The document discusses case studies of musicMagpie and Kellogg's marketing strategies. MusicMagpie organized a Boxing Day campaign to encourage selling unwanted gifts on their site. They also partnered with celebrities and ex-footballers to promote their Freekits campaign. Kellogg's identified target markets and objectives to improve their image as advocates for healthy lifestyles in schools. They partnered with ContinYou to sponsor breakfast clubs and provide free cereal samples. Both companies utilized partnerships, events, and publicity campaigns to increase brand awareness and promote their messages.