The Madden NFL campaign at Walmart stimulated growth for an established brand, Gillette Fusion. Fusion razor sales at Walmart surged 5 percent while sales everywhere else declined.
In 2009 airlines began charging additional fees, most noticeably, bags. Southwest Airlines had a difficult decision to make — to charge or not. Walking away from an estimated $500M in annual revenue, SWA defied the industry and decided against bag fees.
By shining the light on the unique customer service culture of Zappos.com and bringing a powerful idea, "Happy People Making People Happy," to life, we differentiated the brand and changed consumer perceptions. Our campaign made consumers realize that Zappos.com was much more than an online shoe vendor.
The GRAMMYs were perceived as an irrelevant, out-of-touch award show celebrating a dying industry. We set out to make them relevant, establish connections with fans and increase ratings by focusing on one truth: artists do not make fans, fans make artists.
For the first time in history, 50 percent of the global population lives in cities. While this is a major business opportunity for IBM, there are many challenges to overcome. The solution was a modern educational program aimed to elevate the practice of city leadership, the role of IBM within it, and the value it creates for citizens.
James Ready is in the discount beer market, a highly competitive segment that's 40 percent of total beer sales in Ontario with over 40 different brands. To help their drinkers, and more specifically, poor university students, JR created the Campus Bar-Ter Night, which yielded a sales increase of 8.51 percent and market share growth of 31.01 percent.
In 2010, MINI was faced with a dramatically repressed market and no new product news. Our task was to create a campaign that would drive deep engagement around the strategy that MINI was a feisty way to move through an increasingly serious world. The idea to challenge an icon of seriousness, Porsche, to a race was born.
How do you convince everyone in America to mail back their Census? By convincing people that the power of the Census is in their hands. Our message literally reached 100 percent of the population, achieving a 74 percent mail return and giving back $1.9 billion to the government.
Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception. The challenge was to make the Sienna stand out from the pack and, if possible, become the minivan of choice because parents actually like it.
Some people think there's nothing in Montana. The Montana Office of Tourism and its agency partners took that perception and created a campaign to attract the Geotraveler, a target audience who appreciates Montana's nothingness.
iPhone dramatically changed the wireless category, driving AT&T to record sales and Verizon to a six year low in growth. Verizon needed its answer to the iPhone, and it brought its agency a thick, heavy phone on a then-unsuccessful operating system. The unique campaign resulted in record sales and shattered goals.
For Philadelphia Cream Cheese to grow, it needed to shift consumer behavior towards cooking with the brand. Real Women Of Philadelphia grew out of a key insight that women need a new idea endorsed before they'll try it — cooking being no exception.
Cargill developed an all-in-one starter feed for young cattle called RAMP. It was a major innovation in an industry where feeders historically created their own blends. In just four months following launch, volume tripled vs. goal, revenue grew nearly 300 percent and market share jumped to 11 percent.
In 2008, Glacial Falls was the worst-performing scent in the Old Spice portfolio and was in jeopardy of being pulled from store shelves. Our task: to rebrand Glacial Falls and save the scent from extinction by doubling sales.
The feminine care category was old, tired and boring. Girls didn't like shopping for pads, tampons and liners, and retailers didn't like displaying them anywhere other than the fem care aisle. The U by Kotex launch broke down decades-old feminine hygiene category conventions and created a brand fit for 21st century women.
Snickers is the world's biggest chocolate bar, and in many of its markets the most loved. The "You're Not You When You're Hungry" campaign has not only driven sales growth across the world; it has given Snickers a place in popular culture once more.
Leveling the Playing Field for Magazines in the Marketing Mix Modeling: The Available Information Is Now up to the Task
Andrew Arthur, VP, market solutions at Mediamark Research & Intelligence (MRI), discussed a new syndicated product designed to improve the quality of magazine data for marketing mix modeling.
The American Society of Magazine Editors' (ASME) Sid Holt and Eric Schurenberg discussed a proposal to revise the ASME guidelines, which draw the line between advertisements and editorial content.
Irene Grieco, manager, media investment and partnerships, Unilever, discussed the strategy behind Unilever's partnership with Cooking Light magazine.
The latest examples of innovative newspaper advertising and a discussion of the power of newspapers in the media mix.