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Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

Case Study

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Case Study

Water brand AQUA promoted the sales of its out-of-home product utilising Twitter's auto-response mechanism.

Case Study

Always, the feminine hygiene brand, increased brand equity in Israel by helping teen girls stand up to social shaming.

Case Study

Johnsonville Sausage Company, famous for its bratwurst grilling sausage, increased sales in the US Midwest with a weather-triggered programmatic ad campaign which ran outside of the usual grilling season.

News

SINGAPORE: L’Oréal has mined social media micro-trends to inform product innovation in Asia’s emerging markets, according to an executive at the company.

Case Study

Procter & Gamble created a Super Bowl TV and social media campaign in 2017 to mesh seamlessly with live game commentary and convince viewers to buy Tide detergent.

Case Study

Indian hair care brand Dabur Vatika boosted visibility and brand engagement by offering a collapsible changing tent to women at the Kumbh Mela festival.

Case Study

Levi Strauss jeans relaunched an old jeans series in India with zero paid media through a social media campaign featuring inspirational women.

Case Study

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

Case Study

Motorcycle manufacturer Bajaj used a social-media-driven content platform that tapped into national pride to launch a new commuter model in India.

Case Study

Chocolate brand KitKat used its packaging and a social activation to achieve unprecedented sales around Valentine's Day in Thailand.

Case Study

M&Ms, the confectionery brand, increased sales in Taiwan with a social media campaign.

Case Study

Soft drink brand Coca-Cola used a multimedia campaign to develop a long-term role for the brand by associating it with the Thadingyut festival in Myanmar.

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

Air conditioner brand Voltas used traditional media to launch and establish a new product, the All Star AC, before the introduction of new regulations in India.

Case Study

Garuda Indonesia Airlines, a premium airline operating international and domestic flights in Indonesia, improved its ROI for social media, paid search and email marketing by improving targeting.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

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

Case Study

Cornetto, the ice-cream brand, increased sales in China with a shareable content-led strategy which helped teenagers confess love.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

News

BANGKOK: Consumer goods firms are tapping into the online data being gathered by e-commerce platforms in Southeast Asia to better understand consumers and to increase their reach.

Case Study

Bose, an audio equipment brand, launched its new noise-cancelling headphones in the UK by creating a film which showed the benefits of being able to focus purely on the music.