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Entries from Digital Intelligence tagged with "brands"

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Global ad spend by sector for Q3 2012

This chart shows the ad spend market share for 11 sectors. FMCG ad spend contributed to over a quarter of all ad dollars spent over the analysed period (25.1%). The sector with the lowest overall share was clothing and accesories with 3.3%.

Global ad spend by sector for Q3 2012. This chart shows the ad spend market share for 11 sectors. FMCG ad spend contributed to over a quarter of all ad dollars spent over the analysed period (25.1%). The sector with the lowest overall share was clothing and accesories with 3.3%.

13/02/2013  |  Full story...

LBi and Digitas to merge after Publicis buy

US-based agency Digitas is merging with Dutch agency LBi, as parent company Publicis looks to consolidate its global digital marketing network.

12/02/2013  |  Full story...

Social media strategies: Brands ‘failing to reach key influencers online’

Just 11% of US corporate social media ad budgets are targeting blogs and influencers online, where 86% of their key influencers are found, according to new research.

08/02/2013  |  Full story... renamed as ‘AOL Networks’ Group has officially been renamed AOL Networks, after being bought by the internet media giant back in 2004.

06/02/2013  |  Full story...

Affiliate marketing can get '£11 return for every pound spent’- IAB

Affiliate marketing is generating £11 in sales for every pound spent for brands, according to a new report from the IAB.

04/02/2013  |  Full story...

Video viral of the week: Tiger Woods returns to Nike… and gets 7m YouTube views

As Lance Armstrong falls from grace (and Nike’s sponsorship roster), another controversial sporting figure has made a return to the sports brand's video ads. Tiger Woods battles Rory McIlroy in this humourous golfing tee-off where ‘no cup is safe’. See why it’s our video viral of the week below...

22/01/2013  |  Full story...

Chicago Town pizza ties on pack promitions with online campaign

Food brand Dr Oetker has teamed with to run a new campaign to promote its Chicago Town pizza’a both on-pack on online.

22/01/2013  |  Full story...

Coca-Cola and Unilever sign up for ‘emotional measurement’ analytics

Two FMCG giants, Coca-Cola and Unilever, have signed up to research agency Millward Brown’s ‘facial coding software’ to measure the impact of their advertising.

21/01/2013  |  Full story...

Twitter case study: Waitrose tweet contest- PR disaster or triumph?


A Twitter campaign from Waitrose became the subject of ridicule during September 2012, once again sparking the debate as to whether there’s ‘no such thing as bad publicity’ on social media. The supermarket invited Twitter customers to finish the sentence ‘I shop at Waitrose because…’, asking them to include the hashtag “#WaitroseReasons”. Most of the tweets made fun of Waitrose’s prices and its upmarket image. This case study examines the risks and rewards of running hashtag-based social media campaigns...

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Brand: Waitrose | Country: UK | Sector: Retail, Supermarket | Format: Twitter, social media

16/01/2013  |  Full story...

Twitter case study: Toyota offers sweets for tweets


To promote its new Etios car in South Africa, Toyota promised to make people smile. The Sweets for Tweets installation, created by HelloComputer and ThingKing, did just that by rewarding virtual smile tweets with real-life candy via a Wonka-like contraption. The campaign matched the new Toyota Etios tagline, “Here to make you smile”, promoting a positive brand message and putting the car across as a fun machine to drive.

YouTube case study

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Brand: Toyota | Country: South Africa | Agency: HelloComputer, ThingKing | Sector: Retail, Automotive | Format: Twitter,Mobile, social media

16/01/2013  |  Full story...

Social media case study- Beauty retailer Sephora mixes in-store, mobile and online to build brand love


Looking for a retail brand who has made best use of digital media to enhance the shopping experience? Then look no further than Sephora. This US-based beauty retailer has been incredibly savvy at seamlessly integrating all the latest web, social and mobile media platforms with the physical store to drive customer engagement and sales. They have cleverly leveraged social media – through Facebook, Twitter and more recently Pinterest – to build an on-going dialogue with a large and loyal online fan-base of beauty lovers. They have developed mobile, tablet and in-store digital media platforms to interweave the online / offline shopping journey.

16/01/2013  |  Full story...

Case study: How Parle Agro used Twitter to track stock, meet demand and engage with consumers


Supply and demand can be a tricky balancing act, but Indian snack-brand Parle Agro made smart use of Twitter as a way to gauge which stock to order next. Parle used Twitter to track stocks with consumers tweeting in about non availability of the baked snack Hippo. At zero cost Parle was able to replenish the stock in hours and keep the consumers updated about the availability of the snack. The campaign led to 76% increase in sales with few months of launch. The number of people tweeting was equivalent to 50% of sales and distribution network for Hippo. The campaign also helped Parle identify key markets and potential markets for Hippo.

YouTube case study Hippo Twitter strategy

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Brand: Hippo | Media: Twitter | Country: India |Sector: FMCG | Agency: Creativeland Asia| Format: Twitter

16/01/2013  |  Full story...

Sweden Institute uses Twitter to reposition the country and get free PR worth $20m


The Sweden institute used Twitter and citizens of Sweden to communicate and position Sweden as a progressive country. The image of Sweden is built with tweets as a dynamic, innovative and deeply human country. The campaign resulted in 26,000 followers from 120 countries in six weeks. The case featured in all major media globally for a PR value above $19,800,000.

Case study | Twitter campaign | Rotation Curation | Cannes Lions awards page

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Brand: Swedish Institute | Country: Sweden| Sector: Travel & Tourism | Objective: build brand engagement | Agency: Volontaire Stockholm


Case study: Special K creates earned media around new product launch with pop-up Tweet Shop


Special K found a great way to generate online conversation / earned media around a new product launch. As part of the launch of their new Cracker Crisp product range the brand set up a temporary shop in London’s Soho and asked visitors to use Twitter in order to receive a free sample. All they had to do was post a positive message about the new product on Twitter including the hashtag #tweetshop and the product sample was theirs. This innovative way to bridge the physical and digital via the imaginative use of social media and smartphones meant that the launch received a great deal of online PR and buzz.

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Brand: Special K | Country: UK | Sector: FMCG, Food and Beverage | Format: Social Media, Twitter, PR


Case study: Klondike ice-cream creates a Twitter-based comedy competition to generate earned media


To engage with their young adult male target audience around comedy, and to create and spread positive earned media around the brand, ice cream brand Klondike created a campaign with Twitter at its heart. The Twitterverse audience was asked, through a video call-to-action from the comedian Rob Delaney, to post a funny joke on the social media platform in less than 140 characters. The competition, over a number of weeks, generated much interest and excitement from the online fan base.


More on this Case study …
Brand: Klondike | Country: US | Sector: FMCG, Food and Beverage | Format: Social Media, Twitter


Case study: How Allen Solly used Twitter to launch new collection and engage with consumers


Allen Solly used a Twitter- powered billboard to attract and engage with users to launch a new clothing collection. The billboard houses 52 shirts, each arranged with a solenoid and the new collection graphic behind it. With every tweet, a random solenoid would inch forward, helping to randomly punch the shirts from the billboard, revealing the new collection whilst rewarding the tweeter who knocked it off the wall with a sample. There were 10 hashtags, and the first five people to tweet with the right hashtag won a shirt from Allen Solly's latest collection.

More on this case study…
Brand: Allen Solly| Sector: ecommerce | Objective: build brand engagement | Format: Twitter powered Billboard | Agency: Ogilvy India


ITV rebrands with new logo and channel names

Broadcaster ITV has launched a major rebrand, including a 'colour-shifting' new logo and new identities for all five of its channels, including ITV1 changing to just 'ITV'. The new global identity is part of ITV’s ‘Transformation Plan’ and the brand feels the new look will unify the brand internationally. The new look has been introduced across ITV and all six ITV Studios production offices around the world, along with ITV's online and on-demand products including ITV Player.

15/01/2013  |  Full story...

Facebook's new 'local' ranking: Winners and losers revealed

A tool that shows Facebook's newly released local data sees Disneyland and Walt Disney drop out of the top ten US Facebook Pages. Social media analytics firm Socialbakers has released Facebook data that changes the rankings of the top US pages according to number of fans. Recently made available to developers, Facebook Local Page Ranks breaks down the total number of fans by country and allows for comparison with Facebook pages.

15/01/2013  |  Full story...

Technology brands ‘spending less time on social media’

The number of technology brands using Twitter and Facebook fell during 2012, with engagement levels dropping leading brands continue to use social media, but only 10% actually engaging, according to new research. The study, from EML Wildfire, indicates that the UK’s fastest growing technology companies are continuing to miss out on the potential of social media by failing to engage with their audiences. Despite continued numbers of tech companies using social media channels, the number of brands that are actually building two-way conversations has fallen in the past twelve months.

11/01/2013  |  Full story...

Xbox reveals 37% engagement with ‘Nuads’ video format

Microsoft has unveiled the engagement results of its NUads interactive video poll format, indicating that more than a third of viewers engaged with the ads when prompted. Nuads rolled out earlier in the autumn of 2012 on Xbox LIVE in the US, Canada and the UK.

09/01/2013  |  Full story...

Coca-Cola uses mobile and social to get Olympic gold

Coca-Cola launched its largest digital effort ever this year with its “Move to the Beat” campaign for the Summer Olympics across 100 countries. M&C Saatchi Sport and Entertainment talks through its year-long campaign for Coca-Cola, designed to bring teens closer to the London 2012 Games. This case study looks at a campaign which generated in112 million impressions around the world.

09/01/2013  |  Full story...

20 biggest marketing blunders of 2012

Everyone makes mistakes- but some mistakes are bigger than others. From Apple's wonky maps to Yahoo's boss being fired over alleged 'fake CV claims'- this year saw plenty of high-profile digital disasters. As part of our 2012 review, we salute those campaigns, companies and people that slipped up in spectacular fashion- providing ample warning to us all to sanity-check digital strategies, proof-read hashtags and always use common sense...

18/12/2012  |  Full story...

Brands need to target consumers online ‘before they do their weekly shop’

A new survey indicates that brand marketers need to reach shoppers before the store as consumers actively seek promotions when planning their weekly shops. Coupon firm UK & Europe has surveyed over 100 client-side and agency-side brand marketers attending The Grocer Marketing, Advertising and PR Awards 2012, and over 1000 primary shoppers, to establish where and when marketers should focus their marketing spend.

14/12/2012  |  Full story...

Ecommerce strategies: Loyalty beats price for 57% of online shoppers

Over half of UK shoppers remain loyal to their favourite websites despite lower costs elsewhere, according to new research looking at ecommerce strategies. The majority (57%) of online shoppers in the UK prefer to shop from a handful of their favourite websites rather than shopping around for the best price, according to research from e-commerce and digital marketing solutions provider EPiServer.

14/12/2012  |  Full story...

Viewable impressions – should be welcomed by the industry, but with caution

Julian Smith considers the growing buzz around the ‘viewable impression’ metric and reasons why for most in the industry it seems like a natural step in the evolution and growing maturity of online advertising.

13/12/2012  |  Full story...

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