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Case Study

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

News

STAMFORD, CONN: Marketing budgets are falling as a proportion of company revenue, according to a new study which suggests CMOs will be faced with some hard choices in 2018 as a result.

Case Study

Ice cream brand Cornetto connected with Indian teenagers during the Durga Puja festival to increase brand equity and sales.

Case Study

Volvo, a Swedish automaker, capitalised on its reputation for safety by having car crash survivors act as sales agents at high traffic stands in shopping malls.

Research Paper

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

Case Study

Nescafé, the instant coffee brand, connected with young Indian adults by encouraging their aspirations and helping them through competitions and mentoring.

Case Study

GooDay, a DIY retailer in Japan, used a rap-style street battle with a rival to appeal to younger consumers.

Case Study

Premier Futsal, a new football league, was launched in India with an integrated media campaign featuring celebrities.

Case Study

PETA, the animal welfare charity, raised awareness of the leather trade in Thailand by using shock tactics that generated social and earned media coverage.

Case Study

Contact lens brand ACUVUE® used a three-phase multimedia campaign to target millennials in China.

Case Study

Hindustan Times, the Indian newspaper, continued its mission to educate under-privileged children by focussing on building well-rounded personalities.

Case Study

The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

Case Study

Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

Johnson's Baby, the baby care brand, turned around negative perceptions of its products in India with an influencer and social media campaign.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

Case Study

US toy manufacturer Radio Flyer raised awareness of its 100th birthday by opening a pop-up travel agency for kids.

Case Study

Icelandair, an Icelandic airline, created the Icelandair Stopover Buddy service to convince travellers across Europe to fly with its airline, despite big challenges.

Case Study

The Economist, the business magazine, optimised its face-to-face subscription sales in the UK by shocking people with PR activities based on the magazine's own articles.

Case Study

Creature of London, an advertising agency, transformed its brand from a creative agency to a creative company with 'Alice's Adventures Underground', in the UK.

News

SYDNEY: A fantastic brand experience is key to building brand awareness in Australia’s crowded automotive category, according to a senior marketer at Renault.

Case Study

AT&T, an American telecommunications conglomerate, attracted a young, tech-savvy audience by aligning its brand with Conan, a late-night American talk show, during its big week at Comic-Con.

Case Study

This case study details how Nike, the sportswear brand, launched NBA superstar Kevin Durant's new shoes, the KD9s, in China by inviting NBA2K (an online video game) players to compete for the chance to represent China against Kevin himself.

Case Study

This case study explains how KFC, the fast food chain, created the SoundBite Chart to engage millennials in South Africa.

Case Study

This case study explains how Braintree, a global payments platform, partnered with urban cycling programme Buzzbike to engage leaders of mobile and e-commerce companies with its 'Tour de Tech' campaign.