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Case Study

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

Opinion

As brand purpose enters the mainstream, the 2018 ANA Masters of Marketing witnessed its influence on brands as diverse as Ancestry, Clorox, and FedEx.

Case Study

Retailer Big Bazaar leveraged Google's search algorithm to get the most out of search and drive footfall in its stores in India.

News

In retrospect, 2018 will be regarded as the year purpose went mainstream, says the chief marketing officer of IKEA in a new WARC report that highlights brand purpose strategy trends for effective marketing.

Article

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Article

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.

News

Alibaba, the Chinese e-commerce giant, has announced the launch of an Indonesian Pavilion on Tmall Global, its cross-border platform designed to help international brands reach more than a billion Chinese consumers.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Case Study

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

Case Study

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

Case Study

Malaysian biscuit brand Lexus gained penetration and market share by running a multimedia campaign around a new product launch focusing on mothers and families.

Case Study

Livon, a hair-care brand, used a TV ad and digital media campaign to connect with young people in India and increase sales.

Case Study

Condom manufacturer Durex grew sales and awareness in India by launching a new product, Durex Air, to address problems with the condom category in general.

Case Study

Safety razor brand Gillette Guard Razor drove sales in under-performing states in India through an educational approach.

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Case Study

Telco Globe Telecom used social media to publicise its grassroots football training scheme TM Sports Para Sa Bayan in the Philippines.

Case Study

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Case Study

Milk formula brand Nestlé NAN Optipro 3 grew engagement in Singapore with a multimedia promotional campaign around a product marketed on a platform of trust.

Case Study

Star Bharat, a Hindi language Indian television channel, re-launched with the aim of becoming the leading channel in its category.

Case Study

Paytm, India's leading digital wallet, used the disruptive demonetisation of two bank notes as an opportunity to grow its user base among the digitally illiterate.

Case Study

Antiseptic brand Dettol ran a childhood handwashing behaviour change campaign to grow market share in India.

Case Study

MARIGOLD HL Milk, the Singaporean dairy company, grew volume share and top-of-mind awareness by running a campaign focused on cholesterol awareness.

Case Study

Hand sanitiser brand Dettol grew reach, engagement and brand impression in India by releasing a mobile game based on a popular character tie-in.

Case Study

Odomos, a mosquito repellent, increased sales in India by increasing awareness of dengue fever in an integrated campaign.