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Article

Influencers are becoming increasingly important for brands as they offer potentially the same reach as traditional channels and elicit a level of trust that standard advertising does not.

Gunn Report

Diesel, the Italian fashion company, re-established itself as a brand that dares through a campaign that targeted millennials and turned the threat of counterfeit goods into the key element of its campaign.

Case Study

Adidas, a sportswear brand, launched an exclusive pair of football boots that could only be purchased with a unique referral code in order to create brand buzz and expand its reach in the UK.

Case Study

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

News

LONDON: The effectiveness of influencers can be difficult to quantify but many marketers in the beauty category believe that they will become increasingly important, especially when engaging younger audiences.

Case Study

Canon, the photography brand, used social media to reconnect with consumers and increase sales in Europe.

Case Study

Magnum, the ice-cream brand, used a celebrity partnership along with social media and PR to improve brand metrics and launch a new product.

Case Study

SBS, a free-to-air broadcaster in Sydney, attracted new viewers to its content with a social media-driven campaign for a crime drama, Deep Water, focusing on gay hate murders in the 80s and 90s.

Case Study

ActivKids Immuno Boosters, a nutrition supplement, used content and social media to build a parenting community and increase sales in India.

News

NEW YORK: Brands that increase their marketing budgets can fuel word of mouth levels, with potentially beneficial effects on sales, according to a study.

Article

Word of mouth can serve as a leading indicator for short-term sales, and thus represents a powerful consideration for marketers.

Case Study

Etsy, an e-commerce website focused on handmade or vintage items and supplies, launched the #EtsyForYou social campaign in the UK in order to drive consumers to a gift guide hosted on its website and increase seasonal sales.

Case Study

Ung Cancer, a non-profit organisation, launched the Check Your Balls campaign in Sweden to raise awareness of testicular cancer among young adults.

Case Study

The Norwegian Directorate for Children, an agency responsible for state-funded child welfare services, launched the Cyberbullying: Not Okay campaign in Norway.

Case Study

HBO, an American television network, continued to tap into the fan community of Game of Thrones by creating unique streetwear in the US for every episode of its seventh season.

Case Study

Lithuanian Festivals Association, a group representing festival-goers and organisers, launched the Freedom to Rock'n'Roll initiative in Lithuania to counter new legislation forbidding alcohol sale at mass events.

Article

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

News

LONDON: There are numerous reasons why marketers might choose to use influencers, and while the idea of multivariate testing is probably not uppermost in their thoughts this can prove very effective.

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

Marketers are rethinking whether celebrity influencers are such a good way of using social media; the micro-influencer, however, with an existing relationship to the brand can provide a more fruitful opportunity.

Case Study

Nimue Skin Technology, a skincare brand, promoted its 12 Week Challenge kit across Africa by launching a social media campaign that got a bride to walk down the isle foundation-free.

Case Study

Inwi, a telecommunications company in Morocco, launched a campaign to market its new application, Coach'in.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

Article

Influencer marketing is beginning to move away from focusing on the reach that celebrities can offer to explore the use of micro-influencers – everyday people with fewer followers but greater levels of engagement.

News

PALM DESERT, CA: Glossier, the beauty company, believes that its “community-first” ethos has been vital to building meaningful bonds with consumers and spreading impactful word of mouth.