Integrated Marketing @ Legg Mason (Members Only Conference)

HONEST TEA DRIVES BUSINESS RESULTS THROUGH SOCIAL EXPERIMENT

Honest Tea seeks to have an honest relationship with consumers through the ingredients we use. To see how closely those values were shared throughout the country, Honest Tea conducted a social experiment to find out how honest people are when no one seemed to be looking. Over the course of 10 days the beverage company set up unmanned kiosks selling Honest Tea on the honor system. How did this experiment tie back to business metrics? The findings were released as the National Honesty Index, and comprised of an engaging website, videos, infographics and other social content that built brand affinity through earned and social interactions. It also played a role in a bigger integrated communications strategy that drove trial of its products via the activation itself and the digital coupon

Dan Forman

Director, PR and Digital Media Honest Tea

LEGG MASON’S GLOBAL INCOME CAMPAIGN: AN INTEGRATED MARKETING CASE STUDY

Recently, investors worldwide have seen long-held assumptions about income investing shattered by a combination of low interest rates, market volatility and declining home values.  In response, many investors are rethinking their approach to income.  Yet how do they feel about the new realities of income investing? To find out, Legg Mason commissioned a global research study of affluent investors to gauge their attitudes concerning their investments. A broad objective was to build-up the Legg Mason brand while also promoting our income solutions products. This unique, integrated marketing campaign employed a strategy that utilized both earned and paid media - print and digital, social and an extensive public relations effort.

David Master

Managing Director, Head, U.S. Marketing & Global Marketing Services Legg Mason

TOUCHSTONE ENERGY POWERS MEMBER ENGAGEMENT THROUGH MULTIPLE TOUCHPOINTS

Electric cooperatives were established to provide electricity to rural America, and now make up the largest electric utility network in the nation representing 42 million customers and serving 75% of the US land mass.  Touchstone Energy is the national brand identity for that network. Through the “Power of Co-op Membership” campaign, Touchstone Energy wanted to increase member engagement by showing the benefits of membership and the impact it has on the community.  This session will share results of this integrated marketing campaign, lessons learned from their digital strategy, and how they developed and then educated their 700 co-ops across the country on how to use the customizable creative assets to target their local communities.

Kristine Jackson

Director, Strategic Communications and Partnership Marketing Touchstone Energy

CARMAX LEVERAGES THE SUPERBOWL TO GENERATE CONVERSATION AROUND THE BRAND

CarMax is America’s largest used-car retailer and this year returned as one of Super Bowl 2014’s advertisers after a two year absence. Attendees will hear the rationale for releasing the television spot before the game, and how they built an integrated marketing campaign to generate conversation around the CarMax brand before, during and after the big game. This session will also take a closer look at the partnerships between the various agencies and internal teams and how they worked together to develop the facets of the campaign, as well as share results and key learnings.

Laura Donahue

Vice President, Advertising CarMax Auto Superstores

MCKINSEY & COMPANY: TAMING YOUR DATA DEMONS

How can companies turn data into insights that drive effective marketing campaigns? It begins with really understanding your consumers' decision journey and how best to engage key target segments at the moments that matter most. Then it requires cultivating and integrating a common set of metrics for success across the entire organization. This session will reveal the science (and art) of weaving traditional and emerging research methods (e.g., social listening) into a coherent picture, and what skills and mindsets are necessary to rapidly test and act on research insights that can positively impact your marketing initiatives.

Liz Harrison

Senior Associate McKinsey & Company

Johnson’s Baby: Using pop culture and partnerships to bring new life to a 100 year old equity

Johnson’s Baby is a 100 year old brand with nearly ubiquitous awareness.  But parenting and motherhood are always evolving – so turning awareness into brand love and relevance is a constant challenge.  The birth of Prince George allowed Johnson’s Baby an opportunity to connect a beloved brand equity, known for celebrating babies, with a world-wide celebration of birth and new beginnings.  Attendees will learn about how the brand developed ownable and relevant messaging that became one of the most recognized and celebrated branded responses in the U.S.  Additionally, the team will share their channel planning approach that ensured a place for the brand in conversation leading up to the birth, the big announcement, and the buzz that followed. 

Kacey Dreby

Group Brand Director Johnson & Johnson Skincare