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Content marketing effectiveness

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Case Study

This case study shows how the Natalia Ponce de Leon Foundation, a non-profit organisation, successfully pushed for governmental change towards the prosecution of acid attacks perpetrators, by developing a social awareness campaign in Colombia.

Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

Article

This event report considers the evolution of Contiki's content marketing strategy as the travel firm tackled the challenges of category disruption.

Case Study

This case study explains how Norton, a computer security brand, used a series of short digital films to improve awareness of security and the Norton brand in a global campaign.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

Case Study

This case study shows how Google, a tech company, created an educational web platform to entice more girls in the US to learn how to code.

News

SINGAPORE: The spread of mobile coupled with the fact that over 45% of Asia's population are millennials has been a marketing game-changer for Johnson & Johnson, according to a leading executive.

Article

This article explores Johnson & Johnson's 'CIA' – context, impact, action – approach to content, including campaigns using KOLs and Snapchat in Asia.

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 describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

Case Study

This case study describes how financial services company Charles Schwab, joined with news network CNN’s anchors to create a multimedia content series to gain the attention of the hard-to-reach investor audience in the US.

Case Study

This case study explains how social justice firm Maurice Blackburn used an integrated storytelling campaign to raise awareness of its work in Australia.

Case Study

This case study describes how sports brand adidas Football used online episodic content in a global campaign to strengthen its association with the UEFA Champions League and appeal to an audience of young football fans.

Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Case Study

This case study describes how beauty brand L'Oréal conducted a very public content-led experiment to launch its Revitalift Laser X3 product in Australia.

Case Study

This case study describes how car-maker Volkswagen created an online and print campaign, using real-life advocates, to change its brand narrative in India.

Case Study

This case study describes how tech brand Lenovo used an integrated strategy to target IT decision-makers across eight key European regions in their own language.

Case Study

This case study describes how airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Case Study

This case study describes how French liqueur Chambord joined Stylist magazine to take the brand in a new content-rich direction to reinvigorate the brand in the UK.

Case Study

This case study describes how fast-food brand KFC employed programmatic technology to create and distribute content to millennials to launch its Hot and Cheezy burger in Malaysia.

Case Study

This case study shows how KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Case Study

This case study explores how Bates Motel, an American psychological horror show, launched a national campaign to develop promotional material to support its TV content.

Case Study

This case study shows how car brand Tata Motors orchestrated a social media campaign that gathered millions of Indian followers without disclosing any details of its new car.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.