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News

NEW YORK: Word of mouth (WOM) on Twitter exerts a powerful influence on the films that users choose to see in movie theaters, according to research published in the Journal of Advertising Research (JAR).

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Case Study

This case study by Polaris, a US nonprofit, non-governmental organization to combat human trafficking, focuses on a device used by doctors during routine ear exams to rescue victims.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

Case Study

This case study shows how MasterCard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study shows how TV station Murr Television (MTV) took on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE by likening pills to candy.

Case Study

This case study shows how the Dubai Foundation for Women and Children (DFWAC), a non-profit shelter for victims of abuse, shined a light on domestic abuse in the UAE using Instagram stories' tap feature.

Case Study

This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

Case Study

This case study shows how OMO, a detergent brand, launched a live-streaming campaign to showcase children's sedentary lifestyle and increase brand awareness and sales in the Middle East.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.

Case Study

This case study shows how Daman, a health insurance brand, increased profitability by launching an awareness campaign about vitamin D deficiency in the UAE.

Case Study

This case study describes how fashion retailer Max used a multimedia campaign to reframe its value proposition to see off competition from low-cost rivals and grow sales in UAE.

Case Study

This case study shows how Murr Television (MTV), a Lebanese media channel, devised an emotional cross-channel campaign to increase breast cancer awareness and brand affinity.

Case Study

This case study shows how du, a telecommunications provider, launched its digital fasting campaign during Ramadan celebrations, to engage consumers in the UAE and increase brand equity.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.