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Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Case Study

Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

Fast-food brand McDonald's used a multichannel approach to reconnect with young adults in Hong Kong, by offering a nostalgia trip.

Case Study

Japanese fabric freshener brand Resesh grew market share with online binaural videos and traditional TV advertising.

Case Study

Milk formula brand, Vinamilk, used a TV campaign to rebrand Optimum, its toddler milk, as Optimum Gold in Vietnam.

Case Study

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Case Study

Marriage website Jeevansathi's multichannel campaign generated a spike in registrations, made a profit, and created brand pull, by changing the narrative of the category in India.

Case Study

Cornetto, the ice-cream brand, used social media and video to target young people in India.

Case Study

Clean & Clear, the skincare brand, relaunched a facewash targeting teen girls in India with a series of videos and posts published on YouTube and Facebook.

Article

Planned Parenthood, the reproductive healthcare services provider, faces a major challenge as political opposition to its activities reaches a fever pitch.

News

WASHINGTON DC: A budget of roughly $1,000 spent on mobile advertising is all it takes to track an individual’s location, app usage and social media habits, new research from the University of Washington has found.

Case Study

Meetic, a dating app, launched its brand across Europe with a video campaign that challenged conventions of the online dating category by telling millennials to be authentic.

Case Study

This case study looks at how Knorr, a food brand, remade an old brand for a new generation in France and the UK by combining flavor preferences with dating.

Case Study

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

Case Study

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

News

WASHINGTON DC: Illicit websites run by online pirates raked in an estimated $111m from digital advertisers in the US last year, but the problem could have been far worse if the industry had not put effective quality control measures in place.

News

SYDNEY: Brands should reconsider how they are representing single Australian women within their marketing strategies, as new research suggests they do not fully understand what motivates this group.

Article

This article examines the effects of technological developments on modern life and warns that people will soon realise their costs.

Case Study

This case study explains how Yasmin, a contraceptive pill brand, increased sales in China by educating young people about safer sex in a country where the subject is taboo.

Case Study

This case study details how Close-Up, a Vietnamese oral care brand, regained its relevance among youth by partnering with social messaging app Zalo and creating the first branded mobile social dating platform in Vietnam.

Research Paper

This paper discusses challenges facing political opinion polls with a particular focus on the 2017 French presidential election, drawing on various sources of voter data from that election as well as research into the influence of social bubbles and fake news on public opinion.

News

NEW YORK: Grindr, the gay dating app, has launched a digital magazine that aims to circumvent potential advertisers’ fears about brand safety.

Case Study

This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.