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Case Studies

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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.

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.

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