Case Studies
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Benjamin Moore Makes a Colorful Entry into the Mobile App World
Chris Connelly, product manager, Benjamin Moore & Co., discussed how their mobile applications have helped to build brand loyalty while also getting all three of their consumer segments excited about paint.
The BRAVO Buzz Model: A Mobile Marketing Strategic Lens
Ellen Stone, senior vice president of marketing, BRAVO, Sarah Hofstetter, SVP of emerging media and innovation, 360i, and David Berkowitz, senior director of emerging media and innovation, 360i, discussed how BRAVO drove tens of millions of impressions through mobile marketing, which also allowed BRAVO's viewers to connect with Top Chef: Just Desserts before the show even aired.
General Motors Case Study: Yahoo! Login Page Takeover Ad
General Motors partnered with Yahoo! Digital AdVentures to create login page takeover ads in order to increase brand awareness and drive purchase intent.
Lexus: One Communication Strategy with Multiple Target Consumers
Steve Jett, National Marketing Communications Manager, Lexus Division, Toyota Motor Sales, and Aaron Walton, Co-founder, Walton | Issacson, shared their unique strategy and campaign implementation to target their top luxury brand to Hispanic, African-American and LGBT market segments.
iShares Case Study
Peter Boland, managing director, iShares Brand Marketing, BlackRock, Inc., shared a case study on evolving the iShares brand.
Measuring ROI: How to Get the Most out of Your Multicultural Marketing Campaigns
Tony Suarez, marketing architect, Suarez Enterprises (former vice president of multicultural marketing at McDonald’s Restaurants), and Hector Vallejo, multicultural marketing manager, Stanley Black & Decker, discussed the top ten questions being asked by multicultural marketers, as well as how to effectively target the multicultural consumer and measure the ROI on multicultural campaigns.
A Window into NHL Social
Perry Cooper, senior vice president of digital media at the National Hockey League (NHL), talked about their action plan to build and evolve their brand through social media. He also demonstrated how the NHL uses social media to connect with their fans.
Build a Team and an Internal Community to Win the Social Media Race
Duane Schulz, vice president of marketing operations and social media at Xerox, discussed how his company was able to create social media guidelines and best practices.
American Cancer Society: Social Media as a Force Multiplier
Andy Goldsmith, vice president, Creative Brand Strategy, American Cancer Society, and Chris Mumford, senior vice president and account director, The Martin Agency, discussed how the American Cancer Society's digital and social team created a "web-centric" campaign to raise awareness, and money, for a great cause.
Case Study: Proven Partnership
At AB InBev, procurement and marketing take a team approach to agency selection.
Charles Schwab Utilizes Social Media within a Highly Regulated Industry
Charles Schwab provided insights on how their business worked internally to develop a social media presence in a highly regulated environment.
How Chicken of the Sea Engages Moms Through Gaming and Social Media
Erin Mrozek, consumer marketing manager, Chicken of the Sea, and Davin Myoshi, vice president, GSN Social Games, discussed how Chicken of the Sea worked with GSN.com to reach today’s digital mom through gaming, social media, and online programs.
Organizing for Improved Customer Engagement via Social Media
Matt Rozen, Senior Social Media Strategist, Adobe Systems, shared a frontline social media case study and discussed how Adobe organizes their social media to better engage with their customers.
How to Valuate, Activate, and Measure the Impact of Sponsorship
Michael Goldstein, manager of consumer promotions and sponsorships, LG, Stefanie Francis, vice president, research, and Scott Horowitz, director, business development, Navigate, Inc., discussed LG’s recent sponsorship of the NCAA.
BSH: Social Media from a Corporate Perspective
Marni Hale, senior corporate communications manager, BSH Home Appliances Corporation, shared a case study on BSH Home Appliances Corporation's overall social media strategy and programs.
Honda Case Study: Social Media and Gaming
Alicia Jones, social media at American Honda Motor Co., Inc., discussed how the brand leverages social gaming and shared case studies on its recent campaigns on Facebook.
Post Foods: Bringing to Life a Total Market Multiplatform Program
Leah Dunmore, vice president, marketing, Honey Bunches of Oats, Post Foods, and Steven Wolfe Pereira, managing director, MV42°, a division of Starcom MediaVest Group, described how Post Foods connected with their Hispanic consumers with an integrated effort on multiple screens to drive results.
TurboTax: A Multi-Screen Brand Integration Journey
Gary Kleinman, consumer group, brand strategy and advertising leader, Intuit, Inc., discussed TurboTax's three year, multi-screen partnership with NBC.
Frito-Lay: The Resurgence of an Icon
Justin Lambeth, vice president, marketing, Frito Lay, and Jill Nykoliation, president, Juniper Park, shared a case study highlighting how the brand and agency worked together to utilize a rich understanding of their consumer for the challenge of creating a successful new brand icon.
Walk with Walgreens: A Case Study in Agency Collaboration
In collaboration with her agency partners, Christine Kubisztal, manager, media strategy and services, Walgreen Company, shared a case study and the brand’s best practices in managing agencies to develop effective integrated campaigns.
