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Case Study

Babylon, a healthcare app, successfully launched its product by positioning itself as a reliable search engine for the UK's hypochondriacs.

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

Case Study

This case study describes how beauty brand L'Oréal conducted a very public content-led experiment to launch its Revitalift Laser X3 product in Australia.

Case Study

This case study shows how Office Depot OfficeMax, an office supplies and technology brand, used 'The Co-Worker Collection' campaign, in the US, to transform the tradition of office gifting by bringing in new customers.

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Case Study

This case study describes how Doritos, a brand of flavoured tortilla chips, advertised its limited ketchup flavour in Canada by associating with Valentine's Day.

Case Study

This case study explains how GE, the technology company, launched a new 'smart' light bulb in the US to recover its lighting sales performance.

Case Study

This case study explains how Ulster Bank increased sales of mortgage products by focusing on fairness to rebuild trust in the Republic of Ireland and Northern Ireland, UK.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Case Study

This case study shows how Lean Cuisine went against the grain of its category with a data-based social media campaign based on female empowerment in the US.

Case Study

This case study details how GE, the US electrical industry conglomerate, used a fictional celebrity to advertise its Link connected LED light bulb.

Case Study

This case study describes how the Manila Electric Company (Meralco) launched an ongoing, monthly multi-media campaign of advisory messages in order to build a relationship with its customers and counter negative publicity.

Article

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

Case Study

This case study explains how the Prince's Trust, the UK charity, challenged its traditional ways of working to embrace a disruptive content-led social-media campaign to engage unemployed young Britons with its Enterprise programme.

Case Study

This case study reveals how Boston Pizza generated awareness and increased sales for its previously unloved ribs offering in Canada.

Case Study

This case study demonstrates how Boston Pizza (BP), the Canadian quick service restaurant, targeted dads to stimulate growth again following the 2008 recession.

Case Study

This case study describes how US personal care company Kimberly-Clark marketed Depend Guard and Shield, its male incontinence products, using humour to build brand affinity and increase sales.

Case Study

This case study explains how Wyeth Materna, a pregnancy nutritional supplement brand, used a social film to bring couples planning families closer together in Hong Kong.

Case Study

This case study explains how Topaz, a fuel and convenience retailer in Ireland, built built a sustainable, long-term profitable relationship with its customers through the creation of a highly innovative, unique and category-changing loyalty strategy.

Case Study

This case study demonstrates how Depend, maker of disposable anti-incontinence wear, built awareness of its products among men in the US.

Case Study

This case study demonstrates how Boston Pizza (BP), the Canadian pizza chain, created a 'Ribneck' family from the US' Deep South to feature in content in order to promote BP's ribs products.

Case Study

This case study describes a campaign by Canadian Tire, a retailer, to launch a new in-cabin air filter product, targeting mothers.

Case Study

This case study describes how Koodo, a Canadian mobile phone network, increased subscriber growth and retail distribution with its value positioning, by creating a simple and fair service.

News

MUMBAI: The penetration level of television in India means that interactive services are more likely to spread there than on mobile, a leading industry figure has argued.

Article

This article discusses how native advertising is evolving, including challenges, examples from brands, how it relates to other trends, and guidelines for using it.