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Case Studies

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Truvia's 'Honestly Sweet' Success

Ann Tucker, director, marketing and communications, TruviaTM Brand, Cargill Health and Nutrition, discussed the late 2008 launch of the Truvia sweetener, and how Truvia's brand positioning has revolutionized the sugar substitute category.

Campbell's AdDress Your Heart Program

Colleen Milway, global media director, Campbell Soup Company, highlighted the AdDress Your Heart Program, which utilized an integrated team approach across multiple agencies for the creation of a campaign to raise awareness of heart health while also generating impressions for the brand.

MillerCoors: Using Mass Media for 1-to-1 Connections

Brad Feinberg, media manager, portfolio brands, MillerCoors, presented Miller High Life’s recent “Official Beer of You” campaign which utilized an innovative, fully integrated, 360-degree approach and employed the use of mass media to connect with fans of the brand.

Oreo: A Brand That Connects People

Jessica Robinson, associate director of Consumer and Customer Engagement for Kraft Foods, and Sarah Hofstetter, senior vice president of Emerging Media and Brand Strategy at digital agency 360i, shared how Oreo uses digital and social media to bring the brand essence to life online.

U.S. Cellular and Facebook: A Passion Project

Sherri Maxson, director interactive, U.S. Cellular Corporation, and Bob Skwarek, brand manager, U.S. Cellular Corporation, shared a case study on how the brand built its social team using employee volunteers.

Quaker Instant Oatmeal: Measuring the Offline Sales Impact of Google’s Content Network and YouTube

In order to boost slumping oatmeal sales, Quaker Oatmeal launched the “Awaken Your Senses” challenge on YouTube and the Google Content Network as a 15 week branded entertainment experience featuring new oatmeal creations from 12 of the web’s top food bloggers.

How RadioShack is Leveraging Social Connections to Drive Growth

Lisa Leet, account director, imc², discussed how RadioShack used social media to change the image of their brand and drive growth.

Making Out-of-Home Media Interactive Through Mobile Activation

Jeff Cloud, director, customer relationship and mobile marketing, General Growth Properties, and Jennifer Piggott, director, national sales, business development, General Growth Properties, discussed how General Growth Properties has incorporated mobile into its marketing mix.

Events and the Owned Media Opportunity: Case Studies

Liz Bigham, SVP and director of marketing, Jack Morton Worldwide, and Steve Jarvis, vice president, marketing, small & midsize business, Concur Technologies, Inc., highlighted event marketing and the owned media opportunity in three case studies from Hyundai Sonata, Concur Breeze, and Samsung 3D LED TV.

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 [Archived]

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 [Archived]

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.

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