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益普索觀點 — 了解 YouTube 連網電視的角色： 線下行動及行為轉變
隨著媒體消費習慣的轉移，人們正逐步棄用有線電視，轉而選擇新式的媒體體驗，同時也重新塑造了廣告對消費者行為的影響力。本文將探討傳統電視與連網電視上的廣告曝光差異，並闡述 YouTube 廣告是如何驅動消費者的線下行為及行為改變。
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益普索觀點 — 永續廣告：如何利用同理心與可信度提升品牌心佔率
益普索的研究顯示，高達60%的消費者正準備跨越障礙，選擇更綠色的生活方式。本文使用益普索的 Creative Spark 分析了七則廣告，探索品牌如何透過引起共鳴和真誠可信的方式，將品牌精神成功地融入永續訊息。
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Dare to be a TikTok MISFIT: How KitKat shaped a cultural moment and championed Brand Success
In early 2023, KitKat Japan unveiled its noteworthy KitKat YOKUBARI DOUBLE ad on TikTok. Masterfully adhering to social media codes while injecting a burst of creative brilliance resulted in an authentic Misfits story.
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The Power of Barbiecore and Why It Matters
Ready for an intriguing perspective on Barbie? The Ipsos Malaysia Qualitative team takes you on an exploration of ‘Barbiecore’ – a global consumer trend that’s much more than a movie narrative.
During these challenging, post-pandemic times, Barbiecore brings a breath of fresh air by invoking feelings of joy, escapism, and resurging nostalgia. It's more than a doll or a movie; it's a movement embracing the power of femininity like never before.
Join us as we uncover how it harnesses a sensory brand strategy to captivate audiences, crossing borders, age groups, genders, and socio-economic lines. Let's step into the pink-tinged movement that is Barbiecore!
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疫情後仍動盪的 2023 年：生活壓力下的聰明消費、環保更要獨特、多元混搭風格， 創新商機成轉機
即便全球逐漸從疫情中復甦，世界仍不斷面臨挑戰與變化。本文聚焦台灣市場的現況，找出 3 個消費習慣的轉變，並提供創新案例給讀者參考。