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Global Marketing

TikTok Influencers Wear the Pants in this Relationship

How Halara earned massive returns through TikTok In only three months, activewear brand Halara drove over 500,000 sales for their work pants line (seen above). How? They used TikTok. More specifically, they used thousands of TikTok content creators and influencers on product pushes and encouraged user-generated content. It seems simple on its surface, but by […]

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Global Marketing

Marketing Failures: Big and Small

In a couple of my previous blog posts, I’ve delved into significant marketing blunders made by various companies. I’ve examined how PepsiCo incited riots in the Philippines and how Dove’s beauty bar campaigns fell short. However, I’m eager to explore additional instances where major brands have stumbled over the years. No company is immune to […]

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Global Marketing

Social Media Dominance in China

A leading social media management platform in China, KAWO, has researched 50 international B2B multinational corporations (MNCs) based in China in over 20 sectors. Their research included finding out a company’s top marketing channel, and how this channel affected their business. KAWO concluded that social media stood out as the top marketing channel with 94% […]

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Global Marketing

The Digital Landscape: Microsoft’s B2B Marketing Strategies

We live in ever-changing world where B2B commerce must evolve to stay ahead of the competition. Microsoft, a leading global tech powerhouse, has been a pioneer in this transformation, adopting a digital-first strategy for B2B marketing. That was Microsoft Copilot. Microsoft AI platform which they been working on for since 2019 when they invested around […]

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Global Marketing

Why Dove’s Marketing Campaign Failed

Dove Beauty is a well-known brand founded in 1957 (Unilever). The first product Dove ever sold was their beauty cleansing bar (Unilever). This bar was unique at the time because it utilized milder cleansers and moisturizing cream, unlike other products at the time (Unilever). Over the years, the brand grew, eventually reaching 139 countries and […]

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Global Marketing

Can IKEA Bring Back Foot Traffic to Malls Post Pandemic? 

It’s no news that people around the world have opted out for online shopping given its convenience, but can Ikea become the lost link to bring people back to malls? Ikea, traditionally being a stand alone facility, is now looking to integrate with malls. Ingka group, headquartered in the Netherlands, operates, “379 Ikea stores and […]

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Global Marketing

Pepsi’s Marketing Misfires

Everyone knows the infamous Pepsi ad starring Kendall Jenner. What was supposed to be a celebration of unity turned out to be racially insensitive and trivialized many social issues, leaving people feeling angry and hurt (Hart, n.d.). With all the resources for proper market research, one wonders how such a large company could make such […]

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Global Marketing

Ralph Lauren’s Global Marketing Channels

On February 8, 2024, Ralph Lauren Corporation filed their SEC 10-Q which presented trajectory growth for the company. Net revenues have escalated to $1,934.0 million, marking a significant increase from the $1,832.3 million reported in the same quarter of the previous year (GuruFocus Research, 2024). For decades, the brand has been able to profit off […]