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Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Case Study

Bajaj Almond Drops, the leading brand in the hair oil market in India, decided to gain market share by setting a new Guinness World Record, which would demonstrate the importance of the traditional habit of hair oiling engagingly and interestingly.

Article

McDonald’s, the restaurant chain, has doubled down on multicultural marketing as seeks to be more nimble in this area.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

News

Copa Airlines, Panama’s national airline, effectively leveraged its connection with soccer in order to build more powerful bonds with consumers.

Case Study

KFC, the fast-food brand, used a partnership with a video game to increase sales in China.

Case Study

Mouthwash brand Listerine partnered with TV programme The Voice to reach audiences across Latin America.

Case Study

Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

Article

Copa Airlines, Panama’s national air carrier, built consumer engagement through its connection with the country’s soccer team.

Case Study

Automobile brand Kia created a live immersive experience, supported by digital, social and search, to raise awareness and drives sales of its Cadenza model in the US.

Case Study

Volvo, the car brand, used livestreams and VR around a solar eclipse to showcase its new XC60 model in the US.

Case Study

American non-profit organisation, the National Safety Council, raised awareness of prescription opioid overdose in the US with an innovative live experience, supported by a multimedia campaign.

Case Study

Gillette deodorant used a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel.

Case Study

Safety razor brand Gillette Guard Razor drove sales in under-performing states in India through an educational approach.

Case Study

Iron supplement brand Sangobion Iron+ used online music video, OOH and online ads to persuade people to have blood tests to detect anaemia in the Philippines.

Case Study

Non-profit organisation The Women’s Foundation created a fake plastic surgery clinic to spark social media buzz and challenge gender stereotypes in the workplace and the media in Hong Kong.

Case Study

B-vitamin supplement brand Neurobion used an experiential campaign to increase market share in the Philippines.

Case Study

Cathay Pacific, the airline, needed to promote three new European routes to people in Hong Kong.

Case Study

Saigon Special, a beer brand, created a beach festival to improve brand experience in Vietnam.

Case Study

Coca-Cola, the carbonated soft drink brand, reaffirmed its position as the favourite drink to go with food by starting a food festival in Vietnam.

Case Study

Edeka, a German supermarket chain, triggered a huge, international press echo, engagement and awareness when it removed all the non-German products from a supermarket to demonstrate the loss when national diversity is missing.

Case Study

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

Case Study

Mexico successfully promoted The Dual Year Germany-Mexico 2016-2017, an event to promote unity between the two nations, through a year-long campaign that involved branding and corporate image, public relations and social networks strategies.