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Article

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Case Study

ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

Case Study

Deodorant brand Rexona used NBA star Steph Curry and navigation app Waze to drive relevance and boost engagement in the Philippines.

Case Study

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

Case Study

Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

Case Study

Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Case Study

Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

Case Study

John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.

Case Study

KFC, the fast-food brand, used a partnership with a video game to increase sales in China.

Case Study

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Case Study

American newspaper The New York Times, used a global multichannel strategy to draw attention to the need for a functioning free press around World Press Freedom Day.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Case Study

Car brand Dacia used old football shirts donated by fans and worn during the Serie A match between Udinese and Lazio to communicate its 'Much more than you expect' strategy in Italy.

Case Study

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Case Study

Mouthwash brand Listerine partnered with TV programme The Voice to reach audiences across Latin America.

Case Study

Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.

Case Study

Beauty brand Pond's used an influencer strategy to launch a new skincare product in Indonesia.

Case Study

Soft drinks company Coca-Cola created FanFeat, a competition for music fans, to boost sales among 12- to 24-year-old Brazilians, achieving record teen engagement and an increase in Coke sales.

Case Study

next, a mobile only bank, used its sponsorship of Lollapalooza Brazil to drive account openings.

Case Study

Mobil Delvac, a motor oil brand, reached out to Columbian transporters, owners and truck drivers on WhatsApp to increase brand awareness at its event.

Case Study

Antarctica Beer, a beer brand, launched an app for attendees of the Brazil Carnival to find suitable bathrooms, which reached over six million people.