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Global Media Spend Forecast To Reach $2.1 Trillion In 2019, Study Reveals

December 13, 2015: 12:00 AM EST
Spending on media worldwide is expected to expand at a compound annual growth rate of 5.1 percent from $1.6 trillion in 2014 to $2.1 trillion in 2019, according McKinsey and Company. Spending on digital media platforms is forecast to account for more than 50 percent of overall media spending by 2019, data from the market research firm revealed. With digital advertising, Internet and mobile combined, will become the largest advertising category by 2017, overtaking TV a year earlier than previously forecast. Mobile advertising will growing more than twice its share of the total digital advertising market. Growth in digital advertising is partly due to the increasing number of connected consumers, expansion of mobile telephony, and growing mobile broadband adoption.
Moinak Bagchi, Sonja Murdoch, and Jay Scanlan, "Global Media Report 2015: Global Industry Overview", McKinsey & Company, December 13, 2015, © McKinsey & Company
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Omo Vietnam's Video Ad Is Asia's Most Viewed Video In 2015, YouTube Says

December 13, 2015: 12:00 AM EST
Unilever brand OMO’s music video featuring Vietnamese celebrity Son Tung topped the list of Asia’s most viewed videos on YouTube, according to the video-sharing website. YouTube usage in Vietnam grew 120 percent in 2015, data from the website revealed. Data from YouTube also revealed that video ads longer than 60 seconds tend to result in higher consumer engagement.
"Omo Vietnam’s 5-minute music video tops YouTube APAC ranking of best ads of 2015", mUmBRELLA, December 13, 2015, © Mumbrella Asia Pte Ltd.
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Olay Launches Ageless Campaign

December 11, 2015: 12:00 AM EST
Olay launched its Ageless marketing campaign, which combines advances in skincare research with insights into changes in women’s views on aging. Results of its survey revealed eight of 10 women said they think chronological age will continue becoming less relevant. Seeking to promote conversation about the issue of aging in women, the campaign lets Olay users upload their testimonials and photographs on Facebook. Also, Olay is undertaking its Multi-Decade and Ethnicity Study, which focuses on skin aging.
"Ageless: How Olay Scientists Are Uncovering the Secrets to Younger-Looking Skin", Procter & Gamble, December 11, 2015, © Procter & Gamble
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Lancome Launches Social Media Campaign In US Market

December 10, 2015: 12:00 AM EST
Cosmetics brand Lancome launched a social media-enabled marketing campaign in the United States. Featuring videos depicting a Parisian woman and some of her daily events as she prepares for the holiday season, the campaign aims to give American consumers a chance to experience French culture. Lancome started the campaign on December 1, 2015, with videos posted daily on the brand’s Instagram and Facebook accounts.
Sarah Jones, "Lancome leads into the holidays with whimsical countdown", Luxury Daily, December 10, 2015, © Napean LLC
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Puffs Partners With Vanessa Lachey For Flu-Free Holidays

December 9, 2015: 12:00 AM EST
Procter & Gamble’s Puffs brand of paper tissues launched a marketing campaign featuring celebrity mom Vanessa Lachey. Launched in time for the cold and flu season, the campaign highlights the role that mothers play when their family members are sick. Results of a survey by Puffs and Wakefield Research revealed 1 in 4 adults in the United States are more likely to call their mom when they are sick. In order to survive the colder months and maximize the holidays with her family, Lachey said she makes sure to include an outdoor activity during the season and to get the whole family involved in the preparation.
"Vanessa Lachey Teams Up With Puffs® to Face Cold & Flu Season", Procter & Gamble, December 09, 2015, © Procter & Gamble
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Procter & Gamble Names Omnicom Group Media Agency For North America Market

December 7, 2015: 12:00 AM EST
Procter & Gamble awarded the bulk of its media-buying and planning account in North America to Omnicom Group. Marking one of the biggest media reviews of 2015, the deal will see Omnicom’s Omnicom Media Group handling media planning and buying tasks for most of the company’s product categories. Dentsu Aegis Network’s Carat, one of P&G’s current media agencies, will handle the rest of the product categories.
Nathalie Tadena and Suzanne Vranica, "Omnicom Wins Bulk of P&G’s North America Media Buying and Planning", The Wall Street Journal, December 07, 2015, © Dow Jones & Company, Inc
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Unilever's Degree Deodorant Brand And NBA Star Stephen Curry Extend Endorsement Deal

December 7, 2015: 12:00 AM EST
NBA star Stephen Curry and Unilever’s Degree deodorant brand agreed to extend their partnership until 2017. Curry, generally acknowledge as one of the league’s top basketball players today, agreed to continue playing a leading role in the brand’s marketing campaigns. Started in 2014, the partnership has seen Curry appearing in various campaigns promoting the brand including national broadcast advertisements and social, digital, and online campaigns.
"Stephen Curry And Degree® Deodorant Renew Multi-Year Partnership", PR Newswire, December 07, 2015, © PR Newswire Association LLC
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Unilever Recognizes Changes In Modern Men's Concept Of Masculinity

November 26, 2015: 12:00 AM EST
Unilever adjusted its marketing efforts aimed at men, recognizing the changes in men’s interest in personal grooming and personal style, according to the company’s senior director of brand development for men’s grooming, Matthew McCarthy. For example, Unilever’s Dove Men+Care brand chose to feature real fathers in online marketing content highlighting moments of fatherhood often ignored by others. Also, the company launched the #RealDadMoments social media campaign to highlight changes in modern masculinity. To reach male consumers, AXE employs social media, with particular focus on the mobile platform. McCarthy cited AXE’s launch of an omnichannel campaign in 2015 to highlight its grooming and style credentials among men, change band perception, and reach an older, more discerning user base.
Brittany Waterson , "Modern Masculinity: 5 Questions with Unilever’s Matthew McCarthy", Brandchannel, November 26, 2015, © Brandchannel/Interbrand
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Hispanic Consumers Prefer To Stick With Familiar Brands

November 24, 2015: 12:00 AM EST
Hispanic consumers in the United States tend to avoid uncertainties, preferring to buy brands they are familiar with, according to a study by Geometry Global. Data from the market research firm revealed advertisers should remember that Hispanics can switch between their Latino cultural codes and the American culture elements they have adopted. Unlike American mothers who tend to stick to their shopping list, Hispanic moms are more open to unplanned purchases and are more open to discovery. Hispanics are more focused on the “now,” driven perhaps by the fact that most of them are Catholics. Also, Hispanics have a collective cultural value, unlike the other cultures in the United States.
"Understanding the Hispanic shopper", Media Life Magazine, November 24, 2015, © Media Life Magazine
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Olay Launches Social Media Campaign For Olay Total Effects Line Of Skincare Products In China

November 24, 2015: 12:00 AM EST
Procter & Gamble’s Olay skincare brand lunched the “Be Spendthrift No More” social media campaign for its Olay Total Effects line of anti-aging moisturizers in China. Developed in partnership with Lauyeah Production and Strategic Communications Consultants, the campaign began with an online video showing eight women testing a product, with its brand unrevealed, and then were asked to guess its price. Also featuring Facebook posts, the campaign combines online and offline elements, running simultaneously with an outdoor event at Causeway Bay.
Jennifer Chan, "Olay rejuvenates brand via aggressive digital transformation", Marketing-Interactive, November 24, 2015, © Marketing-Interactive.com
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Nordstrom, Sephora Go The Simple Path To Social Media Success

November 23, 2015: 12:00 AM EST
Retailers Nordstrom and Sephora found success with their respective social media campaigns during the period November 1–18, 2015, according to Shareablee. Results of the company’s review of retailers’ social media actions on Facebook, Twitter, and Instagram during the period revealed Nordstrom and Sephora used a simple strategy, often involving product photographs, but quite effective in ensuring consumer engagement. For example, a photograph of a sweater posted by Nordstrom on Twitter generated thousands of views and shares.
Christopher Heine, "How Nordstrom and Sephora Are Nailing Social Media Going Into Black Friday And doing it with a simple strategy ", Adweek, November 23, 2015, © Adweek
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PepsiCo Flexes Its Social Media Muscle With Halloween Cheetos Prank

November 19, 2015: 12:00 AM EST
PepsiCo and smartphone food delivery app Caviar tried a Halloween marketing trick designed to boost awareness of Frito-Lay Cheetos and the app itself. The idea was to videotape the arrival of the Caviar food delivery – along with trickster Cheetos mascot Chester Cheetah – at unsuspecting customer residences, along with free samples of Cheetos. The customers’ startled reactions were then posted to social media sites. It’s not known whether there was any customer backlash, but the idea was to build Caviar name recognition while promoting the snack. An industry observer called it a “perfectly timed scare promotion” and “a great way to create that viral component that has shareable components."
Brielle Jaekel, "Cheetos scares Caviar users in trick-or-treat video series", Mobile Marketer, November 19, 2015, © Napean LLC.
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Nivea Launches Marketing Campaign In South Korea

November 19, 2015: 12:00 AM EST
Skincare brand Nivea launched a marketing campaign in South Korea. Taking place at select E-Mart branches and drugstores until January 2016, the event lets customers put personal photographs on the caps of Nivea cream’s tin packaging.
Sohn ji-young, "Nivea holds tin can cream photo engraving events", Korea Herald, November 19, 2015, © Herald Corporation
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P&G Launches Marketing Campaign For Dynamo Laundry Detergent Brand In Malaysia

November 18, 2015: 12:00 AM EST
Procter & Gamble’s liquid detergent brand Dynamo launched a marketing campaign in Malaysia. Developed in partnership with agency Menara Kuala Lumpur, the campaign calls on local consumers to re-imagine the way they do their laundry. Part of the campaign involved a stunt featuring two long strings of T-shirts hanging across the KL Tower building in the country’s capital. According to the brand, it only takes a bottle of 2L Dynamo Power Gel to wash that amount of clothes.
Rezwana Manjur, "Would you voluntarily air your dirty laundry in public? Well this brand did", Marketing Interactive, November 18, 2015, © Marketing-Interactive.com. Lighthouse Independent Media Pte Ltd.
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Target Launches First Ad Campaign Aimed At Hispanic Consumers

November 18, 2015: 12:00 AM EST
Target launched the #SinTraduccion, the retailer’s first advertising campaign focused exclusively on Hispanic consumers in the United States. Census data showing Hispanics accounting for one in six people in the US convinced Target to launch the campaign, according to SVP of marketing Rick Gomez. Highlighting Hispanic moments that cannot be translated into English, the campaign helped create deeper interaction with the target audience. Also, it has helped Hispanic customers see Target from the perspective of their own traditions and experiences, Gomez said.
"Target Taps into 'Untranslatable' Moments for US Hispanic Campaign", eMarketer, November 18, 2015, © eMarketer Inc.
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Reckitt Benckiser Launches Marketing Campaign For Dettol Brand In UK

November 17, 2015: 12:00 AM EST
Reckitt Benckiser launched a marketing campaign for its Dettol brand of cleaning products in the UK. With a budget of £1.7 million, the campaign highlights the brand’s reputation based on its proven ability to kill the cold and flu virus. Also, the company is introducing a new and stronger formula for the Dettol Surface Cleanser.
"UK: Reckitt Benckiser Kicks Off New £1.7m Dettol Winter Campaign", KamCity, November 17, 2015, © EMR-NAMNEWS Ltd.
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Unilever Launches Campaign Promoting Line Of Compressed Deodorants

November 17, 2015: 12:00 AM EST
Unilever is launching a marketing campaign to promote the Sure Shower Fresh Compressed Deodorant line of compressed deodorants in the UK. With a £2.5 million budget, the campaign aims to inform consumers that the compressed deodorants last just as long as their larger counterparts. According to Unilever, the format will be extended to include the Dove, Vaseline, Dove Men+Care, and Lynx brands.
Andrew McDougall, "Unilever to up marketing campaign to attract new users to compressed deodorants", Cosmetics Design , November 17, 2015, © William Reed Business Media SAS
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Airwick's Latest Campaign Highlights Scents That Come With Family Memories

November 15, 2015: 12:00 AM EST
Reckitt Benckiser’s home fragrances brand Airwick launched its Give The Gift Of Home campaign. Created by production company Droga5, the campaign features a video highlighting three families from the United States and England. Equipped with a credible and humanity-filled portrayal, the video presents family interactions, celebrations, and small moments as intrinsic with the brand.
Patrick Hanlon, "Airwick Smells Brand Success With New Power Of Scent Campaign", Forbes, November 15, 2015, © Forbes.com LLC™
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Dolce & Gabban Launches Campaign For The One Fragrance

November 12, 2015: 12:00 AM EST
Dolce & Gabbana launched a marketing campaign for The One brand of fragrances. Featuring the actors Scarlett Johansson and Matthew McConaughey, the campaign celebrates family life. Filmed by Brigitte Lacombe, the video highlights the importance of family to the Italian fashion house.
"Dolce & Gabbana gathers at the family table for fragrance ads", Luxury Daily, November 12, 2015, © Napean LLC
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Beauty Brands Catch DTC Train To Reach More Consumers

November 12, 2015: 12:00 AM EST
Beauty brands are increasingly adopting direct-to-consumer methods to sell their products. Driven by growing competition for shoppers’ attention in brick-and-mortar stores and consumer access to brand and product information online, beauty brands are embracing digital platforms and innovations in home delivery channels. DTC also helps create a two-way interaction between brands and consumers, with marketers able to gather data about their consumers and vice versa. L’Oreal has been investing in DTC for several years now, while subscription services, such as Birchbox and Le Parcel are using the platform to keep their customers excited about their products and services.
Nick Dormon, "Direct-to-Consumer Beauty", Beauty Packaging, November 12, 2015, © Penton Media
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Pantene Launches YouTube Campaign For Hong Kong And Taiwan Markets

November 12, 2015: 12:00 AM EST
Procter & Gamble’s Pantene haircare brand partnered with Grey and Google to launch an online video campaign for its Pantene Pro V range in Hong Kong and Taiwan. Aimed at young women, the one-minute videos leverage Google search data for a more focused approach. Pantene uses the first half of each video to offer styling tips, while the second half is focused on delivering a brand message.
Jennifer Chan, "Pantene and Google bring ‘goddess hair’ tutorials to YouTube", Marketing Interactive, November 12, 2015, © Marketing-Interactive.com. Lighthouse Independent Media Pte Ltd
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Birchbox Identifies Type Of Consumers Ignored By Rest Of Beauty Market

November 10, 2015: 12:00 AM EST
Birchbox said it has identified a new kind of consumers, one that the rest of the beauty industry has been ignoring. Results of a comprehensive market segmentation research study conducted by the beauty subscription company in 2014 revealed “some unusual spending habits among its subscribers.” Based on how subscribers interact with beauty products, the company identified eight types of customers. Results revealed more than half of subscribers fall under the “discerning multitasker” category.
Noah Robischon, "How Birchbox Discovered The Beauty Consumer Everyone Else Was Ignoring", Fast Company, November 10, 2015, © Mansueto Ventures, LLC
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Today’s Technologies Thwart The Marketing Message

November 6, 2015: 12:00 AM EST
Modern technologies that allow ad-weary consumers to avoid advertising on TV and online have got marketers very worried. One of the biggest, Unilever, is no exception, as one of its media mavens said in a recent podcast. “We’re having genuine issues over how to reach our consumers,” said Babs Rangaiah. Among the technologies impeding efforts to get the message to potential customers are DVRs and ad blocking. Rangaiah, however, says ad blockers may be a cloud with silver lining. They may get advertisers to improve online ads that create a poor user experience, hog bandwidth and sometimes infect devices with malware. To improve the online ad experience, Unilever works directly with platforms (i.e., Google, Facebook) “to create something that’s fit for purpose for today’s world.”
Brian Morrissey, "Unilever’s Babs Rangaiah: 'There’s a crisis in the ad business.'", Digiday, November 06, 2015, © Digiday
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Unilever Wants Its Money's Worth From Digital Advertising, Mansfield Says

November 5, 2015: 12:00 AM EST
Unilever developed an advanced programmatic advertising strategy in order to get from digital marketing what it is paying for, according to the company’s global VP of media for Europe and the Americas, Sarah Mansfield. She said one of the biggest challenges of her job is the degree of how localized media can be, such as the case with Latin America and other emerging markets and how they differ from the developed countries. Mansfield said the industry has reassured Unilever of full support for its demand that digital ads be seen 100 percent on a web page.
Jessica Davies, "'Our focus in digital is on getting what we pay for': Unilever's drive to lower digital ad waste", Digiday, November 05, 2015, © Digiday
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Unilever Expands Christmas Gift Packs Portfolio

November 4, 2015: 12:00 AM EST
Unilever expanded its Christmas portfolio to include new and updated gift packs covering leading brands, such as Dove, Dove Men+Care, Lynx, and Impulse. Including new packs for the 2015 holiday season, the portfolio will provide retailers with a lineup of gifting products designed to appeal to a wide range of consumers in the UK. Among the gift packages are the Lynx Black washbag gift set, Lynx classic trio, and the Toni&Guy limited edition bag.
"Unilever unveils Christmas gifting range", Talking Retail, November 04, 2015, © TalkingRetail.com
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Amazon Builds A Book Store On Earth

November 3, 2015: 12:00 AM EST
Researcher Mintel says Amazon’s decision to descend from cyberspace to establish an earthly bricks-and-mortar book store in Seattle is a solid sign that consumers want a “personal, in-person” book shopping experience. The irony is that Amazon’s pioneering quick-service, automated online retail innovations may have actually sparked a book customer desire for a more personal shopping experience. Other big online retailers – notably, AT&T, Verizon, and Apple – have had huge success with their bricks-and-mortar stores. Mintel says the consumer craving for experience isn’t going away. Other popular Internet-only brands will likely jump onto the bandwagon.
Emily Groch, "Amazon’s Brick-And-Mortar Debut Speaks To Consumer Demand For Experience", Blog, Mintel, November 03, 2015, © Mintel Group Ltd.
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Walmart Beefs Up Its Smartphone Shopping App In Time For the Holidays

November 2, 2015: 12:00 AM EST
With the approach of the holiday shopping season, and an expected 210 million smartphone shopping visits, Walmart is enhancing its online e-commerce app. The new app will allow shoppers to scan items in the store to build a shopping list. It will also allow online buyers to check in quickly at a local store to speed free pick-up of items purchased on the Web site. Tested at Sam’s Club stores, the company found that it “created a faster, better experience.” It expects that nearly 75 percent of traffic to its Web site will come from a mobile device this holiday season.
Chantal Tode, "Walmart refreshes omnichannel push in anticipation of 210M+ holiday app visits", Mobile Commerce Daily, November 02, 2015, © Napean LLC
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Kleenex Launches SMS-Based Campaign To Increase Sales At Walmart

October 30, 2015: 12:00 AM EST
Kimberly-Clark’s Kleenex brand launched a marketing campaign aimed at boosting sales in Walmart stores. Created in partnership with Snipp Interactive, the SMS-based campaign encourages consumers to take a photograph of their receipt and text it to a designated phone number. Consumers participating in the promotion receives a $5 reward code for a digital movie platform. Walmart shoppers will see stickers on Kleenex products with information on how to join the promotion.
Alex Samuely, "Kleenex unfurls SMS-based campaign to drive sales at Walmart", Mobile Commerce Daily, October 30, 2015, © Napean LLC
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Six Major Shopper Behavior Trends Driving Growth In Latin America's Retail Markets, Study Reveals

October 29, 2015: 12:00 AM EST
Developments in Latin America’s retail markets are driven by six key trends in consumer behavior, according to market research firm Kantar Worldpanel. Data from the report Shopper & Retail Dynamics LatAm revealed market growth varied in the 10 countries covered by the study. Although Latin America posted the greatest growth in retail value at 12.2 percent in the world, growth rates were not uniform, with differences between regions, categories, and channels. In 60 percent of Latin American countries, shoppers reduced their frequency of purchase, with reductions most notable in Venezuela, Brazil, and Bolivia. Latin American consumers are searching for proximity and tradition, with 68 percent of consumers looking to shop near their home and have a good relationship with the seller. In 70 percent of the countries, products with promotions have had a higher growth rate compared with products without promotions.
"Six key trends in LatAm retail and shopper behaviour", Kantar WorldPanel, October 29, 2015, © Kantar WorldPanel
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Online Retailers Let Shoppers Try Products First At Home For Free

October 27, 2015: 12:00 AM EST
Some online retailers have adopted the try-before-you-buy approach to selling their products. Designed to let customers test out products for free at home before deciding whether to want to pay for them, try-before-you-buy offers retailers many benefits. This fulfillment method helps attract new customers, creates an image of having better customer service, and does not come with a lot of business risks. Some of the online retailers using the method include Warby Parker, which sells eyeglasses; True&Co, which sells bras; and Rocksbox, a seller of jewelries.
David Moth, "Four online retailers that offer try-before-you-buy fulfillment", Econsultancy, October 27, 2015, © Econsultancy.com Limited
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Unilever Grabs YouTube Haircare Limelight With How-To Channel

October 15, 2015: 12:00 AM EST
Unilever created a huge presence on YouTube’s haircare universe by launching its All Things Hair channel in 2013. By gathering haircare how-to videos on the online video-sharing site, the company has transformed itself into a trendsetter in the site’s haircare segment, in the process, generating more than 50 million views. Collaborating with Razorfish, Unilever partnered with video bloggers to create the channel, which in six weeks, became the number 1 haircare channel on YouTube.
Jack Neff, "How Unilever Tapped 'I Want That Hair' Moments By Aggregating Blogger Videos", Advertising Age, October 15, 2015, © Crain Communications
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Nivea Launches Campaign Promoting Q10 Firming Body Lotion In Australia And New Zealand

October 14, 2015: 12:00 AM EST
Nivea launched #standfirm, a marketing campaign in Australia and New Zealand for its Q10 Firming Body Lotion. As part of the campaign, the brand released a video featuring lettering artist Georgia Hill and her mother Judy. Described as touching and matter of fact, the video highlights the issue of ageism and how it affects women.
"Nivea launches #standfirm campaign for its Q10 Firming Body Lotion: ageing shouldn’t mean invisibility", Lucire, October 14, 2015, © JY&A Media
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GSK Pushes New Sensodyne Whitening Toothpaste With £1.3 Million TV Campaign

October 13, 2015: 12:00 AM EST
GSK launched a £1.3 million TV advertising campaign to promote its new Sensodyne True White toothpaste. Running for four weeks, the TV campaign aims to highlight the product as a “specialist” whitening product designed for sensitive teeth. Available in Extra Fresh and Mint variants, the toothpaste is 10 times less abrasive than other whitening toothpastes, the company said.
Lisa Riley, "GSK backs new True White toothpaste with £1.3m push", The Grocer, October 13, 2015, © William Reed Business Media Ltd.
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Dove Launches Latest Campaign Promoting Self-Esteem For Young Women

October 13, 2015: 12:00 AM EST
Dove launched the #NoLikesNeeded campaign aimed at helping young women boost their self-esteem. Part of the brand’s Self-Esteem Project first launched in 2004, the campaign’s YouTube ads are expected to be widely viewed like the previous videos were. However, about 75 percent of views received by Dove’s YouTube channel, including those for the most popular video, “Real Beauty Sketches,” have been driven by paid advertising. Dove’s online advertising strategy proves there is no such thing as “viral” videos when it comes to brand-linked videos.
Elisabeth Rosen, "Dove Dollars Boost Self-Esteem Along With YouTube Views", L2 Think Tank, October 13, 2015, © L2 Think Tank
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Nivea, Wal-Mart Partner To Promote Beauty Sales In Mexico

October 8, 2015: 12:00 AM EST
Beiesdorf Mexico partnered with Wal-Mart’s Walmex unit to launch the Beauty Parade 2015 marketing campaign in the country. Aimed at boosting sales of beauty products, the campaign will market Nivea’s products during a sales promotion, which will involve 7,000 multi-branded beauty products sold at discounts as high as 30 percent. Running in the retailer’s 250 stores across Mexico, the campaign will include launches of new products, including body lotions, cosmetics, shampoos, and hair dyes.
Ivan Castano, "Nivea, Wal-Mart Join Forces to Boost Sales in a Flat Market", WWD.com, October 08, 2015, © Fairchild Fashion Media
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Personal Care Brands Revise Social Media Strategies

October 6, 2015: 12:00 AM EST
Personal care brands have adopted significant changes to their social media marketing strategy in the past year, according to market research firm L2. Data from the report Digital IQ Index: Personal Care revealed more than 95 percent of brands in L2’s Personal Care Index are active on Facebook; however, they are posting 40 percent less frequently since the third quarter of 2014. On Twitter, brands are using resonant organic content, which have performed better than commercial posts. Old Spice, Dove, and Degree are among the brands performing well on Twitter.
Elisabeth Rosen , "Personal Care Brands Switch Things Up on Social Media", L2 , October 06, 2015, © L2 Think Tank
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Lush Cosmetics Justifies Use Of Images Of Naked Women In Ad Campaign

October 6, 2015: 12:00 AM EST
Lush Cosmetics defended its use of images of naked women in advertising campaigns in Australia and New Zealand. Upholding a complaint against the ads, the UK Advertising Standards Board said the ads, although not sexually explicit, were in conflict with “community expectations.” Lush Cosmetics said the campaign was aimed at highlighting the “excessive packaging” used for many cosmetics products.
Kirstie McCrum, "Naked women's backsides ruled 'offensive' in advert for Lush cosmetics", The Daily Mirror Online, October 06, 2015, © MGN Ltd, part of Trinity Mirror plc
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Shiseido Seeks To Redefine Brand; Launches Global Marketing Campaign

October 5, 2015: 12:00 AM EST
Japan-based cosmetics company Shiseido plans to launch a marketing campaign aimed at redefining the company’s brand worldwide. Part of the company’s Vision 2020 mid-to-long-term plan, the campaign will highlight elements of contemporary Japan that are considered fundamental to Shiseido’s business image, as seen from a global perspective. In this connection, Shiseido appointed Ruba Abu-Nimah as the company’s creative director. To help consumers understand the respective roles of the company’s products, Shiseido introduced its Defend, Regenerate, Reveal, and Express concepts for protecting and enhancing beauty.
"Shiseido Executes Renovation of the SHISEIDO Brand Based on Empathy to Establish Itself as a Global Marketing Company from Japan", Shiseido, October 05, 2015, © Shiseido Co.,Ltd.
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3D Viewer, Smartphone App Show How Nescafé Is Helping Coffee Farmers

September 29, 2015: 12:00 AM EST
Nescafé has launched an app that turns an Android or iPhone smartphone into a 3D virtual reality viewer with the help of a cardboard headset. Once the Nescafé 360˚ app is downloaded, the smartphone is inserted into a Google Cardboard viewer equipped with two lenses for stereoscopic viewing. The app then transports the user to Brazil’s coffee fields where three 3D videos show how the company is helping coffee farmers “achieve better quality coffee, higher yields and an increased income.” The app was launched in late September to coincide with International Coffee Day. About 10,000 viewers were expected to be distributed.
"Nescafé teams up with Google to offer first virtual reality coffee experience", News release, Nestlé, September 29, 2015
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Dove Releases New Video For Campaign For Real Beauty

September 29, 2015: 12:00 AM EST
Dove launched the latest video for its Campaign for Real Beauty marketing campaign. Aimed at girls who like to change one thing about their physical appearance. Part of the brand’s Dove Self-Esteem Project for girls, the campaign has had its share of controversy. Linked to a program on Pinterest that features resources for helping women address issues that keep girls from developing self-esteem, the video was created by Evidently.
Jack Neff, "See the Spot: Latest Dove Video Shows Every Girl Wants to Change Something", Advertising Age, September 29, 2015, © Crain Communications
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Sun Products' All Laundry Detergent Brand Launches Peanuts Campaign

September 28, 2015: 12:00 AM EST
The Sun Products Corp.’s laundry detergent brand, all, launched a marketing campaign featuring the characters from the Peanuts comic strip. Blue Sky Studios created computer generated imagery for a TV commercial for the campaign. Also, the campaign will include a national consumer promotion that will run online and in-store with many retailers participating across the country. Earlier in 2015, the brand launched an integrated campaign also highlighting the Peanuts characters, including Charlie Brown, Lucy, Linus, and Pig Pen, the world’s most famous dirty kid.
"all® Sponsorship of Peanuts® Kids Everywhere Moves Into High Gear In Advance of Blockbuster Peanuts Movie", Business Wire, September 28, 2015, © Business Wire
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Millennials Are Out There, But Brands Are Having A Hard Time Getting Their Attention

September 27, 2015: 12:00 AM EST
The Millennial generation – roughly 18 to 34-year-olds – are a tough, but much-desired,  market for the brand advertising community. Millennial consumers are young, influential, are getting married and having children, have discretionary income, are buying houses and cars, and are choosing the brands they’re likely to stick to for the rest of their lives. The problem is, they just don’t focus much on traditional media – TV, newspapers, magazines -- where traditional ads appear. They skip or block ads on the digital media where they spend a lot of their time. As one advertising consultant advised, “Everything you know about advertising — chuck it.” Tactics being tried in this brave new world include emojis, smartphone apps, and eye-catching special events.
Sydney Ember, "Brands Woo Millennials With a Wink, an Emoji or Whatever It Takes", The New York Times, September 27, 2015, © The New York Times Company
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Christian Dior Introduces Latest Addition To J'adore Fragrance Line

September 25, 2015: 12:00 AM EST
Christian Dior launched its J’adore Touche de Parfum fragrance product. Announced on September 23, 2015, via a story published on the brand’s online magazine DiorMag, the perfume is the latest addition to the J’adore fragrance line. To help promote the product, Christian Dior launched a multimedia campaign, which includes social media events and features celebrity endorser Charlize Theron.
Jen King, "Dior redefines fragrance application for consumer exploration boost", Luxury Daily, September 25, 2015, © Napean LLC.
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Unilever Launches Campaign To Promote Hand Washing In Malawi

September 24, 2015: 12:00 AM EST
Unilever Malawi launched a campaign aimed at promoting hand washing among primary school pupils in the country. Highlighting the company’s Lifebuoy soap brand, the campaign was launched at the Namiwawa Primary School. According to Unilever Malawi assistant brand building manager Nita Musyani, the campaign will also cover children in 15 schools across the country.
Jeromy Kadewere, "Malawi: Unilever Malawi Launches Lifebuoy School Competition", All Africa, September 24, 2015, © Nyasa Times
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Ulta Launches Marketing Campaign In United States

September 22, 2015: 12:00 AM EST
Beauty retailer Ulta launched a marketing campaign aimed at promoting its brand and driving consumer awareness in the United States. Acknowledging that U.S. consumers are generally not aware of the brand, the company is spending a significant amount of money on TV advertising. As part of the campaign, the company aims to position itself as a “fun alternative” to rival Sephora, which is widely accepted as “sleek and chic.” Ulta, the country’s largest beauty retailer, reported $3.2 billion in sales for fiscal year ending January 31, 2015, with net income rising from $71 million to $257 million.
Kim Bhasin, "Can America’s Biggest Beauty Retailer Take On Sephora?", Bloomberg, September 22, 2015, © Bloomberg L.P.
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Procter & Gamble Launches Campaign Promoting Hispanic Heritage Month

September 19, 2015: 12:00 AM EST
Procter & Gamble launched the “I am a modern Latina” campaign to mark the Hispanic Heritage Month, which runs from September 15 to October 15, 2015. P&G created a video featuring three women and celebrating the “strong, successful woman” who is proud of her cultural roots. In 2011, P&G launched Orgullosa, an online platform for Latina women, to encourage bicultural Latinas to network via an online community.
Katie Dupere, "'Proud to be me': New ad campaign aims to inspire modern Latinas", Mashable , September 19, 2015, © Mashable, Inc.
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Nestlé Seeks Advice On Digital Transformation From Young Mentors

September 17, 2015: 12:00 AM EST
Nestlé believes that its older employees need to better grasp today’s social media trends and technologies if the company is ever going to reach younger generations like Millennials. So what better way to educate those C-level executives – and speed the company’s digital transformation – than by a “reverse mentoring” plan involving social media-savvy young people? The CEO of Nestlé’s Germany division, Beatrice Guillame-Grabisch believes the initiative will help its executives understand “different perspectives from different generations.” Guillame-Grabisch herself has a female mentor in her twenties.
Natalie Mortimer, "How Nestlé is tapping into the millennial mind by embracing reverse mentoring", The Drum, September 17, 2015, © Carnyx Group Ltd
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Ad Spending In United States Declines In 1H And 2Q 2015

September 16, 2015: 12:00 AM EST
Advertising expenditures in the United States declined 3.9 percent to $38.0 billion in the second quarter of 2015, according to market research firm Kantar Media. For the first half of 2015, ad spending dropped by 3.9 percent, data also revealed. Of the 22 media types monitored by the company, 15 showed reduced ad spending during the second quarter, which was consistent with the trend involving ad budgets shifting to unmeasured digital platforms. Network television was the only media type to showed growth, with expenditures rising 1.0 percent. Cable TV dropped 5.1 percent, with ad revenue hampered by reductions from leading categories, including automobile makers, motion pictures, and telecommunications.
"U.S. Ad Expenditures Declined 3.9% in Q2 2015 To $38 Billion", Kantar Media, September 16, 2015, © Kantar Media
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Just For Men Launches Social Media Campaign

September 9, 2015: 12:00 AM EST
Just for Men launched a social media campaign for its line of hair coloring products for beards. As part of the campaign, which features sports announcers Keith Hernandez and Walt Frazier, men are encouraged to upload photographs of their beards through a designed-for-mobile website and social media sites. Also, the campaign highlights humor related to facial hair, with social media users encouraged to share photographs using the hashtag #Beardspotting.
Brielle Jaekel, "Just for Men makes furry social media appeal celebrating beards", Mobile Marketer, September 09, 2015, © Napean LLC
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L'Oreal Adopts TubeMogul's Platform For Video Advertising In The United States

September 9, 2015: 12:00 AM EST
L’Oreal USA selected TubeMogul as one of its preferred partners for video advertising in the United States. As part of the partnership deal, L’Oreal USA will use TubeMogul’s automated software platform to plan, buy, measure, and optimize video advertising in the U.S. market. L’Oreal, which owns more than 30 iconic brands, such as Urban Decay, Georgio Armani, and Maybelline New York, first launched TubeMogul-based campaigns in 2014.
"TubeMogul Announces Partnership with L’Oréal USA", TubeMogul, September 09, 2015, © TubeMogul Inc.
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