Case Studies
Toyota Case Studies: Prius Goes Plural & The Camry Effect
Florence Drakton, social media marketing manager, Toyota Motor Sales, U.S.A., Inc., and Uwe Gutschow, director, brand participation, Saatchi & Saatchi, LA, presented case study examples on their use of social media in the launch campaigns for Toyota’s Prius family of vehicles and the new Camry.
AT&T Case Study: Word-of-Mouth’s Role in Driving Sales
This presentation from the Keller Fay Group looks at an AT&T case study to determine whether or not word-of-mouth directly influences sales volume and where it fits in to the “owned-earned-paid” media model.
Case Studies: Warc and the (Near) Future of Marketing
Geoffrey Precourt, U.S. editor, Warc, and Eva Kasten, director, Warc, discussed several trends and global case studies relating to tele-social marketing, integration by orchestration, and brand journalism.
Charitable Mailings
A case study from the American Institute for Cancer Research shows that sending marketing and donation requests through the mail is still an effective strategy.
Macy’s Case Study: Engaging the Omni-Channel Shopper
Jennifer Kasper, GVP, digital/new media & multicultural marketing, Macy's, Stephanie Lawrence, partner, group director, MEC:, and Allie Kline, CMO, 33Across, shared case studies that drove engagement and ownership of the Macy's brand through social media.
Mail Drives Sales
Why integrate direct mail into our advertising? Short answer: it works. Case studies from Zappos, Dukky, and TruGreen show how mail is making a major difference in advertising and marketing campaigns of all kinds.
Kraft Macaroni & Cheese: You Know You Love It
Chris Miles, senior director, advertising, Kraft Foods North America, and Noelle O'Mara, senior brand manager, Kraft Foods North America, discussed Kraft’s decision to create a new branding campaign for Kraft Macaroni & Cheese.
Arby’s Case Study: ‘New Old School’ Marketing
Bob Kraut, senior vice president, marketing and advertising, Arby's Restaurant Group, Inc., discussed Arby’s multi-screen “good mood food” campaign, which has reinvigorated the brand.
Case Study: Adding Shazam to Your Marketing Strategy
David Jones, EVP of marketing, Shazam, presented a variety of case studies illustrating how Shazam successfully drove engagement, and Andrea Harrison, director of digital engagement, PepsiCo, Inc., talked about how Pepsi integrated Shazam into their marketing strategy.
DPAA Case Study: MGD64’s Digital Fitness Program
The DPAA (Digital Place-Based Advertising Association) highlights a digital fitness campaign for the MGD64 beer brand in this case study summary.
DPAA Case Study: Playtex Sport
The DPAA (Digital Place-Based Advertising Association) highlights a digital place-based campaign for the Playtex Sport product in this case study summary.
DPAA Case Study: Rogaine
The DPAA (Digital Place-Based Advertising Association) highlights a digital place-based fitness campaign for Rogaine in this case study summary.
Case Study: Macy’s Winter Beach Party Woos Millennials
Robin Reibel, group vice president, Macy's, and Jean McLaren, executive vice president, MARC USA, described how Macy's staged a winter spring break promotion to connect with Millennials, an elusive and coveted demographic.
Mike and Ike and Hot Tamales Give Consumers a Sweet Tooth with Mobile Marketing Promotions
Donald Houston, senior brand manager, Just Born, Inc., discussed Just Born’s “Sweets and Beats” promotion which sought to raise brand awareness and increase purchases by incorporating QR codes on product packaging to drive mobile traffic to their branded micro-site.
Honda Case Study: Building a Brand with New Media
Tom Peyton, senior manager, national advertising, American Honda Motor Company, Inc., discussed how Honda leveraged social media to launch three successful advertising campaigns, while saving tens of thousands of dollars in advertising expenditures.
Razorfish & Denuo: Mercedes-Benz Tweet Race Case Study
Mercedes-Benz partnered with their agencies Razorfish and Denuo to generate buzz and create a unique marketing effort in promotion of their new Super Bowl commercial.
Starcom Norway: Kaizers Orchestra Case Study
In this video Starcom Norway highlights a successful case study on their creative approach to distributing digital content for the Norwegian band Kaizers Orchestra.
Seattle’s Best Coffee Gets Creative with Social Media
Robson Grieve, president, Creature; Tom Yorton, chief executive officer, Second City Communications, Inc.; and a team of improv actors demonstrated how Seattle’s Best Coffee used a 24-hour live comedy show to introduce a new product line and build its Facebook community.
How Lord & Taylor Bridges Brick & Mortar Through Social Media
Ali Flack, media director, Lord & Taylor, and Danielle Calabrese, social media manager, Lord & Taylor, shared how they are using social media to build Lord & Taylor's brand and engage customers during the holidays.
Kraft: The Multicultural Digital Lifestyle: Social, Mobile, Always On
Marla Skiko, EVP, director of digital innovation, SMG Multicultural, discussed the preferences and digital behaviors of U.S. multicultural consumers. Tania Cameron, senior manager CRM-Hispanic segment, Kraft Foods, shared the Comida Kraft case study highlighting U.S. Hispanic digital usage.
