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Case Study

This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

Case Study

This case study explains how Plume Labs, a technology company, used pigeons wearing tiny air quality monitoring back-packs and social media to raise awareness of air quality issues in London, and raise investment for a new wearable technology.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Case Study

This case study explains how MEDCOM, a TV channel in Panama, promoted a local news segment by focusing on potholes and social media.

Case Study

This case study shows how Heinz, a condiments brand, used small wiener dogs in hotdog costumes to promote its condiments during the US Super Bowl.

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.

Case Study

This case study shows how WildAid, a wildlife NGO, decisively changed the fate of the global ivory trade through a large-scale social media campaign.

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 explores how HORNBACH, a German DIY store, launched a national campaign in Germany and Austria, to represent male bald patches as a crown of glory and symbol of masculinity.

Article

This event report looks at how Toyota, the automaker, used Twitter to engage consumers during the Daytona 500, the biggest event on the NASCAR racing calendar.

News

LOS ANGELES: Toyota, the automaker, has successfully demonstrated how to connect with NASCAR racing fans by using Twitter as an engagement driver.

Research Paper

This paper describes a project that used artificial intelligence to extract insights from conversations on Twitter about two political events in 2016: the US presidential election and "Brexit", the UK's withdrawal from the European Union.

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".

Case Study

This case study describes how car manufacturer Nissan used behavioural trends, and attitudinal attributes of the audience's engagement via visual and video content to launch its GT-R marque in India.

Case Study

This case study describes how Cigna, the US health insurer, used the fictional TV Doctors of America to promote both its offering, and to encourage preventative care.

News

SINGAPORE: Twitter, the messaging service, believes the relatively undeveloped state of social data and analytics in Asia-Pacific means it can offer added value to brands and agencies in the region.

News

NEW YORK: President Trump's propensity for tweeting about anything from developments in reality TV to criticisms of specific companies and brands is leading to a surge in a new business area for PR agencies.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 313m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Case Study

This case study describes how EQ Bank, a digital bank, successfully launched in the Canadian market.

Case Study

This case study details how Ovarian Cancer Canada, a non-profit cancer organisation, raised awareness of ovarian cancer through its Ladyballs campaign.

Case Study

This case study describes how Kellogg's, a cereal manufacturing company, used one of its brand differentiators to reinvigorate its Rice Krispies brand in Canada.

News

NEW YORK: Donald Trump's explicit endorsement via Twitter of a privately held Maine retailer, coupled with campaign donations from a family member, has left marketers wondering how best to deal with being name-checked by the president-elect.

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 Nascar, an American racing league, increased engagement for its The Daytona 500 race through Twitter.

Case Study

This case study describes how Unilever, a consumer goods company, drove engagement for its Dove personal care brand by attacking sexism in the media.