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Content marketing effectiveness

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Case Study

Shell successfully positioned itself as a pioneer in future energy solutions in the UK, USA, China, Nigeria and Brazil, with a range of content showcasing some of its brighter ideas in action.

Case Study

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

Case Study

Kellogg's cereal brand Chocos used a content strategy in partnership with a popular children's animated series in India to launch three new variants.

Article

As online content becomes a core brand platform in India, marketers must understand local media consumption habits, be useful and think long term to build brand love.

Case Study

Compact executive car Jaguar Land Rover XE was successfully promoted in India through a partnership with a TV broadcaster and engaging inspirational influencers.

Case Study

American insurance provider AARP partnered with Time Inc and used influencers to communicate its brand values and shake off its image as being only for retirees.

Case Study

Laundry detergent OMO Ultimate was re-launched on the Australian market with a video-led campaign around mothers and kids.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

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

Traditional Indian sport kabaddi gained relevance through a carefully planned low-budget campaign.

Opinion

Lennie Stern is Head of Creative and Entertainment Strategies, BETC Paris and a judge of the Effective Content Strategy category in the 2018 WARC Awards.

News

LONDON/NEW YORK: Digital and social have profoundly changed the way people shop for beauty products and the response of The Estée Lauder Companies has been to develop an extensive content marketing program for all its brands.

News

NEW YORK: Minor League Baseball (MiLB), the sports league, is leveraging a distinct content strategy that focuses as much on what happens “outside the white lines” as the game itself.

Article

Digital is changing the way people shop for beauty products, as influencers and social wield increasing clout.

Article

Content marketing can be difficult in a large organisation where siloes exist and practitioners need to find both allies and money.

Article

Minor League Baseball (MiLB), the sports league, has established an ambitious growth agenda as it seeks to build fan numbers and engagement for 160 professional teams.

News

LONDON: Sage, the accounting software business, is mining its own resources to develop content that more effectively helps its customers and generates business leads.

News

LONDON: Cisco, the networking hardware supplier, has abandoned a product-led marketing approach in favour of a customer-centric strategy that has devolved authority to a more local level and embraced customer advocacy.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

News

GLOBAL: John Dokes, CMO of AccuWeather, will chair the judging panel for the Effective Use of Content category in the 2018 WARC Awards scheme, a global initiative for next-generation marketing effectiveness.

Article

UBS, the Swiss bank which operates globally as both an investment bank and as the manager of incredible wealth portfolios, has shifted away from traditional marketing communications to embrace content marketing across digital channels.

Opinion

As the jury for the Effective Content Strategy category  of the WARC Awards is announced, Lucy Aitken interviews John Dokes, CMO, AccuWeather and the jury chair, finding out more about how the company uses partnerships with the likes of Spotify and Ford to deploy its own successful content strategy.

Article

Sage is an accounting software firm and the UK’s biggest tech company, but few people have heard of it.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Case Study

Dorset beer brewery Badger Ales gained sales growth and brand awareness by launching a creative competition about the ultimate BBQ shed.