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Draft Digital Case Studies. Verizon. Verizon Freedom For Business. Objective: Drive qualified traffic to the Verizon Freedom landing pages online. Support and reflect the campaign’s offline broadcast and print concepts.

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verizon freedom for business
Verizon Freedom For Business
  • Objective:
  • Drive qualified traffic to the Verizon Freedom landing pages online.
  • Support and reflect the campaign’s offline broadcast and print concepts.
  • Coordinate media, creative, marketing and database tracking teams across three separate agencies.
  • Target:
  • Small business owners in Massachussetts, New York, Pennsylvania, New Jersey, Virginia, and Maryland
  • Solution:
  • Response rates and weight weight were analyzed each week to isolate the top performing concepts and platforms.
  • Subsequent media tactics were modified to optimize the flight.
  • Technology:
  • Flash
  • Results:
  • Online leads were responsible for more than 50% of sales (with less than 15% of overall media spend).
  • Buy optimization improved response rates for the campaign on average of 30-40%.
snuggle botanical bliss
Snuggle Botanical Bliss
  • Objective:
  • Build brand awareness.
  • Target:
  • Moms ages 25-54yrs. with kids 6-12 yrs. old
  • Solution:
  • Created 1st Full-Screen Online Ad.
  • Technology:
  • Unicast Full Screen Ad
  • Flash
  • Results:
  • Full-Screen ad proven effective and successful, generating 71% lift in online awareness and 34% lift in purchase intent.
wisk playday
Wisk PlayDay
  • Objective:
  • Build awareness.
  • Drive traffic to events.
  • Acquire consumer information.
  • Target:
  • Modern moms ages 25-54 with kids 2-13 yrs. old
  • Solution:
  • Used a combination of online advertising, email and website to promote Wisk and Wisk PlayDay Sweepstakes.
  • Technology:
  • Flash
  • EyeBlaster
  • Database supported registration page
  • Results:
  • 130 million unique visitors during the promotion.
  • Online rich media ads delivered an astonishing performance with a click-through rate of 7.89%.
  • Wisk emails generated a 4.5% click-through rate and 2.0% viral pass along rate.
  • Sweepstakes generated over 21,000 registrants in a 3 month period.
cuervonation
CuervoNation
  • Overview:
  • This initial CuervoNation online campaign supported the integrated CuervoNation ‘Global Outposts’ sweepstakes promotion. The online campaign covered the Beach, City, Adventure, Snow, Exotic and Grand Prize Island events.
  • Online Objectives:
  • Generate brand/promotion awareness
  • Drive traffic to CuervoNation.com
  • Test multiple online media publishers, creative ad formats and copy messages
  • Acquire target consumers
  • Target:
  • 21-29 yr. old active and social consumers
  • Concept:
  • Created an online sweepstakes promotional campaign on Maximonline.com and the bThere.tv network of websites in conjunction with a video and event sponsorship program running on CuervoNation.com
  • Timing:
  • August 2002 – December 2002
cuervonation1
CuervoNation
  • Media Tactics:
  • Online Media – traditional banners, large format and video ad units on bThere.tv network
  • Value-add traditional banner placements on Maximonline.com
  • Creative Solutions:
  • Ad units touted sweepstakes promotion with strong call-to-action to click-through and register
  • CuervoNation.com Global Outpost information, video and photos
  • CuervoNation.com sweepstakes registration
  • Technology:
  • Video
  • Flash
  • EyeBlaster
  • Database supported registration page
cuervonation2
CuervoNation
  • Results:
  • Over 7.8MM consumer impressions
  • Over 190M people responded to the ads and visited the site (CTR 2.44%)
  • 18,092 consumers registered during the campaign
  • 7% increase in aided Cuervo brand awareness
  • 86% increase in associating the CuervoNation promo with the Cuervo brand
  • 5% increase in Cuervo brand favorability
  • 24% increase in purchase intent for Cuervo Especial
cuervonation independent spirit
CuervoNation Independent Spirit
  • Overview:
  • The CuervoNation ‘Independent Spirit’ campaign was the first of four CuervoNation ‘Celebrations’ promotions. Online support for the ‘Independent Spirit’ promotion was integrated with the offline Independence Day holiday promotion.
  • Online Objectives:
  • Acquire Target Consumers
  • Increase Brand/Promotion Awareness
  • Engage Consumers with Cuervo
  • Target:
  • 21-29 yr. old active and social consumers
  • Concept:
  • Utilize a cutting edge technology to engage the Cuervo core audience in an online contest that supported the ‘Independent Spirit’ promotional theme
  • Timing:
  • June 2003 – July 2003
cuervonation independent spirit1
CuervoNation Independent Spirit
  • Media Tactics:
  • Online Media – banners and large format ads
  • Media campaign was optimized based on targeted registrations/conversions (registrants who indicated they tasted tequila)
  • Value-add placements on Radio partner websites
  • Email – promotional newsletter to Cuervo’s opt-in consumers
  • Technology:
  • Flash
  • Pulse3D
  • Database supported registration page
  • Creative Solution:
  • An interactive contest based on an application that enabled consumers to bring a photograph to (virtual) life and have it speak their answer to the question “How are you an Independent Spirit”, the best entry won a trip to CuervoNation
  • Advertising had a compelling call-to-action to enter the contest
cuervonation independent spirit2
CuervoNation Independent Spirit
  • Results:
  • Winner of the John Caples Awards Bronze Trophy for Consumer E-Mail
  • 150MM consumer ad impressions
  • Over 1MM visitors driven to the site in just over a month
  • Large ad formats performed extremely well, driving between 4% -7% CTR
  • The campaign resulted in 15.3M new registrations - 82% were tequila drinkers
  • 2.4M ‘virtual characters’ were generated by consumers
cuervonation endless summer
CuervoNation Endless Summer
  • Overview:
  • The CuervoNation ‘Endless Summer’ campaign was the second of four CuervoNation ‘Celebrations’ promotions. This promotion was tied into the offline support of the Labor Day holiday.
  • Online Objectives:
  • Increase brand/promotion awareness
  • Drive consumer registration
  • Engage consumers with Cuervo
  • Target:
  • 21-29 yr. old active and social consumers
  • Concept:
  • Utilize an online petition contest on CuervoNation.com to drive awareness, acquisition and generate PR for the ‘Endless Summer’ promotion
  • Timing:
  • August 2003 – September 2003
cuervonation endless summer1
CuervoNation Endless Summer

Media Tactics:

  • Value-add traditional banners though Cuervo print and radio partners sites
  • Email – promotional newsletter to Cuervo’s opt-in consumers

Creative Solution:

  • Developed online ‘Endless Summer’ petition contest where consumers were able to ‘sign’ a petition supporting the ‘Delay Labor Day Movement’ and send a link to their friends inviting them to do the same. Users who drove the most petition signatures won a private Cuervo Endless Summer party, including a portable grill, compact stereo system, blender and $250 gift check. Runners-up received a Cuervo Margarita Ball.

Technology:

  • Flash
  • Database supported registration page
cuervonation endless summer2
CuervoNation Endless Summer
  • Results:
  • 140M consumer visitors to the site
  • 5.5M consumers registered and signed the petition
  • 2.4 viral rate for the petition (each consumer forwarded the petition to 2-3 friends on average)
  • 5M visitors were driven to the site via value-add online placements on the following print publications’ web properties: Aspen, Cosmopolitan, Jezebel, BPM Culture, FHM, Jane, Movieline, Nation Geographic Explorer, Nylon, Paper, Premiere, Out, Razor, Ski, Soma, Surface, Time Out NY, Vibe
cuervonation stupid cupid
CuervoNation Stupid Cupid
  • Overview:
  • The CuervoNation ‘Stupid Cupid’ campaign was the third of four CuervoNation ‘Celebrations’ promotions. This campaign tied into Valentine’s Day. The online channel drove this integrated promotion.
  • Online Objectives:
  • Create buzz around Cuervo’s ‘Stupid Cupid’ promotion
  • Drive targeted consumers to register
  • Build brand/promotional awareness
  • Engage target consumers with the Cuervo brand
  • Target:
  • 21-29 yr. old active and social consumers
  • Concept:
  • Utilize an instant win game to drive awareness, site traffic and targeted consumer acquisition while building viral marketing
  • Tie-in to offline PR with an interactive e-card application
  • Timing:
  • January 2004 – February 2004
cuervonation stupid cupid1
CuervoNation Stupid Cupid
  • Media Tactics:
  • Online Media – traditional banners & large format ads
  • Value-add placements on Radio partner websites
  • Offline – print ad spectacular in FHM (subscriber edition)
  • E-mail – promotional newsletter to Cuervo’s opt-in consumers
  • Creative Solutions:
  • CuervoNation’s Stupid Cupid Instant Win Game, supported by both FHM print ‘spectactular’ ad unit and online banners/large format ads and e-mail with compelling call to action to visit CuervoNation.com to win prizes including: magazine subscriptions; gift certificates to Barnes & Noble and Ticketmaster; and a cruise to Mexico as the grand prize.
  • CuervoNation.com included: Instant Win Game, Tip & Recipes, Postcard Application, ‘Krista Allen’ Stupid Cupid Cards
  • Technology:
  • Flash
  • ePrize
  • Database supported registration page
cuervonation stupid cupid2
CuervoNation Stupid Cupid
  • Results:
  • 38.5MM consumer ad impression
  • 500M visitors to the CuervoNation site
  • 35M consumer registrations – 82% of which were tequila drinkers
  • Traditional banners performed at a 1.42% CTR
  • 43% opt-in rate for all registrants
  • 15M registrants driven by online media, 8M registrants were driven by the FHM print spectacular, 12 driven by viral marketing (friends)
  • 2.3 viral rate for the Instant Win application (on average, consumers passed the promotion on to 2-3 friends)