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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

Global strategies, campaign updates and trends in the use of online video.

Article

This article considers the relationship of semiotics to science. A history of semiotics is provided.

Research Paper

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

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.

Case Study

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

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Case Study

Livon, a hair-care brand, used a TV ad and digital media campaign to connect with young people in India and increase sales.

Case Study

Star Bharat, a Hindi language Indian television channel, re-launched with the aim of becoming the leading channel in its category.

Case Study

Whisper, a feminine hygiene brand, increased sales among women in India by increasing adoption of pads, particularly in more rural areas.

Case Study

Carlsberg-owned Connor’s Stout Porter used a multichannel approach to try to challenge Guinness’s dominance in the Malaysian market.

Case Study

Clear, a shampoo brand, used innovative haptic technology for an interactive mobile experience to reach Vietnamese millennials.

Case Study

Comfort, a brand of fabric softener, launched the Comfort Fashion House in Vietnam, which brought users' design ideas to life.

Case Study

Godiva, a Belgian chocolate manufacturer, communicated with its audiences in the UK and the US via a single campaign that 'democratise luxury' from boutiques to mainstream luxury shopping aisles.

Case Study

L'Oréal, a cosmetics brand, used a dancing competition to connect to its target audience and promote its hair dye in China.

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.

Article

Swedish Fish, the confectionery brand owned by Mondelez International, successfully engaged with consumers through a sponsorship tie-up with aquariums.

Case Study

Listerine, a mouthwash brand, increased its market share and changed perceptions of its brand across APAC by launching an experiential event that showed how Listerine can help you live bolder.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Case Study

Aldi, a value supermarket, was able to increase quality perceptions during its Christmas campaign by tapping into the needs of Australian households.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.