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Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Article

HowStuffWorks, the education-focused media company, saw great success with a true-crime podcast entitled “Atlanta Monster”, and hopes to repeat this impact with the second season in the “Monster” franchise.

Case Study

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

Motrin, an over-the-counter pain relief brand, launched the 'Children Fever Express' campaign to build public understanding and awareness of the importance of early fever diagnosis in children and available fever treatments, positioning it as the go-to paediatric treatment for fevers in China.

Case Study

Razer Inc., a global gaming manufacturer, increased brand awareness in Greater China through media engagement and Razer Inc. corporate developments to raise its profile.

Case Study

Pampers, a brand of baby and toddler products marketed by P&G, increased its market share in Vietnam by launching Pampers Positive, which created social conversations between mothers about the parenting pressures and myths they face.

Case Study

Book Depository, an English-language online bookstore, was able to raise brand awareness by tapping into the desire mothers in Hong Kong have for their children to speak perfect English.

Case Study

Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".

Case Study

SK-II, a luxury skincare brand, created a new campaign 'The Expiry Date' and turned the proverbial expiration date many Chinese women feel like they have into a real one.

Case Study

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Case Study

The Hong Kong Association of Psychosocial Rehabilitation (HKAPR), a psychiatric rehabilitation company, increased awareness and enhanced governmental changes by creating a flashmob and video series with a famous influencer.

Case Study

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

Microsoft, a technology company, demonstrated its dedication to empowering educators to provide new generations with knowledge for the digital age across Asia by celebrating a teacher whose work had gone viral on Facebook.

Case Study

Korean dairy brand Seoul Dairy used local TV, cinema and social media to grow sales of its Grill Grill Cheese product in South Korea.

Case Study

Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.

Case Study

Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.

Case Study

Diet brand Verena Sure circumvented strict government regulations by using its own digital and social media platforms to launch its over-the-counter product in Thailand.

Case Study

Filipino fast food brand Jollibee increased sales around Valentine's Day with a campaign for the broken-hearted.

Case Study

Spray paint brand Nippon Pylox tapped into distinct specialist user communities to increase engagement and drive sales in Malaysia.

Case Study

Whisper, a feminine hygiene brand, used a campaign that challenged society's expectations of women to connect with young women in India.

Case Study

Malaysian online marketplace mudah.my targeted Chinese Malaysians with a humorous social media campaign, filmed in their local dialect, to boost site listings during Chinese New Year.

Article

CGU Insurance, an Australian insurance brand, targeted small businesses and migrants when it pivoted from a B2B model to a direct-to-consumer business model.

Article

Reese’s, the candy brand owned by The Hershey Co., has taken a bold approach to innovation as a means of enhancing its position.

Case Study

The Communications and Information Technology Commission of Saudi Arabia used a content-based approach to spread awareness of the online risks to children.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.