Integrated campaigns that get results a cutting edge case study
This presentation is the property of its rightful owner.
Sponsored Links
1 / 14

Integrated Campaigns That Get Results A Cutting Edge Case Study PowerPoint PPT Presentation


  • 57 Views
  • Uploaded on
  • Presentation posted in: General

Integrated Campaigns That Get Results A Cutting Edge Case Study. Ohio Web Leaders May 19, 2008. Every category has influencers. Case study subject: Not fast cars Not beautiful actresses Not trendy technology Not boy wizards Not rock bands Not even Barack Obama.

Download Presentation

Integrated Campaigns That Get Results A Cutting Edge Case Study

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Integrated campaigns that get results a cutting edge case study

Integrated Campaigns That Get ResultsA Cutting Edge Case Study

Ohio Web Leaders

May 19, 2008


Every category has influencers

Every category has influencers

Case study subject:

  • Not fast cars

  • Not beautiful actresses

  • Not trendy technology

  • Not boy wizards

  • Not rock bands

  • Not even Barack Obama


Every category has influencers1

Every category has influencers

Scissors!


Every category has influencers2

Every category has influencers

Fiskars’ Goals

  • 200 members

  • Increase online buzz by 10%

  • Increase website traffic


Every category has influencers3

Every category has influencers

Fiskars’ Results

  • 815 members in 45 states

  • Increased online buzz by 341%

  • 130,000 website visitors from 40 countries


How did they do it

How did they do it?

  • Recruit four influencers through traditional and online channels

  • Provide onsite training for influencers

  • Allow face-to-face time with product development


How did they do it1

How did they do it?

Influencers:

  • Created blog posts

  • Hosted online chats

  • Attended tradeshows

  • Worked in-store promotions


How did they do it2

How did they do it?

Supported by:

  • Custom microsites

  • Direct mail to Fiskateers

  • Offline multi-level marketing


And it was a hit

And it was a hit!

Blogosphere chatter


And it was a hit1

And it was a hit!

Organic, paid and shopping engine top rankings


And it was a hit2

And it was a hit!

Viral marketing about viral marketing!


The lesson

The lesson?

  • In the new marketing world, success is about cutting through the clutter with an integrated approach, to reach:

    • the right consumer

    • with the right message

    • in the right medium

    • at the right time


The lesson1

The lesson?

  • Typical marketing yields typical results?

    • Since 1994, AmEx's TV ad spending feel from 80% of its total advertising budget to 35%.

    • 78% of the top marketers feel the potency of their television advertising has declined

    • Advertising executives are shifting their ad budgets away from traditional channels because of the changing media habits of consumers.


Questions and comments

Questions and comments?

  • Stay tuned at OhioWebLeaders.com for more!


  • Login