Presentation on theme: "Draft Digital Case Studies. Verizon Verizon Freedom For Business Objective: Drive qualified traffic to the Verizon Freedom landing pages online. Support."— Presentation transcript:
Verizon Freedom For Business Objective: Drive qualified traffic to the Verizon Freedom landing pages online. Support and reflect the campaigns 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 Objective: Build brand awareness. Target: Moms ages 25-54yrs. with kids 6-12 yrs. old Solution: Created 1 st 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 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 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
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
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 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 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 Cuervos 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 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 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 Summer Media Tactics: Value-add traditional banners though Cuervo print and radio partners sites Email – promotional newsletter to Cuervos 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 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 Overview: The CuervoNation Stupid Cupid campaign was the third of four CuervoNation Celebrations promotions. This campaign tied into Valentines Day. The online channel drove this integrated promotion. Online Objectives: Create buzz around Cuervos 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 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 Cuervos opt- in consumers Creative Solutions: CuervoNations 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 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)