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Case Study

Duchenne UK, a charity looking for a cure for Duchenne Muscular Dystrophy (DMD), promoted its brand in the UK by marketing itself as a sports brand and developing a sporting identity.

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.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Case Study

This case study shows how Observator, a Romanian TV show, successfully helped increase the number of blood donors by removing the colour red from its program's RGB settings.

Article

This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Opinion

By Dan Machen, Director of Innovation, and Neil Davidson, Managing Director, HeyHuman When CES started 50 years ago, there were just three categories on display - TVs, Radios and Gramophones.

Article

This article aims to provide marketers with an overview of Snapchat, the photo and video messaging platform, that has recently opened up to publishers and brands, and now reaches 41% of 18-34 year-olds.

Case Study

This case study describes how safefood, a public food safety and healthy eating body in Ireland, changed the conversation around the use of folic acid with a digital, educational campaign.

Case Study

This case study describes how Deutsche Telekom, a German telecoms company, changed customer behaviour and increased sales with the help of a humorous 'mockumentary'.

News

MARINA DEL REY, CA: Gap, the retail group, has employed "disruptive storytelling" in an attempt to ensure that valuable consumer insights are embraced across its organisation.

Article

This event report explains how Gap's customer relationship management (CRM) team used disruptive storytelling to better communicate key research findings to the rest of the company.

Article

This article argues that established principles of marketing science still apply to new channels of communication and that embracing them in the planning process can make social marketing campaigns more effective.

Case Study

This case study describes how Fanta, a small player in the fruit-flavour drink category in MENA, created a new brand platform based on gaming to appeal to teens, and drive recruitment and consumption.

Case Study

This case study explains how EXIT-Deutschland – an anti-fascist non-profit organisation – created a clever campaign that helped increase donations and raise awareness about their work.

Case Study

This case study describes how The Qulliam Foundation, a counter-extremism thinktank, used a social media campaign to stem radicalisation of young UK Muslims.

Case Study

This case study demonstrates how Scoot, a low-cost Asian airline, used a media stunt to grow international brand awareness.

Case Study

This case study shows how the Royal British Legion, a UK armed forces charity, successfully brought the First World War out of the history books and onto a digital platform.

Case Study

This case study describes how McDonald's, a global fast-food restaurant, created an alarm-cum-consumer-reward app to win customers back to its breakfast offering in Singapore.

Case Study

This case study describes how EXIT Deutschland, an initiative to fight right-wing extremism in Germany, tackled neo-Nazis in the small town of Wunsiedel, and raised awareness and donations.

Article

This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.

Case Study

This case study describes how Exit-Deutschland, a tiny, privately-funded initiative, spread awareness of its role in helping right-wing extremists quit the neo-Nazi scene.

Case Study

The case study describes how NBC Sports TV Network increased audience numbers for Barclays Premier League (BPL) games in the United States by encouraging football fans to 'adopt a club'.

News

DALLAS, TX: Online and mobile ads are major threats to IT security, according to a new report which highlights malvertising and adware among the ongoing challenges the industry needs to address.

Case Study

This case study describes how Exit Deutschland, a charity that helps people leave far-right organisations, tricked neo-Nazis in Germany into raising money to help their members leave their ranks.

Case Study

This case study, for logistics company DHL in Germany, used a "Trojan style" strategy and a packaging innovation to drive attention to the brand on social media.