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Opinion

Jem Fawcus from Firefish outlines why TV is such an effective channel for purpose-led campaigns, enabling brands to tap into audiences that are primed for strong emotion-led messaging.

Case Study

Beer brand Michelob used an influencer strategy to grow awareness and sales in Mexico.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Article

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

Case Study

Healthy snack brand Too Yumm launched a line of baked multigrain chips to increase share of market and of mind in India.

Case Study

Cereal brand Kellogg's Muesli used an app-based campaign in India to drive trial and gain top-of-mind status in the cereal category.

Case Study

Dabur Real, India's market leader in juices and nectars, found a new occasion for consumption, growing sales of its own brand and the category as a whole.

Case Study

Dabur Honey created a multimedia campaign to grow its brand by increasing consumption in an ancient category and making it relevant to modern Indians.

Case Study

Leading charity donor the Hong Kong Jockey Club used digital media to generate interest in its platform and promote health and fitness.

Research Paper

Nestlé, a transnational food and drink company, analyses the threat posed by challenger brands in India and shows their true impact while suggesting strategies that can work for brands.

Article

Unilever, a consumer goods company, forecast the future of its insights engine by answering a series of questions about how it conceives insights across Unilever as a whole.

Research Paper

The British Broadcasting Corporation (BBC) researched the emotional impact of content marketing and how that can be used as a campaign metric.

Research Paper

A global study revealed that, while consumers share their location data, most feel stressed or vulnerable when doing so. The findings also gave insights in how to appropriately address consumers’ privacy needs and concerns.

Case Study

Nestlé, a food and drinks company, revitalised the FITNESS cereal brand to support women on the journey towards their achievements, which successfully reversed a sales decline in Europe.

Article

Qantas is prioritising quality and relevancy across multiple platforms – magazine, online, social, video – in its quest to become Australia’s best content marketing brand.

Case Study

PureGym, a chain of fitness clubs, became market leader in the UK by reinventing its communication strategy to create a more targeted approach.

Case Study

Sunsilk Philippines, a haircare brand produced by consumer goods company Unilever, created videos surrounding three common New Years resolutions to encourage young girls in the Philippines to achieve their goals.

Case Study

The Hong Kong Jockey Club, a horse racing, sporting, betting brand and charity, used AI technology and location data to target consumers in China and encourage them to lead healthier lives.

Article

Luxury travel is a big segment covering a multitude of age groups, emotional types, and decision-making variations; here’s how travel company COMO worked to understand it.

Case Study

Nicotex, a nicotine gum, was able to establish its brand as an enabler for those who want to quit smoking in India via stories expressed through digital and mobile media.

Case Study

The Irish Defence Forces, the military of Ireland, launched a targeted social media campaign that saw it reach the highest ever percentage of female members since the first inductions in 1980.

Case Study

Star Plus, a general entertainment television channel, brought alive the story of the new show Ikyawann where the protagonist challenges the norms of society in India by redefining the female image.

Case Study

Nicotex, a nicotine gum, established its brand as an enabler for those who want to quit smoking in India via stories expressed through digital and mobile media.

Case Study

Quaker Oats, a food conglomerate, launched a 21-day fitness challenge to motivate Indian consumers to stick to their goals in order to make the brand relevant in their lives.

Article

Provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobbi Brown.