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LONDON: Young British adults smoke and drink far less than their counterparts from a generation ago, are more likely to attend university and spend less time socialising, according to an official study.

Article

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.

Opinion

Innovating through products was a recurring theme among this year’s Effective Innovation winners at the WARC Awards.

Case Study

Microsoft, a technology company, launched the Microsoft Asia News Center in APAC to provide a better storytelling system for a digital world and increase consumer engagement.

Case Study

Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

Case Study

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

Case Study

Gong Cha, a bubble tea chain, launched a successful return to the Singapore market with its social media campaign.

Case Study

Australian Macadamia, an industry body, created a program to instill a sense of emotion and national pride in the macadamia industry.

Case Study

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

Case Study

Electronic Arts K.K. (EA Japan), a video game company, increased young people's interest in politics through its game 'SimCity BuildIt School of Politics'.

Case Study

The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

Case Study

Chando, a Chinese skincare brand, chose to inspire Chinese women with the real meaning behind Mother's Day.

Case Study

Microsoft, the technology company, increased awareness of the dangers of using false Microsoft products in Myanmar by launching an event with a fake influencer to show that a pirated version will never be as good as the real thing.

Case Study

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

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Case Study

The Vodafone Foundation, a charity focused on delivering public benefit through the application of technology, increased awareness of its cancer research app DreamLab by changing the job titles of Australian influencers on LinkedIn.

Case Study

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

Case Study

Ben & Jerry's, a manufacturer of ice cream, frozen yoghurt and sorbet, raised awareness of its support for marriage equality in Australia by banning the sale of two scoops of the same flavour ice cream across its stores.

Case Study

Pharmaceutical company Johnson & Johnson increased awareness and sales of its new skincare brand Dr.Ci:Labo in China, Taiwan and Hong Kong by launching influencer events and experiential workshops to spread the word about its benefits.

Case Study

Hotels.com, a hotels booking website, increased brand awareness and share of voice in Thailand and Taiwan by launching a new pug mascot to engage with millennials.

Case Study

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Case Study

Jetstar Asia, a budget airline, encouraged Singaporeans not to travel during the Lunar New Year period in order to build an emotional connection with local consumers and increase brand love.

Case Study

Adidas, a clothing and accessories manufacturer, promoted the launch of FC Bayern Munich's new football kit in Singapore by creating a live event with the team itself.

Case Study

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.

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.