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Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

Fiat Egea, the car brand, used a partnership with TV series İçerde and an interactive second screen experience to support its brand positioning.

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.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

News

SAN FRANCISCO: In recent years, publishers have rushed to create video content that they can monetise using pre-roll ads, but such an approach is short-sighted according to Bleacher Report, which sees its video future being driven by sponsorships ...

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.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

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

Case Study

Tata Motors successfully launched its new Hexa car model in India with digital content, influencers and events.

Case Study

Online retailer Amazon leveraged its sponsorship of Tokyo Fashion Week to build its fashion credentials among millennial women in metropolitan areas in Japan.

Case Study

Confectionery brand Alpenliebe used a TV, print and digital strategy to introduce a price hike in India.

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

Shopping site ShopClues used a multichannel approach to change the online shopping habits of customers in Tier 2 and 3 cities in India.

Case Study

Juzt Jelly, a confectionery brand, increased sales in India by expanding its target market to include adults as well as children.

Case Study

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

Local brand Cute Press, created an online "soap opera" to boost sales of its UV Expert White & Matte sunscreen in Thailand.

Case Study

Knorr, the food brand owned by Unilever, used bloggers and content to increase sales of its meal kits to parents in Taiwan.

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

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

Broadcaster Sony MAX used a multichannel approach to attract viewers to cricket's ninth Indian Premier League season.

Case Study

Johnson's Baby, the personal care brand, launched a new shampoo for kids aged 2-10 in India, using digital and social media ads.

Case Study

Sponsor, a sports drink brand in Thailand, increased its sales by building a connection with sports lovers by helping them support the Thai national football team.