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B2B brands adopt more and more characteristics of consumer marketing, while B2C companies steal a page or two from the business marketing playbook.

This Insight Brief shares how marketers can develop and fine-tune their content marketing strategy for 2020 and beyond.

A focus on niche subjects and unique customer experiences is helping indie bookshops in the fight to survive in the age of Amazon.

Nike promoted its Air Max 720 shoes by providing Chinese young people with support for their creative pursuits.

Pizza Pizza found a way to remain competitive and turn around its sales decline through a new promotion targeting the late-night pizza-hungry crowd.

To reach its target audience, push past competition, and raise the BMW 8 Series to the top of consumers’ consideration set, BMW created a campaign that showcased the luxury experience through a mobile-first approach.

McDonald’s transformed french fries and paper tray liners into music playlists through a partnership with Spotify.

Cadillac reimagined the process of announcing a new model through a mobile and social-first approach that increased brand awareness and created excitement among fans and followers for the CT5.

Knorr encouraged Filipinos to cook rather than eat out or order in by providing recipes and cooking guidance directly to their phones.

Fanta described how it created a voice-controlled game to promote its soda.

Avon appealed to a young and digitally-savvy target by creating an eight-hour makeup tutorial on YouTube.

To prevent Vietnamese children from getting cavities, P/S created a 21-day augmented reality adventure to make brushing teeth fun and instill the habit of brushing twice a day.

Toothpaste brand P/S wanted to improve kids’ oral health and launch a new product line specifically catered to the oral care needs of children.

To enhance viewership of cricket, Foxtel capitalized on AI technology to create a “predictive commentator” that alerted fans when critical moments were poised to emerge in the course of a 30-hour match.

To connect with stressed millennials, challenger sparkling water brand bubly partnered with celebrities to create silly, playful content.

Doritos marketed a new product with a mobile game that allowed users to interact with a virtual environment by tapping their screens.

Biti’s Kid shared how it developed a mobile app that allowed parents to track their children’s activity levels to promote healthy lifestyles.

Online dog food company Güd wanted to increase its brand awareness and help Brazil’s largest rescue center secure as many dog adoptions as possible.

To engage its fan base and increase sales, Nutella created a promotional campaign where customers could enter to win prizes via a mobile app.

To show off the most innovative features of Samsung’s latest smartphone, the brand had Jimmy Fallon film an episode of his late night talk show on it.