Case Studies
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The Launch of the BMW ActiveE
Steve Thibodeau, chief digital officer, KBS+P, and Trudy Hardy, BMW marketing communications and consumer events, BMW of North America, LLC, discussed the launch of BMW's new electric car and how the brand used digital media to test the product and create buzz.
Treasury Wine Estates: Wine and the Hispanic Market
Peter Willmert, director, marketing, Beringer Vineyards, Treasury Wine Estates, and Elizabeth Barrutia, founder and president, BARU Advertising, discussed the Beringer brand's unique marketing strategy which utilized a targeted and culturally inclusive multi-platform campaign in order to reach the growing number of Hispanic wine drinkers.
3M's Win/Win/Win
Nancy A. Nelson, manager, Marketing and Communication Services at 3M Corporation, and Dale R. Bohnert, manager, 3M Brand Identity and Design at 3M Corporation, discussed how 3M’s supplier management and brand management teams partnered with their external creative partners to revamp its brand identity system, resulting not only in a lightning fast global roll-out and execution, but in solid business growth for all involved.
American Family Insurance Grows Their "Family" Through Multiple Screen Marketing
Lisa Bacus, vice president, marketing, American Family Insurance, and Telisa Yancy, director, advertising, brand and media, American Family Insurance, discussed their organization's multi-screen campaign, which leverages branded entertainment, mobile, online, radio, gaming, and video on demand.
Cisco Case Study: Google AdWords Mobile Search Engine Marketing (SEM) Campaign
Cisco, the hi-tech B-to-B vendor, used Google AdWords to launch a mobile search engine marketing (SEM) campaign to drive traffic to their European mobile sites and further strengthen ties between their brand and the public.
Doritos Case Study: Building Brand Engagement through YouTube
In order to drive sales and increase consumer engagement, Frito Lay Canada launched a video contest using a YouTube brand channel to unveil their new Doritos tortilla chip flavor.
FM Global’s Measurement Strategy Process
Roberta Butler, vice president, brand management, FM Global, discussed how FM Global created a brand scorecard to measure the work the company was doing in the German market.
Welch’s Heart Healthy Case Study
Jackie Alosso, associate marketing manager, marketing strategy & PR, Welch Foods Inc., and Alexandra Shea, account director, Marketing Drive, discussed Welch’s “Follow Your Heart” campaign, which they developed for American Heart Month in February 2011.
Siemens Answers Campaign
Tom Haas, chief marketing officer, Siemens Corporation, and Sean Remler, Senior Partner, global executive marketing director, Ogilvy New York, discussed keys to success for their long-term image campaign and how it has evolved since its launch.
Blue Shield of California: Mobile Advertising Case Study
Lisa Chapman, corporate advertising, Blue Shield of California, and Sue deLeeuw, director, brand strategy and advertising, Blue Shield of California, shared a case study on their mobile advertising program.
Connecting Brand Purpose to Cultural Purpose
Danielle Vona, vice president and CMO at SONIC, America's Drive-In, and Mike Swenson, executive vice president, Barkley, discussed how SONIC is successfully building its brand through positioning themselves to everyday, real people and by giving back to their communities.
Truvia's 'Honestly Sweet' Success
Ann Tucker, director, marketing and communications, TruviaTM Brand, Cargill Health and Nutrition, discussed the late 2008 launch of the Truvia sweetener, and how Truvia's brand positioning has revolutionized the sugar substitute category.
Campbell's AdDress Your Heart Program
Colleen Milway, global media director, Campbell Soup Company, highlighted the AdDress Your Heart Program, which utilized an integrated team approach across multiple agencies for the creation of a campaign to raise awareness of heart health while also generating impressions for the brand.
MillerCoors: Using Mass Media for 1-to-1 Connections
Brad Feinberg, media manager, portfolio brands, MillerCoors, presented Miller High Life’s recent “Official Beer of You” campaign which utilized an innovative, fully integrated, 360-degree approach and employed the use of mass media to connect with fans of the brand.
Oreo: A Brand That Connects People
Jessica Robinson, associate director of Consumer and Customer Engagement for Kraft Foods, and Sarah Hofstetter, senior vice president of Emerging Media and Brand Strategy at digital agency 360i, shared how Oreo uses digital and social media to bring the brand essence to life online.
U.S. Cellular and Facebook: A Passion Project
Sherri Maxson, director interactive, U.S. Cellular Corporation, and Bob Skwarek, brand manager, U.S. Cellular Corporation, shared a case study on how the brand built its social team using employee volunteers.
Quaker Instant Oatmeal: Measuring the Offline Sales Impact of Google’s Content Network and YouTube
In order to boost slumping oatmeal sales, Quaker Oatmeal launched the “Awaken Your Senses” challenge on YouTube and the Google Content Network as a 15 week branded entertainment experience featuring new oatmeal creations from 12 of the web’s top food bloggers.
How RadioShack is Leveraging Social Connections to Drive Growth
Lisa Leet, account director, imc², discussed how RadioShack used social media to change the image of their brand and drive growth.
Making Out-of-Home Media Interactive Through Mobile Activation
Jeff Cloud, director, customer relationship and mobile marketing, General Growth Properties, and Jennifer Piggott, director, national sales, business development, General Growth Properties, discussed how General Growth Properties has incorporated mobile into its marketing mix.
Events and the Owned Media Opportunity: Case Studies
Liz Bigham, SVP and director of marketing, Jack Morton Worldwide, and Steve Jarvis, vice president, marketing, small & midsize business, Concur Technologies, Inc., highlighted event marketing and the owned media opportunity in three case studies from Hyundai Sonata, Concur Breeze, and Samsung 3D LED TV.
