Case Studies
United Airlines: Team USA Sponsorship Case Study
Samantha Petti, senior manager of global advertising, United Airlines, Inc., discussed the “Fly Me to London” sweepstakes promotion that supported the company’s sponsorship of the US Olympic Committee.
DPAA Case Study: Hotels.com
This DPAA (Digital Place-Based Advertising Association) case study highlights how Hotels.com utilized digital location-specific advertising as a campaign component and drove significant interest, action, and ad recall as a result.
Navy 4 Moms: Social Branding Case Study
Kathleen Donald, president and managing director, Campbell Ewald, presented a case study on an interesting new social platform the agency created for the U.S. Navy that stretches beyond the view that social media is only for Millennials. Designed to address moms’ negative fear about their children joining the military, the campaign succeeded in creating a community of 63,000 moms that helped remove parental barriers to Navy recruitment.
Bolthouse Farms: How Baby Carrots Became the New Junk Food
Bryan Reese, chief marketing and innovation officer, Bolthouse Farms, discussed the debut of a highly successful campaign to position baby carrots as the new junk food.
Xilinx Case Study: Using Customer Insights to Launch a New Product to a New Market
Kyra Whitten, senior director, worldwide communications, Xilinx, discussed the recent launch of Xilinx’s new product, Zynq.
The Faith-Based Market: Multicultural Marketing & Diversity Case Study
Melanie Few, president, Results Inc., Natara Holloway, VP retail development & consumer products, NFL, Marla Jones, client relations & management, Results Inc., and Telisa Yancy, director, advertising, American Family Insurance, discussed ways to respectfully reach the faith-based market segment and presented a case study example of a partnership between the NFL and American Family Insurance for the Super Bowl Gospel Celebration.
DPAA Case Study: Naturally Nora, Inc.
This DPAA (Digital Place-Based Advertising Association) case study highlights how Naturally Nora, a new brand of all-natural baking mixes, built brand awareness and generated product trial through the use of Adspace targeted mall advertising.
OAAA Case Study: McDonald’s Angus Burger
McDonald’s used out-of-home advertising to generate excitement around the launch of the Angus burger in 2009.
DPAA Case Study: Maker’s Mark
This DPAA (Digital Place-Based Advertising Association) case study highlights how Maker’s Mark utilized digital place-based advertising in order to connect with consumers and drive measurable engagement and results.
OAAA Case Study: Reebok RealFlex
In 2011, Reebok used out-of-home advertising to help educate the public about the benefits of its new RealFlex sneaker.
Embracing Customer Insights to Create Successful Experiential Marketing Platforms
Eddie Newquist, EVP, chief creative officer, shared how GES leverages customer insights to create effective experiential marketing programs. A case study for the Disney film “Bolt” was also shared.
Case Study: Social Referral Program Driving Coupon Distribution for Huggies
Vijay Sundaram, chief marketing officer, SocialTwist, Inc., and Dan Kersten, consumer promotion marketing, Kimberly-Clark, discussed how Kimberly-Clark drove coupon distribution for Huggies using a social referral program.
Out-of-Home Advertising Effectiveness and Return on Investment
This OAAA study on out-of-home advertising found that for each dollar spent globally on out-of-home advertising, an average of $2.80 was received in sales.
OAAA Case Study: Kraft Blue Box Macaroni & Cheese
In 2010, Kraft used out-of-home advertising to help reinvigorate their classic macaroni and cheese brand.
Making the Right Sponsorship Decisions: An IEG Consulting Client Case Study
Larry Albus, vice president, client solutions, and Matt Petersen, vice president, client solutions, IEG Consulting, described how companies can take control of their sponsorships using objective selection and evaluation tools.
Verizon Wireless Case Study: Lunar New Year
Andrea Kimmet, director, Multicultural Marketing, Verizon Wireless Inc., discussed Verizon Wireless’ efforts to reach Asian-American consumers through the brand’s Lunar New Year campaign.
Wheat Thins Builds an Integrated Campaign with 140 Characters
Jim Low, senior marketing director, Kraft Foods, Inc., discussed the strategy behind Wheat Thins' integration of digital and social media with more traditional marketing and the behind-the-scenes of the execution of "The Crunch is Calling" campaign.
USPS: Evolving Integration for Success
Mark Bellissimo, managing director, Campbell-Ewald, and Joyce Carrier, manager, advertising and promotions, United States Postal Service, discussed how they employed true integration to achieve remarkable results for the Postal Service’s flat rate box shipping campaign.
Case Study: Remarketing Campaign Provides a Significant Lift
A B-to-B software company used remarketing to increase conversions and stay ahead of the competition.
Case Study: How Union Bank Uses Social Media
Juan Silvera, senior vice president, EMarketing, Union Bank, discussed the strategy and tactics Union Bank used for the launch of their social media program.
