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Case Studies

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Toyota Case Study: Media Verification Audit

Ron Jensen, national manager, Financial Synergies, Toyota Motor Sales, discussed a media verification audit to assess agency process and operations efficiency that was initiated by Toyota’s senior management and implemented by procurement.

OAAA Case Study: Charles Schwab [Archived]

Charles Schwab used unique out-of-home tactics to generate buzz around its “Talk to Chuck” campaign.

OAAA Case Study: BlueCross BlueShield [Archived]

BlueCross BlueShield used out-of-home advertising to re-establish its market share in Tennessee.

AVEENO and Recyclebank: Sustainable Marketing That Works

Samantha Skey, chief revenue officer, Recyclebank, discussed their partnership with AVEENO and how they are using social challenge to drive brand engagement and green action.

OAAA Case Study: Apple iPod [Archived]

When Apple launched the iPod, they used out-of-home advertising to help make sure that the revolutionary product appealed to all music lovers, not just Apple enthusiasts.

Fidelity Investments Case Study: The Power of Ideas and Innovation

Kirsten Mikalson, vice president, brand marketing & advertising, Fidelity Investments, and Samantha O'Neil, senior vice president, integrated marketing, Fidelity Investments, presented a case study on the successful launch of Fidelity's "Turn Here" campaign, with focus on their overall integrated marketing approach.

OAAA Case Study: Altoids [Archived]

Altoids used out-of-home advertising to reconnect with young adults and establish the brand in the growing breath strips category.

eMarketer Case Study: How BlackBerry Used Online Video to Engage Young Men

BlackBerry partnered with the National Hockey League (NHL) to create an online video campaign centered on the 2010 Stanley Cup playoffs.

OAAA Case Study: adidas NBA All-Star Game [Archived]

The athletic brand adidas used out-of-home advertising in Las Vegas to promote its sponsorship of the 2007 NBA All-Star Game.

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 [Archived]

Charles Schwab provided insights on how their business worked internally to develop a social media presence in a highly regulated environment.

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