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Case Studies

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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.

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.

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