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Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

News

HONG KONG: China's key opinion leader economy is forecast to top Rmb 100bn next year as brands flock to influencers to promote their products.

Article

This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.

Case Study

This case study shows how Marigold, a yoghurt brand, successfully increased brand awareness among Singaporean women using a highly engaging social media campaign.

Article

This event report outlines how virtual reality (VR) could impact pharma marketing.

Case Study

This case study shows how Nutella, the chocolate spread brand, convinced Taiwanese mothers that Nutella is a suitable breakfast option by setting up a social media competition.

Article

This article considers the impact of audiences increasingly using social media while watching TV, and how social mentions and TV interact and affect each other's popularity.

Research Paper

This article describes how Boehringer Ingelheim (BI), the pharma company, wanted greater understanding of patients' sentiments when faced with life-threatening disease in the USA, UK, France, Italy and Japan.

Research Paper

This paper describes research conducted by Community Action on Dementia (CAD), a UK charity that wanted to develop services tailored to the needs of dementia sufferers, enabling them to live well despite their condition.

Case Study

This case study describes a campaign from Michelin, the tyre brand, in Turkey that defended its market leadership with a low-budget campaign that targeted the mass market via social media and support from influencers, rather than more expensive paid-for channels.

Case Study

This case study describes how Bursa Malaysia, Malaysia's national stock exchange, repackaged and simplified stock trading for Millennials with a disruptive idea that combined investment experts and social influencers.

Case Study

This case study shows how WWF Thailand, a wildlife protection NGO, successfully pushed for change in Thailand against poachers, using a celebrity-driven social media campaign.

Case Study

This case study shows how Tata Sky, a television service provider, boosted sales and brand perception in a market with very low brand affinity with a TV campaign.

Research Paper

This paper sets out research by Luxottica, owner of eyewear brands including Ray-Ban and Oakley, to understand why consumers in developing economies tend to resist the adoption of corrective eyewear.

News

BEIJING: Dior, Gucci and Chanel are among the luxury, beauty and fashion brands gaining the strongest traction with key opinion leaders (KOLs) on social media in China, according to a study that highlights the importance of this marketing channel.

Article

This article relates the Beats By Dre 'Straight Outta' international campaign, that aligned the headphone brand with the release of 'Straight Outta Compton' and gave regional celebrities a platform through which they could show pride for the place they came 'straight outta'.

Article

This article looks at building a brand under difficult circumstances: limits on licences, unwavering adherence to factual truth, and appeals to rational decision making - all critical to market prescription medicines.

Article

This piece outlines how healthcare and pharmaceutical brands can build effective marketing strategies to launch new products, with case studies.

Case Study

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Research Paper

This case study describes how the United Nations High Commission for Refugees (UNHCR) used research to revolutionise the way it segments and communicates with its donors.

News

BEIJING: Infant nutrition is a hot topic among Chinese mothers with much discussion taking place on WeChat, where a study has identified several areas currently lacking in suitable content and which brands could usefully address.

Case Study

This case study shows how Smartfren, an Indonesian telecommunications brand, increased its sales using a smartphone feature driven campaign.

Article

This event report outlines how L'Oréal, the beauty group, has tapped a new breed of digital influencer to give its marketing a deeper relevance for the online audience.

Case Study

This case study describes how the Haven Night Shelter on Napier in South Africa attracted positive media attention to drive regular donations of clothing for the homeless to its pop-up Street Store.

Research Paper

This paper explores the tension in Indonesia between its traditional, collective culture and a newer-found individualism, and what this means for marketers.