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Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Research Paper

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Case Study

Contraceptive brand i-can used social media to change the male narrative on contraceptive choices and drive visitors to its website in India.

News

GLOBAL: Campaigns from Mars, Nestlé Waters and GSK are among the 20 from around the world that have been shortlisted in the Effective Social Strategy category in the 2018 WARC Awards.

Case Study

Gas-X, an over-the-counter medication, changed its use of humour on social media to appeal to women in the US.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Case Study

Thorn, a lighting brand from the parent company Zumtobel Group, launched its new range of LED lighting by illustrating its products as characters.

Case Study

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

Research Paper

This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE by likening pills to candy.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE using a humorous campaign that likened pills to candy.

Case Study

This case study shows how Johnson & Johnson, an over-the-counter pharmaceuticals brand, teamed up with Kleenex and Clorox to develop the 'College Care Essentials' campaign which created a total care solution for parents and their independent college students in the US.

Case Study

This case study looks at how Linzess, a healthcare brand, used a stop motion technique for IBS-C and CIC that was never before used within the pharma space with its 'Tell Me Something I Don't Know' campaign in the US.

Article

This event report outlines how AstraZeneca, the pharma company, boldly kickstarted a conversation around opioid-induced constipation (OIC) to help build its Movantik brand.

Case Study

Zicam, a cold and allergies relief product manufacturer, successfully reintroduced its previously famous product by launching a creative content-focused campaign in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Case Study

This case study describes how a new overactive bladder treatment, Myrbetriq, entered and became the market leader in the category in the US with a high touch campaign that told consumers about 'taking back control'.

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".

Case Study

This case study describes how Benzac, a US OTC acne treatment manufactured by Galderma, used social data to create a custom panel of influencers - 'Cool Kids' - to then partner with relevant publishers and curators to build an emotional connection with teens.

Article

This event report outlines how Foster Grant, the eyewear brand, has built deeper bonds with consumers by tapping into more emotional connection points.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

Case Study

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.