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Article

This article explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Case Study

This case study shows how Nutella, the chocolate spread brand, convinced Taiwanese mothers that Nutella is a suitable breakfast option by setting up a social media competition.

Case Study

This case study shows how Reese's, a chocolate brand, was able to successfully launch its newest product in the US despite a major information leak.

Case Study

This case study shows how Headspace, an Australian youth mental health foundation, successfully tackled cyber bullying by putting in place a social media rewording tool.

Case Study

This case study shows how Batelco, a mobile network, successfully stole its competition's customers with a simple real-time social media response campaign in Bahrain.

Case Study

This case study shows how news publication The Economist successfully sublimated its global target audience using a careful paid social strategy.

Case Study

This case study shows how DNB, a financial services brand, increased brand awareness in Lithuania by using a local news story to engage its audience in a more humorous way.

News

LONDON: The shopping experience at Argos is undergoing a transformation under new ownership, and the UK retailer aims to achieve a similarly dramatic shift in consumer perceptions with its latest advertising.

Article

This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store.

Article

This article considers the advent of live-streaming - most visibly launched with Facebook Live in the past year - and what brands can do to ensure they use it correctly.

Article

This article looks at how communicators can use the ubiquity of mobile to reach people in the micro-moment of decision-making, enabling them to motivate and facilitate behaviour change and improving the lives of individuals and of society.

News

NEW YORK: Twitter has announced a number of live-streaming deals, including a partnership with Bloomberg Media to create a new live streaming news network.

Article

This event report outlines how Hasbro, the toy manufacturer, has used livestreaming to engage consumers.

News

LONDON: Argos, the UK catalogue retail chain, plans to promote its broad range of products and same-day delivery convenience with a TV campaign, supported by social media, that it claims is a world first.

Article

This article presents four steps brands can take to ensure they succeed with moment marketing through social media, as they engage with potential customers, often in conjunction with TV viewing.

Article

This article examines how mobile usage is growing exponentially, so brands should ensure that they are present for each micro-moment of the customer journey, making the experience optimised and in sync.

Article

This article introduces a series of papers analysing how the rise and rise of smartphones has radically changed advertising, offering new opportunities for brands to engage in mobile moments.

Article

This article outlines what marketers must do to reach consumers in the short moments available to them, with case studies that include successful campaigns from adidas, MINI and Purdey's.

Case Study

This case study details how Netflix, a video streaming service, used an unusual political situation and Twitter to market its House of Cards political drama in Argentina.

Case Study

This case study details how Canon, the camera manufacturer, increased brand engagement in the United States.

Article

This event report outlines how marketers can adapt to the growing fusion of media, advertising and technology, based on insights from research firm Ipsos.

Article

This article explores the consumer trends set to shape marketing in China for 2017, including the sharing economy, chat bots, data-driven personalization and live video streaming.

Case Study

This case study describes how food giant McDonald's moved away from the €1 battle going on in traditional media between the quick-service restaurants in Spain and created a multichannel piece of branded content to appeal to foodies.

Case Study

This case study describes how toy manufacturer Hasbro turned a viral phenomenon featuring its Star Wars Chewbacca mask into a 360º communication on TV and social networks in Spain.

Case Study

This case study describes how the Dutch-speaking Belgian radio station Studio Brussels capitalised on Dave Grohl's broken leg, an injury sustained in Gothenburg, cancelling the rest of the Foo Fighters' upcoming tour dates, including Rock Werchter, Belgium's biggest rock festival.