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Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance 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

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

News

SYDNEY: Though artificial intelligence is evolving quickly, consumers remain wary of the technology and prefer chatbots to stay simple with guided options, according to an Australian expert.

Article

Discusses how brands can move beyond the latest AI trend and create a chatbot that customers will actually use, by prioritizing useful functionality and guided options.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Case Study

Energy company Gas Natural Fenosa launched the first branded content short film in Spain to shift consumers' opinions about energy.

Case Study

NIVEA, a skincare brand, raised awareness of its products among Irish millennials by setting up an experience zone at Electric Picnic, the largest music festival in Ireland.

Case Study

Dorset beer brewery Badger Ales gained sales growth and brand awareness by launching a creative competition about the ultimate BBQ shed.

Case Study

Deodorant brand Rexona Men grew its market share in Hong Kong by making product consumption a daily necessity.

Case Study

TRESemmé, a premium hair-care brand under the Unilever portfolio, achieved unprecedented growth in the Philippines by creating a digital ecosystem linked to the Runway Ready event.

Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

Case Study

Chocolate brand Ferrero Rocher managed to rebrand itself from a solely romantic love symbol in the Taiwanese market to an everyday gift through a partnership with LINE.

Case Study

McDonald's, the fast food chain, increased sales among younger people in Mexico with a series of special offers on 'McDonald's Tuesdays'.

Case Study

Credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

Motorcycle manufacturer TVS used a multimedia approach and leveraged the harvest festival of Pongal to win back consideration for its Star City+ model in Tamil Nadu, India.

Case Study

Financial brand Citi India used digital and social channels to boost preference for its credit cards during Diwali.

Case Study

Clean & Clear Morning Energy, a facewash, reversed a decline in sales in India with a TV ad, online video content, radio and social media.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Online brand Amazon used a TV-led campaign to reposition its Kindle e-reader in the Indian market.

Case Study

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Case Study

Retailer Big Bazaar spoke directly to Muslims in India during Ramzan, with a multimedia campaign aimed at earning brand loyalty and boosting sales.

Case Study

Mouthwash brand Listerine used influencers in an online campaign to persuade millennials in Malaysia to develop a mouthwash habit.

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

Publicis LifeBrands, a healthcare advertising agency, helped a multinational pharmaceutical company (unnamed) transform one of its drug products into a true brand.