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Consumer sentiment

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WASHINGTON DC: Only a minority (47%) of consumers in the US believe their news media do very or somewhat well in the accuracy of their reporting of political issues.

News

LONDON: UK consumers’ views on Brexit shape their outlook on the economy and impact household spending in measurable ways, according to an analysis by Bank of England staff, although ultimately the circumstances of individual households are ...

Case Study

Through a partnership with band Gorillaz, Deutsche Telekom turned its brand colour into a media channel and increased engagement with millennials in the UK.

Case Study

Under Armour, the sports apparel brand, used social media and content featuring six athletes to target American women aged 18-34.

Case Study

Cereal brand Kellogg's became a breakfast advocate in India promoting the consumption of the most important meal of the day.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

News

LONDON: Consumers are unaware of their rights under forthcoming GDPR legislation, as a survey shows that 70% have not heard of the new regulation amid widespread distrust of companies holding individuals’ data.

News

NEW YORK: Microsoft, the technology giant, is drawing on underlying principles such as humanity and humility as it crafts messages with real meaning for consumers.

Case Study

Scope, a pan-disability charity in England and Wales, created Mindful Monster character cards to attract new audiences and regular donors.

Case Study

The Open University, an academic institution in the UK, targeted commuters across the UK and showed them the opportunities available in part-time study by creating digital billboards and copy-led posters with a call to action.

Case Study

The RNLI (Royal National Lifeboat Institution), a charity in the UK, persuaded the public to consent to being contacted by producing a powerful call to arms, 'Communication saves lives'.

Case Study

Pet supplies retailer Pets at Home enhanced its VIP loyalty club to deliver more personalised content and strengthen its relationship with per owners in the UK.

Case Study

Bodyform, the feminine hygiene brand, built an emotional connection with women in the UK aged 18-24 by urging them to not allow blood to hold them back.

Case Study

Bacardi, an alcoholic drinks brand, created a Facebook chatbot integrated with Spotify to connect with millennials in the UK through bespoke playlists and give them the summertime feeling as winter approached.

Case Study

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.

Case Study

Heathrow Airport in the UK used dynamic copy across email and digital display to personalise its communications with its customers and aid in a more pleasant airport experience.

Case Study

PayPal, an online payments system, used comedic films in the UK to reach people who owe money to friends or family and encourage them to download the PayPal app to repay their debt.

Case Study

The Guardian, a British daily newspaper, created a comical, educational children’s book aimed at media planners to show them what The Guardian can deliver.

Case Study

Pet supplies retailer Pets at Home maximised chances of lost pets in the UK being reunited with their owners by leveraging its 6,000,000 user-strong VIP app.

Case Study

Vodka Cruiser, a pre-mixed/ready-to-drink brand used Facebook Live to create an interactive branded 'TV show' to reconnect to young women in Australia.

Case Study

E.ON, a European electric services company, collaborated with the band Gorillaz to make its brand, and solar-powered energy, a relevant part of popular culture.

Case Study

Bacs, an IT service management company, personified its Switch Current Account Service in the UK to empower consumers to switch and build awareness.

Case Study

SunLife, a UK-based insurance business, tackled the issue of ageism in advertising by introducing a TV, radio and social campaign that featured real people in their 50s engaging in their passion.