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Case Studies

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How Chicken of the Sea Engages Moms Through Gaming and Social Media

Erin Mrozek, consumer marketing manager, Chicken of the Sea, and Davin Myoshi, vice president, GSN Social Games, discussed how Chicken of the Sea worked with GSN.com to reach today’s digital mom through gaming, social media, and online programs.

Organizing for Improved Customer Engagement via Social Media

Matt Rozen, Senior Social Media Strategist, Adobe Systems, shared a frontline social media case study and discussed how Adobe organizes their social media to better engage with their customers.

How to Valuate, Activate, and Measure the Impact of Sponsorship

Michael Goldstein, manager of consumer promotions and sponsorships, LG, Stefanie Francis, vice president, research, and Scott Horowitz, director, business development, Navigate, Inc., discussed LG’s recent sponsorship of the NCAA.

BSH: Social Media from a Corporate Perspective

Marni Hale, senior corporate communications manager, BSH Home Appliances Corporation, shared a case study on BSH Home Appliances Corporation's overall social media strategy and programs.

Honda Case Study: Social Media and Gaming

Alicia Jones, social media at American Honda Motor Co., Inc., discussed how the brand leverages social gaming and shared case studies on its recent campaigns on Facebook.

Post Foods: Bringing to Life a Total Market Multiplatform Program

Leah Dunmore, vice president, marketing, Honey Bunches of Oats, Post Foods, and Steven Wolfe Pereira, managing director, MV42°, a division of Starcom MediaVest Group, described how Post Foods connected with their Hispanic consumers with an integrated effort on multiple screens to drive results.

TurboTax: A Multi-Screen Brand Integration Journey

Gary Kleinman, consumer group, brand strategy and advertising leader, Intuit, Inc., discussed TurboTax's three year, multi-screen partnership with NBC.

Frito-Lay: The Resurgence of an Icon

Justin Lambeth, vice president, marketing, Frito Lay, and Jill Nykoliation, president, Juniper Park, shared a case study highlighting how the brand and agency worked together to utilize a rich understanding of their consumer for the challenge of creating a successful new brand icon.

Walk with Walgreens: A Case Study in Agency Collaboration

In collaboration with her agency partners, Christine Kubisztal, manager, media strategy and services, Walgreen Company, shared a case study and the brand’s best practices in managing agencies to develop effective integrated campaigns.

The Launch of the BMW ActiveE

Steve Thibodeau, chief digital officer, KBS+P, and Trudy Hardy, BMW marketing communications and consumer events, BMW of North America, LLC, discussed the launch of BMW's new electric car and how the brand used digital media to test the product and create buzz.

Treasury Wine Estates: Wine and the Hispanic Market

Peter Willmert, director, marketing, Beringer Vineyards, Treasury Wine Estates, and Elizabeth Barrutia, founder and president, BARU Advertising, discussed the Beringer brand's unique marketing strategy which utilized a targeted and culturally inclusive multi-platform campaign in order to reach the growing number of Hispanic wine drinkers.

3M's Win/Win/Win

Nancy A. Nelson, manager, Marketing and Communication Services at 3M Corporation, and Dale R. Bohnert, manager, 3M Brand Identity and Design at 3M Corporation, discussed how 3M’s supplier management and brand management teams partnered with their external creative partners to revamp its brand identity system, resulting not only in a lightning fast global roll-out and execution, but in solid business growth for all involved.

American Family Insurance Grows Their "Family" Through Multiple Screen Marketing [Archived]

Lisa Bacus, vice president, marketing, American Family Insurance, and Telisa Yancy, director, advertising, brand and media, American Family Insurance, discussed their organization's multi-screen campaign, which leverages branded entertainment, mobile, online, radio, gaming, and video on demand.

Cisco Case Study: Google AdWords Mobile Search Engine Marketing (SEM) Campaign

Cisco, the hi-tech B-to-B vendor, used Google AdWords to launch a mobile search engine marketing (SEM) campaign to drive traffic to their European mobile sites and further strengthen ties between their brand and the public.

Doritos Case Study: Building Brand Engagement through YouTube

In order to drive sales and increase consumer engagement, Frito Lay Canada launched a video contest using a YouTube brand channel to unveil their new Doritos tortilla chip flavor.

FM Global’s Measurement Strategy Process [Archived]

Roberta Butler, vice president, brand management, FM Global, discussed how FM Global created a brand scorecard to measure the work the company was doing in the German market.

Welch’s Heart Healthy Case Study

Jackie Alosso, associate marketing manager, marketing strategy & PR, Welch Foods Inc., and Alexandra Shea, account director, Marketing Drive, discussed Welch’s “Follow Your Heart” campaign, which they developed for American Heart Month in February 2011.

Siemens Answers Campaign

Tom Haas, chief marketing officer, Siemens Corporation, and Sean Remler, Senior Partner, global executive marketing director, Ogilvy New York, discussed keys to success for their long-term image campaign and how it has evolved since its launch.

Blue Shield of California: Mobile Advertising Case Study

Lisa Chapman, corporate advertising, Blue Shield of California, and Sue deLeeuw, director, brand strategy and advertising, Blue Shield of California, shared a case study on their mobile advertising program.

Connecting Brand Purpose to Cultural Purpose

Danielle Vona, vice president and CMO at SONIC, America's Drive-In, and Mike Swenson, executive vice president, Barkley, discussed how SONIC is successfully building its brand through positioning themselves to everyday, real people and by giving back to their communities.

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