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Gunn Report

ALDI, the supermarket chain, accelerated its category growth in Australia by reversing the perception that its price-cutting reputation meant a compromise in product quality.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Article

China is leaping ahead in many aspects of tech-driven brand experience, but still lags behind in voice technology.

Case Study

Lincoln's Beard Brewing successfully created a brand narrative that increased revenues and resonated in the Miami craft beer market.

Article

To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.

Case Study

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Case Study

Telecoms company Saudi Telecom Company used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

News

SYDNEY: Millennials aren’t hitting traditional life milestones at the usual ages, and this means marketers need to rethink the concept of life-stage marketing, according to BuzzFeed and Publicis research.

Article

Millennials aren’t hitting traditional life milestones at the usual ages, and this means marketers need to rethink the concept of life-stage marketing, according to Buzzfeed and Publicis research.

Gunn Report

The confectionary brand, Skittles, used the US Super Bowl to reach the masses by showing an exclusive ad to just one teenage fan, the public could watch his reaction via a Facebook live stream on Super Bowl Sunday.

Case Study

Visit Faroe Islands, a tourism brand for the Faroe Islands, and Atlantic Airways, an airline company, attached cameras to sheep to create their own street view, 'sheep view', of the Faroe Islands.

Case Study

John Lewis, a department store, launched its Buster the Boxer Christmas ad in 2016 to create an emotional connection with the British public.

Case Study

The Socialistisk Folkeparti (SF), a Danish political party, increased voter registration by launching a viral campaign that mocked candidate Trump as the antithesis of its ideology.

Case Study

Heineken, a beer brand, encouraged sales and increased positive brand perception in Brazil by launching an experimental film that broke gender stereotypes in football with its sponsorship of the UEFA Champions League Final.

Case Study

Donate Life America, a non-profit organ and tissue donor registry, created a YouTube video to persuade millennial men to become organ donors in the US.

Case Study

Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.

Case Study

The Interreligious Council in Bosnia & Herzegovina, an organisation focused on decreasing religious prejudice and promoting inter-religious dialogue, launched a book that mirrored 10 important topics of the Bible and the Quran to successfully raise awareness for religious tolerance and doctrine similarities.

Case Study

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.

Case Study

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for this sort of care in India by launching a stand-up comedy show performed by terminally ill patients.

Case Study

Netflix, a television streaming service, launched unconventional Spanish lessons with the cast of its series Narcos, in order to promote its second season globally.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 US general election to get involved in the cultural conversation on social media, in order to increase brand sales in the US.

Case Study

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

Case Study

The Parisian Road Safety Authority, a road safety organisation in Paris, France, placed digital billboards at busy intersections that used the sound of a car braking to shock pedestrians when they tried to cross with the red man showing.

Case Study

Orange, a telco provider, developed a campaign based on retro gaming to raise awareness and take-up of its 4G network by Tunisian youth.