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Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Case Study

The Egyptian Tourism Authority used market-specific communication with experience-led messages to increase the volume of inbound tourism from ancillary markets.

Opinion

Thanks to technology it’s possible to understand media in new ways. And if you can pull the different strands together, says Frances Ralston-Good of Hearts & Science, you can develop new consumer insights.

Case Study

JetBlue, a regional US airline, built emotional engagement and drove consideration by showing flyers and mothers alike that it understands the hardships of a crying baby on a flight.

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

Superdry, a branded clothing company, mixed up its approach to its key sales category, jackets, by creating the 'This is the jacket' campaign in the UK.

Case Study

Interac Association, a Canadian interbank network, encouraged Canadians to shift to using its brand to pay by creating a long-form video and out-of-home boards to evoke an emotional connection.

Case Study

Whirlpool Canada, a leading marketer and supplier of home appliances, launched the Sama's Lunchbox campaign in Canada to bring the community together.

Case Study

Illuma Organic, a formula milk powder brand, launched The Green Parents' Data Farm campaign in Hong Kong to reach premium mums and market its new organic milk powder.

Article

AARP, an interest group focused on consumers aged over 50 years of age, has found that pharma brands often fall short when trying to engage this audience.

Case Study

The Recreational Boating and Fishing Foundation (RBFF), a nonprofit organization, launched a multi-channel campaign in the US to encourage more people to participate in angling and boating.

Case Study

Beer brand Antarctica used a highly interactive campaign to increase engagement and awareness among young consumers in Brazil.

Case Study

The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Case Study

Kampgrounds of America (KOA), encouraged campers in North America to try KOA by launching a programme of events to connect with five key target groups.

Case Study

Johnson & Johnson, a pharmaceutical and consumer packaged goods manufacturing company, launched a campaign in the US to raise brand awareness and perception, and establish itself as the leading corporate voice connecting humanistic stories with medical innovation.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Case Study

Virgin Trains, a train operating company in the UK, created personalised emails and SMS reminders to improve its communication with customers and ensure they booked again with Virgin.

Case Study

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.

Research Paper

Metfriendly, the mutual society for the Metropolitan Police in the UK, used qualitative data streams and techniques to reverse membership decline.

Case Study

Leveraging customer insight and digital data, American knives manufacturer Benchmade increased its market share through an effective campaign.

Article

Explains how age and gender stereotypes are being turned on their head and have no place in modern marketing, using 107-year-old Japanese sprinter Hidekichi Miyazaki and Millennial Mark Zuckerberg as examples.

Case Study

To drive relevance and sales in Spain, fast food McDonald's redesigned its app around its loyalty program My McDonald's.