Tag: case study
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 »
Company Profile
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
The Challenge
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.
Solution
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 »
Company Profile
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.
The Challenge
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 Solution
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 »
Company Profile
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 Challenge
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.
The Solution
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 »
Company Profile
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.
The Challenge
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 »
Company Profile
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.
The Challenge
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 »
The Internet Advertising Bureau has just announced findings from its joint survey with B2B magazine of 140 UK B2B marketers.
They show that online marketing is being used predominently for sales and lead generation with email, SEO, PPC and display the most popular activities.
No mention of social media being used though with marketers saying they are ‘looking at it’ but lacking information on how it can be used. The overall picture seems to be that marketers are sticking to what they know online whilst waiting for more evidence on how social media and branding can benefit them. More »
