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Kathy Gardner, VP Media Insights at thinkTV, discusses the extent to which the media habits of the advertising industry differ from the 'average Canadian' and looks at how our personal media habits are biasing our assumptions of others' behaviors.

Case Study

Canadian sports retailer Sport Chek stood out in the 2016 Olympics advertising noise with a dynamic, multi-channel media strategy.

Case Study

The Geological Survey of Canada (GSC) celebrated its 175th anniversary and increased interest in geology among young Canadians with zero media budget by telling stories on social media, focussing on Instagram.

News

VANCOUVER: The government of British Columbia has received a pitch from computing giant IBM to integrate blockchain technology into Canada’s cannabis trade, ahead of legalisation next year, as provinces scramble to find solutions to the ...

News

TORONTO: Canadian consumers consider authenticity to be a key factor in purchase decisions, but companies in Canada lag in delivering on this key element according to a new report.

Case Study

SickKids Foundation, the fundraising organisation for The Hospital for Sick Children, used targeting and up-to-date advertising to raise monthly donations for a new operating suite in Canada.

Case Study

Garde-Manger Pour Tous (GMPT), a community organisation dedicated to providing school meals in Montreal, Canada, raised awareness through a one day installation and a poster campaign.

Case Study

Drug-Free Kids Canada, a non-profit organization, created a video and SMS campaign to encourage conversations between parents and teenagers about driving while high.

Case Study

Volkswagen, an automotive brand, increased its email sign ups and click-through rates by creating a 5 metre long email to promote its new SUV, the Atlas, in Canada.

Case Study

SAQ, a corporation responsible for the trade of alcoholic beverages in Quebec, increased participation rates in its SAQ Inspire programme by producing a multimedia campaign across Canada to help explain the programme and gain customer insight.

Case Study

Dove, a skincare brand, raised awareness of its pledge to real beauty with its ‘Let Real Beauty Shine’ campaign in Canada by hijacking a Snapchat filter.

Case Study

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Research Paper

This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.

News

BRITISH COLUMBIA: Research examining the influence of touchscreens on purchase decisions suggests that smartphones, and touchscreens more broadly, evoke a strong experiential thinking style, which can lead to more impulsive decisions.

News

TORONTO: Canadians celebrated Canada Day last weekend, marking the country's 150th anniversary, and they had another reason to be pleased after a new report named Canada as the most reputable country in the world.

Case Study

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.

Case Study

This case study explains how children's charity SickKids Foundation used a range of emotional online ads to raise awareness of children's illnesses and the charity's work in the US.

Case Study

This case study explains how charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.

Case Study

This case study shows how Huggies, the baby diapers brand, increased awareness and sales by developing 'hugging programs' across Canadian Hospitals.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Case Study

This case study looks at how Chevrolet Canada, a small car brand, marketed to millennials by convincing them that Spark wasn't a car but the ultimate mobile device with the Chevrolet Spark Launch in Canada.

Case Study

This case study explains how the Art Institute of Chicago, an art museum, launched the 'Van Gogh BnB' campaign in Canada & the USA which brought Van Gogh's bedroom to life through a partnership with Airbnb.

Case Study

This case study shows how Excedrin, an OTC headache medicine, created 'The Migraine Experience' in the USA and Canada by using an augmented-reality migraine simulator to show people what a migraine feels like.

Case Study

This case study describes how Skittles, a confectionery brand, drove sales and awareness in Canada by encouraging people to donate unwanted presents in exchange for Skittles.