Category: case studies
American winery Pacific Rim, based in Portland, Oregan, has been producing Riesling wines since 2006.
The company identified ‘older millennials’ – age range 26-34 as a target audience due to research indicating that this group are more likely to try out unfamiliar brands.
Pacific Rim wanted to:
- increase brand awareness amongst its target audience of wine enthusiasts
- have evidence of an engaged audience interacting with the brand
- build credibility with retailers in order to persuade them to stock more Pacific Rim Riesling
In 2010, Pacific Rim partnered with Anvil Media and Grow Creative, to put in place a facebook marketing strategy.
The campaign focussed on:
- driving engagement amongst the company’s wider network, by utilising their newsletter subscriber list
- offering an incentive of a free calendar cube gift to visitors who ‘liked’ the page during the first 2 weeks of the campaign
- educating fans on Riesling and Pacific Rim through video animations, the Riesling Rules Book (a 30 page book and e-book) and blog More »
French company Christian Dior S.A. (usually referred to as Dior) owns the high-fashion apparels and accessories producer and retailer Christian Dior Couture.
The company, designs and makes some of the world’s most coveted haute couture, as well as luxury ready-to-wear fashion and accessories for men and women. Christian Dior operates more than 235 boutiques worldwide with plans to open more.
Dior wanted to:
· introduce new products from its autumn/winter 2012 collection
· create marketing materials which retain the label’s original brand lifestyle and image
· create content with viral potential that consumers can share without confusing the brand image
Dior’s marketing campaign centred on a video called ‘Secret Garden – Versailles’, supported by social media channels and the company’s magazine.
The film ‘Secret Garden – Versailles’ (the Palace of Versailles has been a signature part of the Dior brand) was directed by Inez van Lamsweerde and Vinoodh Matadin, and stars top industry models including Daria Strokus, Melissa Stasiuk and Xiao Wen Ju in La Galeries Des Glaces.
The build up to the release of the video on 3 May 2012 included the release of a teaser video in April on the Dior YouTube channel and promotion across the company’s social media sites – Facebook page, Twitter profile and magazine DiorMag. There were follow up videos – the extended version released 2 days following the initial release and a ‘Making of’ video issued 10 days later.
Australian Wool Innovation Limited (AWI) is the owner of The Woolmark Company, a not-for-profit company that invests in research, development and marketing for the Australian wool industry. By implementing marketing campaigns and R&D within the global textile and fashion industries, the company aims to drive global consumer demand for quality wool products. The company focuses on four sectors – fashion designers, clothing manufacturers, the retail sector and consumers, in key markets across Asia, Europe and the Americas.
The Woolmark Company wanted:
- to engage a new generation of wool customer who hadn’t ‘grown up with wool’
- to educate online customers about the benefits of wool
- customers to establish an emotional connection with the fibre
In June 2011, The Woolmark Company together with newly appointed specialist social media agency, Circul8. unveiled it’s first fully integrated social media marketing campaign aimed to drive awareness and demand for Australian Merino wool.
The company’s marketing campaign strategy focused on ‘feeling connected by wool’.
Key elements included: More »
Aims: Colgate, with its new Smile campaign, is joining the numerous brands including Bombay Sapphire and McCain attempting to combine their social media strategy with physical marketing efforts, and thereby linking their online and offline communities.
Strategy: Colgate created a dedicated Facebook page, where users are encouraged to upload photographs of themselves smiling. These images are collected and used to build large-scale collage posters, which are being displayed in supermarkets, shopping centres and other point-of-sale locations.
Results: Analysis by WaveMetrix has revealed that Colgate’s strategy is having a “positive effect on purchase discussion”. That is to say, visitors to the Colgate Smile Facebook page have become more likely to post comments about buying the product (eg. “going out to buy Colgate”), and even discuss how seeing the Smile posters made them “want” to buy Colgate. WaveMetrix described this activity as an increase from 6% to 13% “buzz about purchase” from the campaign launch to three weeks later.
What’s more, ‘Smile’ has driven a positive brand image, spurring consumers to identify Colgate with a sense of community and fun, as actual user-generated content from Facebook fans is being depicted on outdoor ads. Some 35% of consumers now perceive Colgate as a “community brand”, while 26% see Colgate as “fun” and “cool”. More »
Microsoft – American multinational company with HQ in Redmond, Washington, USA , which manufactures, licenses, and supports a wide range of IT products and services through its various product divisions
New York based advertising agency JWT were tasked with engaging with IT ‘decision makers’ in the world of business technology – a close knit world which can be difficult to penetrate through traditional advertising strategies. The agency aimed to join in online conversations relevant to Microsoft products and contribute in real time, with content targeted at ‘fence sitters’ across the web.
The agency’s news team listens to and monitors all online conversations on a daily basis, relevant to Microsoft Enterprise Software, identifying potential conversations to join. A team of 40+ specialist IT bloggers are then be activated to join the identified conversations, and briefed with with speaking on Microsoft’s behalf. Additionally Twitter feeds such as ExecTweets IT, audio interviews, round tables and live chats with industry analysts were hosted, with the aim of publishing in places where the key decision-making conversations were happening. More »
Dallas Convention & Visitors Bureau (Dallas CVB ) is the Official Visitor Information service for Dallas, Texas. The independent, not-for-profit organisation of 60 full time employees, aims to promote Dallas as a business and pleasure destination.
Dallas CVB wanted to launch a campaign around Super Bowl XLV to promote the city. They linked with social media tourism specialists Think! Social Media with the aim of using social media to get people talking to each other about Dallas, in effect marketing the city via word of mouth.
The agency planned to send a ‘Mystery Man’ to each of the cities of the teams who had made it to the Super Bowl with a secret phrase. The idea was that the first person to find the Mystery Man and tell him the phrase which was ‘Have you been to Dallas lately?’ would win a 4 night travel package to the NFL experience with tickets to the big game.
Daily clues to the whereabouts of the mystery man in each city would be seeded by “Exclusive Bloggers”, selected for having strong social media presences and very engaged readers. The bloggers would be key to engaging with local communities and driving awareness of the campaign. More »
Cadbury is one of the leading confectionery manufacturers in the world. Acquired by by the US food giant, Kraft in February 2010, its products are marketed under various brands such as Dairy Milk, Flake, Crunchie, Chocolate Buttons and Milk Tray.
The campaign strategy for the company’s Dairy Milk chocolate bar followed those of previous Dairy Milk ads – ’Gorilla’, ’Airport Trucks’ and ’Eyebrows’, and was developed by Cadbury’s Glass and a Half Full studio. The ‘Chocolate Charmer’ was one of Kraft’s first themed ads for Cadbury since the takeover and aimed to show how the swirls of chocolate and fresh milk give Cadbury Dairy Milk its unique creamy taste.
Fallon created the ad and PHD handled media planning and buying – the ‘Charmer’ campaign ran last year from 9 April to 3 June and used TV, cinema, video-on-demand and online. The 60-second spot, featured the bespectacled charmer creating towers of chocolate and milk out of spinning glass bowls and his own magical powers with chocolate.
According to PHD’s media group manager Katrin Schlenzka. “The TV plan was aimed at the wider Cadbury Dairy Milk audience whose heartland is older. Online was used to complement this and target the next generation of Cadbury Dairy Milk fans.” More »
Lufthansa is the leading European airline in China, offering 71 flights weekly between China and Europe. Lufthansa’s brand and associations with Europe and European culture appeal to Chinese young adults who seek global experiences and exposure to different cultures. There is a natural fit between Chinese students who are interested in travel and study overseas and Lufthansa which enables travel to and within Europe. However, as a foreign company there was a lack of familiarity and consumer engagement with the brand.
Lufthansa wanted to introduce its services to a new target group, identified as Chinese students interested in travel and overseas study. The students were identified as a key segment of Chinese Internet users, with heavy use of social networking sites.The company wanted to create long-term loyalty as students progress in their careers, with the view that they will be the future management in organisations that travel on business to Europe. The company also wanted to soft sell the student fare as well as fostering a meaningful, useful environment for Chinese study students to interact and share knowledge about travelling in Europe. More »
American enterprise software and services giant IBM, headquartered in Armonk, New York, is the world’s second most profitable information technology and services employer and the world’s second most valuable global brand. With almost 400,000 employees worldwide, the company employs scientists, engineers, consultants, and sales professionals in over 200 countries.
In 2007, IBM wanted to implement a social media strategy that would create a cultural affinity for social media within the company and enable staff to make use of social networks such as Twitter and LinkedIn. According to IBM, the move was a necessary one because it wanted to convey a series of complex messages to diverse audiences, more complex than its marketing team could convey alone. By regarding social media as a responsibility for all employees, the new tools would enable staff to build relationships and identify ways to improve the business, creating efficiencies of scale and encouraging best practices. More »
Swedish Christmas classic, the Aladdin chocolate box is given a brand refresh in this innovative social media creative by agency Prime. One chocolate has to go… The campaign saw a massive re-engagement with the brand with more than 400k people voting to defend their favourite chocolate (about 5% of the Swedish population)
Result: a 26% jump in sales on the previous Christmas sales period.
Save Christmas: 4ca5f27d104ff8.74949785 from BeesAwards on Vimeo.