ANA/Effies: Effective Marketing & Media Insights @ Time Warner Cable (Members Only Conference)

KEY INSIGHTS FROM 2014 EFFIE AWARDS

Effie Worldwide will present key insights learned from the 2014 Effie Awards North American program.   With learnings from Effie judges and case studies, this presentation will set the stage for the day by fueling the discussion on the drivers of marketing effectiveness.

Oscar Yuan

Partner and Head of Brand Millward Brown Vermeer

SUBWAY: THE 4 TO 9ERS

Despite Subway’s recent growth to the #2 Quick Serve Restaurant (QSR), the brand lagged behind among Teens. Subway needed to find a genuine way to be part of the conversation with this up-and-coming generation. The company took a content first approach and created a scripted digital comedy called The 4 to 9ers about the pains and passions of high school kids who work after the bell rings from 4PM to 9PM and the parents who annoy them in between shifts. Discover how Subway connected with teens successfully through content.

Karie Ford

Vice President, FAF - Media Services Subway

DOVE REAL BEAUTY SKETCHES: 2014 NORTH AMERICAN GRAND EFFIE AWARD WINNER

Only 4% of women believe they are beautiful. How could Dove inspire to the other 96% to think differently? Dove discovered the barrier to women feeling beautiful had fundamentally changed and launched Dove Real Beauty Sketches - a social experiment that introduced women to their inner critic, proving they were more beautiful than they thought. Learn how Dove, the 2014 North American Grand Effie Award Winner, lifted women’s esteem and drove significant ROI with a budget of less than $1M in under five months.

Jennifer Bremner

Brand Building Director, Skin Cleansing Unilever

BLACKROCK: IT’S TIME TO BE AN INVESTOR AGAIN

A New York Times study in late 2012 contained a startling statistic: 75% of Americans approaching retirement age had less than $30,000 in their retirement accounts.  It's a scary figure that epitomizes the crisis that we are facing as individuals and a society.  Unfortunately, after the market crisis in 2008 and a constant news cycle of hype and hysteria, many of us were afraid to step back into investing.  Instead, we were holding onto cash at the expense of seeking growth.  BlackRock decided to take on the challenge and encourage all of us "To Be An Investor Again."  We launched a bold and forward facing campaign across print, and digital media—devoid of pandering or promising the unattainable.  BlackRock decided to have an adult conversation about what we do with our money, and found an audience that was desperate for intelligent engagement.

Craig Brown

Global Director of Brand BlackRock

EXPEDIA: FIND YOURS

Fifteen years after inventing online travel, Expedia was the undisputed category leader. But that lead was in jeopardy. The category had become commoditized and price-driven. In addition to a shrinking SOV, Expedia’s media spend was decreasing. To preserve its leadership position, Expedia had to differentiate. Expedia set out to make travel personal again, to acknowledge that travel is about more than changing places; it’s about finding the things that change you. With “find yours,” Expedia not only maintained its leadership, site traffic and revenue grew beyond expectations.

Vic Walia

Sr. Director of Brand Marketing Expedia, Inc.

NEW YORK CITY BALLET: NEXT-GEN MARKETING FOR A NEXT-GEN AUDIENCE

All performing arts organizations are facing the reality of an aging audience base.  While New York City Ballet (NYCB) is attracting more young adults than its peer institutions, more still needed to be done to attract and cultivate a young adult audience.  To do this, we created an initiative called NYCB Art Series, which enhanced the relevance and social cachet of attending a performance by transforming the ballet-going experience in an authentic way for the brand.  Learn how shifting your marketing approach from “campaigns” to “initiatives” can jump start your brand and activate your target.

Karen Girty

Senior Director, Marketing & Media New York City Ballet

“EXPRESS YOUR PEEPSONALITY”: A DAVID VS. GOLAITH STORY

Peeps, the iconic Easter candy, has faced steep challenges as the Goliaths of the confection category have launched seasonal competitors. How could Peeps, a brand with an annual advertising budget under $2 million, compete with brands wielding yearly ad budgets of $70 million? The “Express your Peepsonality” campaign is built on the insight that unlike most candy, Peeps isn’t just for eating; it’s for baking, crafting, microwaving, jousting and boundless other rituals. Moms, looking for ways to entertain their children during Easter, were compelled by the promise, and Peeps Easter sales increased by nearly 9% while most of their competitors saw sales declines. Discover the story behind Peeps’ triumph over the Titans.

Kathleen M. Parker

Vice President, Marketing & Innovation Just Born Quality Confections