Survey of Canada, a government agency, used Instagram to raise awareness of geology and its own 175th anniversary.

Case Study

JetBlue, the airline, used a humorous campaign on social media targeting office workers to increase vacation bookings in the US.

Case Study

Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.

Case Study

Condom brand Durex launched a celebrity-driven campaign to challenge cultural taboos in India.

Case Study

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.

Case Study

M&M's, the confectionery brand, used a humorous social media campaign and TV partnership to increase sales in Brazil.

News

PARIS: Clients face a series of challenges, ranging from pressure to cut costs, to brand trust, and that means holding companies must transform themselves “drastically”, the chairman and CEO of Publicis Groupe has warned.

Article

US mobile network Sprint wanted to understand the impact of its customer retention efforts not only on chosen targets but also on those targets’ contacts who were also Sprint users.

News

NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).

Article

With drivers seeing little to differentiate fuel retailers and being skeptical of loyalty schemes, Shell set out to make its Shell Drivers’ Club more relevant to members.

Article

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.