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News

SYDNEY: Trust is crucial when using social media influencers, but advertisers continue to be tripped up by influencers’ previous activity and now face new challenges with the rise of computer-generated influencers .

Article

Estée Lauder, the beauty company, partnered with Google on a voice-led marketing program for its Advanced Night Repair anti-aging product.

Article

Circles.Life, a telco challenger brand in Singapore, has put PR, out-of-home and viral stunts at the heart of its brand marketing.

Article

QVC, the shopping network, has enhanced its digital activities in various ways as it reflects changing habits and new opportunities for its brand.

News

SHANGHAI: Chinese people are significantly more invested in their online identities than their Western counterparts, which offers brands more opportunities to connect with increasingly savvy consumers, according to an expert in Chinese consumer ...

Article

Hilton, the hotels group, has successfully established social-media guidelines and practices that can bring consistency across its many brands and properties.

News

LONDON: A smart sweat-tracking T-shirt designed to help the deodorant R&D team at Nivea has had a wider impact across the organisation, including on marketing, according to a Beiersdorf executive.

News

LONDON: A majority of young people in the UK think they have influence on their peers but few regard themselves as influencers on social media and many reject the ‘influencer’ label, new research shows.

Article

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Opinion

Following major moments of scrutiny on a brand, any reaction must have a broad reach and gravitas. Newsworks’ Liz Jaques explores how brands like KFC, Tesco, Oxfam, and – notably – Facebook have done this.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Opinion

Social media has changed dramatically from the last decade. DDB Latina's Juan Isaza examines the shift in how we use social.

Article

Sunovion, the pharma company, has enjoyed success on social media through following a strategy that begins with “patient leaders”.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Article

Rebecca Minkoff, the fashion brand, has successfully leveraged the power of digital media to build its brand.

News

NEW DELHI: Vicks, an American brand of over-the-counter medications, took the Platinum SABRE for Best in Show at the 2018 South Asia SABRE Awards.

Opinion

Kristen Fox – Director, Social Media & Digital Analytics, CP+B, judged the Effective Social Strategy category at this year’s WARC Awards.

Case Study

The AIDS healthcare foundation (AHF), a global nonprofit provider of HIV prevention services, launched a campaign in India to promote its Free Condom Store by producing a social experiment video.

Case Study

Godrej Security Solutions, a total locking solutions provider, increased awareness of the important of home safety by creating a campaign featuring convicted thieves who showed how easy a break-in can be.

Case Study

Mumbai Metro Rail Corporation Limited (MMRCL), a rapid transit system serving the city of Mumbai, launched an integrated communications campaign to regain control of the narrative surrounding its new railway line.

Case Study

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

Case Study

Vicks, an American brand of over-the-counter medications, redefined family in modern times through a digital film: #TouchOfCare.

Case Study

Star World, an Asian English language television channel, launched an influencer campaign that encouraged Indian television consumers to tune in to Game of Thrones.