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Case Study

LEGO, the toy company, increased sales in emerging Asia by showing the importance of creativity through events and a social media campaign.

Case Study

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Case Study

This case study shows how Wellcome, a scientific research charity, used a commercial approach to launching its new science education platform and successfully gathered interest from teachers in the UK.

Case Study

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

News

MUMBAI: Around one third of children in India's cities claim to have bought a product because they liked its advertising, a new report suggests.

Case Study

This case study shows how Northumbrian Water, a water company, successfully changed the UK consumer's toilet use habits.

Article

This article highlights how improving product and service innovation can better the customer experience.

Case Study

This case study shows how Mattessons, a meat-snacks brand, dramatically increased sales in the UK by repositioning itself towards an untapped consumer group.

Case Study

This case study shows how Horlicks, a health food brand, developed a game app to drive kids' pestering power and increase sales.

Case Study

This case study explains how New World, a grocery chain in New Zealand, promoted mini versions of its products for children - 'collectibles' - as a play opportunity to increase sales.

Case Study

This case study looks at Nutri Grain Bolt, a New Zealand breakfast brand, that engaged with Google's Cardboard to bring teenagers onboard by giving them a VR headset.

Case Study

This case study describes how Sealord, a fishing brand in New Zealand, retained the core idea of the little boat from the previous year's marketing effort, and enhanced its imagery with a community-led approach.

Case Study

This case study shows how Mattessons sought to expand the UK's new 'meat snacking' category with its Fridge Raiders brand, by partnering with a gaming celebrity and engaging a teenage audience.

Case Study

This case study describes how Britannia Cake, a cake brand in India, reignited its brand by turning the conversation around snacking from indulgence to an innocent bribe.

Case Study

This case study describes how Sealord, a seafood brand, boosted sales on a limited budget.

Article

This event report looks at a range of issues marketers need to consider when marketing to children.

Article

This article examines successes and failures in big event activation, identifying best practices and explaining how brands can maximise the effectiveness of their budget.

Research Paper

The potential of the child segment offers an immense opportunity for marketers to explore. In the ever more dynamic and ever changing children’s market, the identification and ability to optimise the factors that can preserve product dominance are key to product longevity.

Research Paper

Research about the role of parents in children’s consumption of online advertisements is scarce. Parents are viewed as having a responsibility to deter children from invasive marketing, yet with the rise of non-traditional marketing it is unclear whether they have the knowledge and skills necessary to undertake this role.

Research Paper

Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages.

Article

This article, taken from the Warc Toolkit 2014, examines how shopper marketing strategies are evolving.

Research Paper

The current study introduces "Draw, Write, and Tell" (DWT), a creative method suitable for research with younger children between the ages of 5 and 11 years.

Research Paper

A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females’ evaluative judgements of food advertisements.

Case Study

This case study describes how Parachute Advansed Body Lotion, the personal care brand, targeted women in India with an emotional brand message.