Case Studies
Colgate-Palmolive Case Study: The Colgate Wisp
Scott Campbell, general manager, integrated marketing communications, Colgate-Palmolive, Mindel Klein, director of digital marketing, Colgate-Palmolive, and Kim Canfield, media director, Colgate-Palmolive, discussed the launch of the Colgate Wisp.
Kraft Leverages Category and Consumer Insights to Revitalize Its Declining Athenos Brand
Jill Baskin, senior director, marketing communications, Kraft Foods, and Sarah Thompson, president, Droga5, discussed how they created an emotional connection between their target consumer and the hummus category through their “Approved by Yiayia” campaign.
Discover Listens to Card Members to Find the Key to Customer Loyalty
Larisa Drake, vice president, marketing, Discover Financial Services, and Jennifer Murillo, vice president, brand communications, Discover Financial Services, discussed how Discover used mass communications to achieve customer engagement.
McDonald’s: The McCafe Experience
Rob Jackson, U.S. marketing director, African-American consumer market, McDonald's Corporation, and Bianca Bradford, account director, Burrell Communications Group, discussed the launch of the McCafe for McDonald’s.
Unilever’s AXE Brand Successfully Goes Local
In this case study, David Rubin, brand building director, hair U.S., Unilever, and Amish Tolia, co-CEO and founder, Apparel Media, discussed how they successfully engaged AXE Hair’s target demographic through t-shirt sponsorships on college campuses.
Secrets of Activating Your Consumer Segmentation
Scott Turner, SVP of Agency/Advertiser Sales, GfK MRI, Dr. Lauren Tucker, director of Consumer Forensics, The Martin Agency, and Dr. Eamon Boyle, director of Advanced Model and Research Design, The Martin Agency, discussed how activating a consumer segmentation study can pay big dividends and presented a case study on BFGoodrich’s use of customer segmentation.
Post Honey Bunches of Oats Cereal Leverages Hispanic Marketing to Break Through the Cereal Ceiling
Mike Foley, brand manager, U.S. Hispanics and export, Post Foods, LLC and Steven Wolfe Pereira, executive vice president and managing director, MV42°, discussed the three “pillars of success” that helped Honey Bunches of Oats become the number one ready-to-eat cereal with Hispanic consumers.
Farmers Insurance: Brand Building and Emotional Connections
Luisa Acosta-Franco, vice president of multicultural marketing, Farmers Insurance Group, Inc., discussed aligning core consumer values with business objectives to create a break-through marketing program. Farmers Insurance spokesman Edward James Olmos joined Acosta-Franco for the question and answer segment of the presentation.
American Licorice: Facebook Advertising Case Study
Michael Kelly, consumer communications manager, American Licorice, and Madalyn Friedman, marketing insights manager, American Licorice, presented a case study on their recent Facebook advertising campaign.
Subway & Green Lantern: A Dynamic Duo
Christine Bragg, senior marketing manager, SUBWAY, and Jeb Blatt, vice president, Jack Morton Worldwide, discussed how Subway partnered with the Warner Bros. movie Green Lantern to promote a new product and increase sales.
RadioShack: Looking Back to Move Forward
Lee D. Applbaum, executive vice president, chief marketing officer, RadioShack Corporation, discussed how RadioShack had to reach out to their DIY and electronic hobbyist consumers after a pronounced focus on mobility caused these shoppers to reject the RadioShack brand.
It's a New Day for Weight Watchers
Cheryl Callan, senior vice president, marketing, Weight Watchers International, Inc., and Nick Brien, chairman and chief executive officer, McCann Worldgroup, discussed how the Weight Watchers brand has remained successful, despite the recent economic situation, as a result of becoming the platform for their advocates to support each other and share their success stories.
Vistaprint Case Study: Branded Direct Response TV
Bridget O'Brien, VP, communications, content & creative, Vistaprint, discussed how Vistaprint has used branded direct response TV to improve ROI and increase brand awareness.
FedEx Launches an Integrated Campaign to Optimize Multiple Digital Channels
Dennis Shirokov, marketing manager, FedEx, and David Skinner, SVP, client solutions/account management, [x+1], discussed how FedEx created its first end-to-end interactive campaign which leveraged multiple channels to provide an optimized online experience.
Kimberly-Clark: Huggies Integrated Marketing Case Study
Amanda Boyle, head of integrated marketing for baby and child care, Kimberly-Clark Corporation, and Angela Johnson, worldwide managing director, Ogilvy, presented an integrated marketing case study on Huggies Little Movers Slip-Ons.
True Value: Using Integrated Marketing to Reach Younger Consumers
Carol Wentworth, VP marketing, True Value Corporation, and Jean McLaren, president, MARC USA, highlighted True Value’s new integrated marketing campaign, the objective of which was making the hardware store the first stop for a younger target audience of DIY first-time homeowners and enthusiasts.
Case Study: IBM Smarter Planet
Cecilia Correa, Advertising Manager of IBM Corporation and Ty Kendig, Senior Partner, Group Account Director, IBM Brand Account Management of Ogilvy Worldwide describe their journey to transform the way IBM’s brand is perceived and experienced through its Smarter Planet agenda.
From Stunt to Strategy: Mini USA’s Social Media Evolution
Tom Salkowsky, manager, MINI marketing, MINI USA, and Chris Cardinal, group business director, Butler, Shine, Stern & Partners, discussed the evolution of MINI’s social media strategy to an “always on” approach.
MasterCard's Priceless New York Campaign Strengthens Local Bonds Through Social Media
Elaine Lawson, director, U.S. marketing, MasterCard Worldwide, Liz Birenbaum, VP, global digital marketing, MasterCard Worldwide, and Chad Wilson, account director, R/GA, discussed how MasterCard is leveraging social media to build relationships with New Yorkers through their "Priceless New York" campaign.
Hilton Honors Loyal Travelers with a Global Rewards Program
Jill Mohel, director of marketing, global customer marketing, Hilton Worldwide, discussed how Hilton has reenergized their Hilton HHonors loyalty program.
