Case Studies
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Hillshire Farm: Multicultural Millennial Marketing
Ricki Fairley-Brown, CMO, Images Group USA, shared some thought-provoking statistics on the Millennial generation and multicultural millennials in particular, while Sean Sheelan, brand manager, Hillshire Farm, presented a case study that was targeted at multicultural Millennial moms.
mtvU / Lionsgate Case Study: The SAW College Tour and Red Cross Blood Drive
Vat Tann, director of integrated marketing, MTV, and Michael Fernandez, founder, Factory 360, presented their experiences with a unique and successful partnership between the American Red Cross, and mtvU / Lionsgate to promote the SAW horror film releases via blood drives on large college campuses.
Mattel, Inc. Case Study: Interactive Television
Traci Kondo, media manager, Mattel, Inc. shared a case study on the Barbie Channel and discussed Mattel, Inc.'s experiences using interactive television.
Case Study: Thomson Reuters Eikon Launch
Tim Mickelborough, global head of branding and advertising, Thomson Reuters, and Matt Jones, senior vice president, strategy and creative, Jack Morton Worldwide, discussed the launch of Eikon using an innovative, bold, and highly experiential campaign that had never before been seen in the financial market.
Concur Technologies, Inc.: Increasing Engagement through Social Media and Experiential Marketing
Matt Jones, senior vice president, strategy and creative, Jack Morton Worldwide discussed how Concur Technologies, Inc., launched its Concur Breeze expense tracking software to small businesses by successfully building a broader brand story with product trial at its heart.
Deloitte's "Green Dot" Campaign and Challenge
John Keller, senior manager, marketing and advertising, Deloitte, highlighted how the company developed the "Green Dot" campaign using interruptive advertising to refresh their visual brand identity in the marketplace, and the "Green Dot Challenge" as an internal brand engagement strategy.
Case Study: IBM's Smarter Planet for 2011
Ann Rubin, vice president, brand expression, global advertising, IBM Corporation, discussed how IBM has continued to evolve their "smarter planet" platform since its launch in 2008.
Intel Value Based Compensation
Kate Short, sales and marketing strategic sourcing, media, Intel, shared the company's progress in the development and deployment of a new value based agency compensation model.
How Intel "Works Smarter" in Mobile Marketing
Beth Lubov Butrymowicz, global media manager, Intel Corporation, discussed how Intel became one of the leaders in the mobile marketing space through its award-nominated "Work Smarter" mobile campaign.
Sprite Slam Dunk: Engagement through Empowerment
Chris Bigda, media and interactive manager, The Coca-Cola Company, and John Ohara, associate digital director, MediaVest, discussed how Sprite is connecting with their consumers and NBA fans through targeted mobile marketing programs.
Audi: The Return on Bravery
Scott Keogh, chief marketing officer, Audi of America Inc., and Paul Venables, founder and creative director, Venables Bell & Partners, discussed how Audi has reinvented itself in the U.S. over the past four years.
Gatorade's Transformational Creativity
Sarah Robb O'Hagan, chief marketing officer, Gatorade, PepsiCo Inc., and Stanley Hainsworth, chairman and chief creative officer, Tether, discussed Gatorade's recent creative transformation.
Old Spice: "The Man Your Man Could Smell Like"
James G. Moorhead, North America Marketing, Brand Manager Old Spice, The Procter & Gamble Company (P&G), highlighted how Old Spice used social media and the digital environment to engage with consumers on a deeper level, ultimately regaining a strong relevancy with young men and garnering one of the greatest successes for the brand yet.
Cause Marketing Case Study: PerkinElmer and WEF
Jon Lese discussed PerkinElmer's sponsorship of Water Environment Federation and detailed the engagement cycle, which is key to success in sponsorship activities.
Leveraging NBA and WNBA Partnerships to Elevate a Brand
Wendy Metcalf, director of partnership marketing at Lifelock, Inc., discussed her company's highly visible sponsorships and the strategies, activation, and success of each.
Kraft Case Study: Capri Sun
Vinay Sharma, Director of Capri Sun Beverages, Kraft Foods, and Joan Dufresne, Senior Partner, Group Planning Director, Ogilvy & Mather, discussed Capri Sun's Effie Award-winning "respect the pouch" campaign.
Kimberly-Clark's U by Kotex® Campaign
Deborah Hannah, integrated marketing planning director, Kimberly-Clark Corporation, shared a case study on the U by Kotex® brand campaign.
Effie Case Study: "Real Talk:" How the U.S. Marine Corps Connected with Young African-American Men
Representatives from UniWorld Group, Inc., a division of WPP, discussed their Gold Effie Award-winning campaign created for the U.S. Marine Corps.
Unilever's Sharpened Focus: Hellmann's Case Study
Ryu Yokoi, Brand Manager, Unilever, Sarah Kostecki, Account and Marketing Director, Ogilvy & Mather, and Jeffrey Bowman, Director, OgilvyCulture, discussed how Hellmann's used a general market idea in 2009 to reach the Hispanic community.
Effie Award Ideas that Work: Charmin Bath Tissue
Representatives from Charmin Bath Tissue and LAPIZ, a Hispanic marketing agency, discussed Charmin's Gold Effie Award-winning campaign.
