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Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Case Study

Adidas Originals, an adidas sub-brand devoted to streetwear, remade Frank Sinatra's My Way and made it the soundtrack to its online video to spread the message globally that original is never finished.

Case Study

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Case Study

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.

Case Study

White Night, a night light and entertainment show, used a tiered content strategy on social media to increase visitor numbers to the annual event in Melbourne, Australia.

Case Study

Car manufacturer Honda used neuroscience techniques to create an online content programme to increase online engagement with prospective Honda buyers, globally.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Case Study

Lebanese TV station Murr Television, known as 'The People’s Channel', used TV, radio and social media to address the problem of potholes on the country’s roads and try to shame the government into doing something about them.

Case Study

HBO Multicultural marketing, a premium cable and satellite television network, launched a campaign in the US to raise awareness of its documentary, The Music of Strangers: Yo-Yo Ma and the Silk Road Ensemble.

Case Study

OMO, a laundry brand owned by Unilever, increased its market share in China by showing millennial women many different life experiences in order to encourage them to forget the fear of getting dirty.

Research Paper

This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.

Article

Sports, fitness and wellness marketing is an increasing trend in China.

Opinion

Jeremy Bullmore, described by Campaign as “Adland’s greatest philosopher”, has contributed an essay to WPP’s Annual Report for more than a decade.

Case Study

Paint products company Nippon Paint Malaysia engaged communities and their influencers in a campaign to cement a niche among the highly competitive spray-paint category.

Case Study

Dating app Hinge used an online animated film to rebrand and relaunch itself as a paid model in the US.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Case Study

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

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Research Paper

Kantar Mexico, a market researcher, explains how, by using widely available datasets, a state-of-the-art neural model and business knowledge, high value can be extracted at low cost from visual data.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Case Study

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.