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Marketing Case Studies: Advertising
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- How Pioneer Achieved a Whopping 60%+ Click-Through Rate for Its Online AdsPioneer Electronics (USA) Inc.CASE STUDY: Here's how Pioneer Electronics earned amazing click-through rates on its targeted online ads. more
- SEO and Sex: A Recipe for SuccessDr. Helaine Smith, DMDCASE STUDY: How does an SMB owner run a business day to day, do his/her own marketing and promotion, and make sure the biz keeps going and growing? Just maybe, SEO+Sex=Success! more
- How One Website Doubled Its Ad RevenuePlanningFamily.comCASE STUDY: Even in the midst of a recession, when advertising spend has been drying up, this website doubled its ad revenue. How, exactly? Take a gander... more
- How a New, Low-Cost Offline Channel Generated Surprisingly Stellar Results for SamsungSamsung Electronics CanadaCASE STUDY: When your product competes with the iPhone, you have to get creative. Which is just what Samsung did. more
- A Facebook Experiment in Ad TargetingOne Day, One JobCASE STUDY: Here's how One Day, One Job—an online company that helps college students find entry-level jobs—grew its Web traffic and visibility via targeted ads on the social network. more
- Generating Serious B2B Buzz With Dead Bugs... and VideoGrasshopper.comCASE STUDY: Entrepreneurs, by definition, don't play it too safe. So for a company that serves startups and small businesses, what better way to launch a rebranding campaign and generate buzz than doing something novel and risky—but being wicked smart about it. Which is where the bugs come in. more
- How an Interactive Game Stimulated Product Awareness and SalesSony UnitedCASE STUDY: To differentiate itself in a crowded consumer-electronics market, Sony Electronics leveraged a bond—James Bond—with sister company Sony Pictures. A Bond-themed interactive game and sweepstakes resulted in 45,000 clickthroughs to product pages—and a 12-15% increase in sales of those products. more
- Three Small (Biz) Steps to Increased Product & Service Sales, Recession EditionPaul Hyland Salon & Day SpaCASE STUDY: Sales of luxury products and services have been suffering in the current economy—all the more so for small businesses. But email, coupons, and new-client referral and member-rewards programs have helped this small business beat the recession blues. See how. more
- How a Viral Campaign Gave OfficeMax Brand Recognition, Drove ShoppersOfficeMax, Inc.CASE STUDY: Office supply chain OfficeMax also sells digital cameras and other products popular as holiday gifts—but its customers didn't think of it as a holiday-shopping destination. What's more, it was often confused with its chief rival. A wildly popularly web-based viral marketing campaign helped OfficeMax distinguish itself and encourage shoppers. more
- How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales ForecastsNHL.comCASE STUDY: Before any talk of bailouts, Chrysler called on 15 Web sites to help improve consumers' perception of the Dodge brand and launch its first crossover vehicle, the Journey. NHL.com cut through the clutter and delivered the brand message. Here's how. more
- How a Nonprofit Used New Banner-Ad Technology and Market Insight to Create an Effective Viral CampaignThe Blue CrossCASE STUDY: Founded in 1897, the Blue Cross is one of the UK's oldest animal welfare charities. It built an online community of pet owners - then launched a viral campaign, including rich media, that had people flocking to the social network. more
- How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp ElectronicsSharp Electronics CorporationCASE STUDY: Sharp Electronics may have led the LCD revolution, but consumers don't view it as an agent of change. As part of a multichannel campaign to change consumers' minds, Sharp turned to an innovative effort on Facebook. more
- How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand AwarenessLenovoCASE STUDY: Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and created a new level of athlete and fan interaction. more
- How a Telecommunications Company Enlisted the Quirkiness of an Offbeat Celebrity to Build Brand AwarenessGotVMail Communications, LLCCASE STUDY: GotVMail set out to raise brand awareness, promoting itself in a way that would both amuse its audience and set the company apart. What resulted was a viral video campaign starring Gary Busey. more
- How a Technology Company Leveraged March Madness Live Streaming to Increase Visibility for Its Own ProducteTelemetryCASE STUDY: When CBS Sports announced that it would once again live-stream the NCAA March Madness tournament during regular business hours, eTelemetry jumped at the chance to use the event as a prime backdrop for its own campaign. more
- How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and MoreXanGo, LLCCASE STUDY - Here's how a unique Major League Soccer sponsorship helped a new beverage product score big in both sales and brand recognition. What's more, here are three lessons you can apply to your own sponsorship efforts. more
- How a CEO Uses Twitter to Convey the 'Sole' of His CompanyZapposCASE STUDY: While others are still hashing out whether their CEO should be Twittering, blogging, or Plurking, Zappos Tony Hsieh has been using Twitter for over a year. Here, he reveals what he gets out of micro-blogging, and why he thinks it's important for his company and others to embrace social media tools. more
- How Weekly Reader Boosted Renewals by Altering Its Direct Marketing Package and CollateralWeekly ReaderCASE STUDY: Weekly Reader, a publisher of materials for elementary and secondary schools, needed to improve direct mail renewal rates, which had been trending downward. A simple redesign and copy change worked to increase the response rate and orders for the fall school year. more
- How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and ConsumersSherwin-Williams Company, Krylon divisionYou have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will. more
- How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 MonthsTellabsLast spring, telecom player Tellabs launched its "Get Schooled" video-podcast series as both a way to communicate with customers as well as showcase the depth and breadth of its offerings. Get Schooled did that and more... generating tens of thousands of views, landing a coveted interview, and garnering an industry award. more
- A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's ClosetFive years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach. more
- How a Bed & Breakfast Inn Boosted Its Bookings with One Video AdMorning Glory InnAs a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility through rich media, and learned three valuable lessons on the way. more
- How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product LineEastman Kodak CompanyWhen it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share. more
- How a University Embraced Social Media and Scored Millions in YouTube ViewsCarnegie Mellon UniversityHow does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign. more
- How a Small-Business Consultant Leveraged a High-Profile TV Commercial to Generate New Traffic and Win New BusinessLocalZingAs a tiny Florida player in the field of advertising for small businesses, Karl Long knew he should consider unconventional ways to promote his company. Taking a cue from a competitor, Long launched a campaign that upped traffic to his blog 500%, raised his Google profile, and led to new business. more
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