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Case Study

TNT, a mobile network, increased revenue with two social media videos by focusing on service in a price-led Philippines market.

Case Study

Credit card brand Mastercard used a digital, social media and mobile campaign to change the cash-centric culture in Vietnam.

Case Study

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.

Case Study

Indomie, an instant noodle brand in Indonesia, used a social media campaign to improve its brand attributes and launch a new product.

Case Study

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Case Study

The Singapore Tourism Board (STB) used humorous videos posted on social media to raise awareness of the need for travel insurance among Singaporeans.

News

HONG KONG/SYDNEY: The Economist, the UK weekly business magazine, places heavy emphasis on boosting circulation rather than advertising for its revenues, and as it seeks to increase its subscriber base, it now has Australia in its sights.

Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Case Study

Honda, a car brand, launched the Honda 'NSX' Supercar by creating 1600 films for each and every owner in the US.

Case Study

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Case Study

Kia, a car brand, used AI technology to produce a chatbot that provides its customers in the US with useful knowledge about its hybrid/electric vehicles.

Case Study

This case study looks at how McDonald's, the fast food chain, digitalised its Monopoly promotion without losing the excitement of the 'peel to reveal' mechanic, in Australia and New Zealand.

Article

This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

Case Study

This campaign shows how Challenger, a financial company, motivated an uninterested retiree audience to pay attention and invest in annuities in Australia with its 'Challenger's Lifestyle Expectancy' campaign.

Case Study

This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.

Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Article

This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising.

Research Paper

Using a web survey experiment, this study examines measurement comparability between two radio button questions (fully labelled and endpoint labelled) with slider questions.

Article

This article looks at the problems that have come with the growth of digital word of mouth through social media.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Case Study

This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.