Brand Building
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DPAA Case Study: Hallmark Cards
Jan Mulkey, consumer marketing manager, Hallmark Cards, presented a case study at the DPAA 2012 Digital Media Summit which highlighted the use of digital place-based media in the launch campaign for Hallmark’s new “Jingle” product line.
DPAA Case Study: Jack in the Box
Patti Foley, director of marketing communications and merchandising, Jack in the Box, presented a case study at the DPAA 2012 Digital Media Summit on the recent “All American Jack” campaign which utilized digital place-based media.
Forrester Research Reveals the Post-Digital Rules of Brand Building
Tracy Stokes, principal analyst, Forrester Research, discussed the challenges brands face in the “Age of the Customer” and how to navigate the changing media landscape with a brand north star, map, and compass.
Gillette Frightens Consumers with "The World’s Scariest Shave"
Brian Cronk, VP, group director, strategy, Carat USA, discussed how Gillette got disposable razor users to switch to the Fusion ProGlide by frightening them with “The World’s Scariest Shave” campaign.
Oscar Mayer Taste-a-Monials Case Study: Turning Sampling into Sentiment
Beth Goeddel, marketing director, Kraft Foods, Inc., and Sarah Hofstetter, president, 360i, shared how Kraft’s “Oscar Mayer Taste-a-Monials” campaign turned sampling into sentiment overnight by tapping into social media and mobile to yield extremely powerful results.
Oscar Mayer Taste-a-Monials Case Study: Turning Sampling into Sentiment
Beth Goeddel, marketing director, Kraft Foods, Inc., and Sarah Hofstetter, president, 360i, shared how Kraft’s “Oscar Mayer Taste-a-Monials” campaign turned sampling into sentiment overnight by tapping into social media and mobile to yield extremely powerful results.
Huggies MomInspired Program: Innovation Driven by Consumers
Steve Paljieg, senior director of corporate innovation at Kimberly-Clark, shared the story behind the "Huggies MomInspired" grant program, which funds innovative product ideas developed by moms.
Huggies MomInspired Program: Innovation Driven by Consumers
Steve Paljieg, senior director of corporate innovation at Kimberly-Clark, shared the story behind the "Huggies MomInspired" grant program, which funds innovative product ideas developed by moms.
Huggies MomInspired Program: Innovation Driven by Consumers
Steve Paljieg, senior director of corporate innovation at Kimberly-Clark, shared the story behind the "Huggies MomInspired" grant program, which funds innovative product ideas developed by moms.
The Data Management Platform: Foundation for Real-Time Customer Engagement
This white paper examines how leading marketers are using Data Management Platforms (DMPs) to engage their customers more effectively and grow their businesses.
50 Content Marketing Ideas
This checklist from Trust eMedia contains 50 ideas for how marketers can promote their brands via improved content marketing.
Global Market Research for the Healthcare Industry
Jenne Meyer, Ph.D., director global strategic marketing at GE Healthcare, discussed how GE Healthcare procured insights from its recent global market research study to launch global product offerings.
Jack Daniel's Website Embraces Responsive Design
Marjorie Dufek, digital marketing director, Brown-Forman Corporation, and Todd Buffum, senior digital producer, Arnold Worldwide, discussed how the new Jack Daniel's global website was built on responsive design.
Jack Daniel’s Website Embraces Responsive Design
Marjorie Dufek, digital marketing director, Brown-Forman Corporation, and Todd Buffum, senior digital producer, Arnold Worldwide, discussed how the new Jack Daniel's global website was built on responsive design.
A Hidden Harmony: Documenting the Connection Between Brand and Corporate Reputation
New research from the Council of PR Firms, in partnership with Harris Interactive, argues that companies would achieve better results by adopting a new paradigm that takes product brand efforts and corporate reputation efforts out of their silos and deploys them jointly in pursuit of common objectives such as purchase consideration and recommendation.
Balihoo Study: National Brand Use of Digital in Local Marketing
This micro study from Balihoo found that two-thirds of marketers believe that local digital marketing is extremely or very important when it comes to achieving national brand success.
Collaboration in Product and Marketing Innovation Drives Success for Kraft MiO
Leslie Wood, chief research officer, Nielsen Catalina Solutions, and Coreen McGann, senior director of consumers insights, Kraft Foods, discussed how the two organizations successfully collaborated to measure a new product launch for Kraft.
Collaboration in Product and Marketing Innovation Drives Success for Kraft MiO
Leslie Wood, chief research officer, Nielsen Catalina Solutions, and Coreen McGann, senior director of consumers insights, Kraft Foods, discussed how the two organizations successfully collaborated to measure a new product launch for Kraft.
How AT&T Employs a 360-Degree Approach to Its Multicultural Marketing
Marketing leaders from AT&T shared how it uses a 360-degree approach to its multicultural marketing programs by employing traditional media, digital, social, and music. Examples of its culturally-relevant, celebrity-driven campaigns were also shared.
So, You’re a Social Brand. Congratulations. Now What?
Mark Fallows, executive creative director; Kandace Hudspeth, executive strategy partner; and Sharon Panelo, digital strategist, McCann Worldgroup, discussed three trends radically changing the way people and brands create and consume content.
