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Celebrities & endorsement

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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

Indian entertainment TV channel Star Plus launched a campaign to change stereotypical perceptions of women with the support of the national cricket team.

Case Study

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.

Case Study

Cornetto promoted its new ice cream to young consumers in Russia by positioning itself as a relationship ice-breaker through multiple media channels.

Case Study

Having recently entered the Taiwanese market, ŠKODA collaborated with a local baseball team to enhance brand awareness and drive sales of their cars.

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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

Multinational technology company IBM became America's #1 preferred IT vendor through a campaign that showed the potential of its cognitive system Watson.

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

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

Case Study

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

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its young customers.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

News

HO CHI MINH CITY: Influencer marketing and social media are already big in Southeast Asia so the use of live video streaming is a logical next step, but in Vietnam there are concerns that this approach is sidestepping rules on both advertising and ...

Case Study

Suzuki Cars UK achieved sales growth and brand recognition partnering with ITV's Saturday Night Show.

Case Study

Energy company Gas Natural Fenosa launched the first branded content short film in Spain to shift consumers' opinions about energy.

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Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

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Virgin Media, a multimedia company, introduced a ‘Corgi Cam’ to bring fans of Netflix’s ‘The Crown’ a unique look at its premiere in London's Leicester Square.

Case Study

The Sunday Times, a UK newspaper, presented its famous Rich List in a new and unexpected way, by placing the famous faces on the back of bucking rodeo bulls.

Case Study

Powdered drink brand Tang used a multimedia campaign to extend its usage to innovative food and beverage recipes in order to increase consumption throughout the year in Pakistan.

Case Study

Royal Mail, the UK postal service and courier company, drove a reappraisal of its brand, capturing data and sales in the process, by creating a collector’s edition set of 10 David Bowie stamps.

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

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UK supermarket chain Sainsbury's used three different approaches to TV ads during its Christmas campaign, including a partnership with TV show Gogglebox, to boost sales.

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Virgin Media, a multimedia company, used speech recognition technology to record soundbites of interviews with BAFTA winners in the UK and upload them instantly to Twitter, to better engage its audience.

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

Lynx, a deodorant brand, created a short video series in the UK to discuss modern masculinity and regain its relevance among young men.