Case Studies

Freecreditreport.com

2011-08-31T12:35:32+00:00

The Challenge
Generate positive awareness for the brand and its products amid a storm of media scrutiny.

The Approach
Engage and entertain consumers by tapping the late Ed McMahon (a trusted figure who battled personal finance mishaps) to star in a spoof rap video that delivered brand messages in a unique way. Besides starring as “Ed McGangsta,” McMahon was used for national media interviews. Note: The video was created for online use only, and received no advertising support.

The Results

765 placements in a five-week launch period
504 million total impressions
95% of coverage positive
Overall site traffic was up 34% during publicity period (no other marketing support at this time)

Pampers

2011-08-31T12:34:56+00:00

The Challenge

Help UNICEF wipe out neonatal tetanus in Africa
Create comprehensive campaign for Pampers
“One Pack = One Vaccine” program that reaches general market and Hispanic moms
Secure the support of A-list celebrity spokesperson to drive engagement, awareness and action

The Approach

Kicked off program in February 2009 with a press conference held at the U.S Fund for UNICEF’s New York City headquarters with campaign ambassador, Salma Hayek, in attendance
Throughout three-month campaign, consumer awareness and engagement continued as a result of rigorous media push
Executed a social media campaign designed to re-enforce an emotional connection with moms across the country in order to engage her to further stand behind the cause
Footage of Salma’s field trip to Africa, the specially-designed campaign baby bodysuits and widget all provided unique “badges” of content to leverage in engaging moms and inspiring influential bloggers to share news about “One Pack = One Vaccine.”

The Results
Delivered more than 530 million media impressions from more than 600 broadcast, print and online placements, sparking organic participation from mommy bloggers and helping foster additional three-year commitment to continue program as part of Clinton Global Initiative.

Sony

2011-08-31T12:33:51+00:00

The Challenge
Unveil Sony VAIO’s new line of computers in a non-traditional way to drive buzz and to showcase the “total VAIO experience” of performance, creativity/design, innovation and service.

The Approach
Created a 360-degree event that brought to life Sony VAIO’s leadership in the four areas, with astounding acts by Cirque Berzerk (performance), Tattoo Artist Thomas Pendleton of A&E Tattoo Highway (Innovate), Graffiti artists Zulu Kings (Create) and DJ Kiss (Service) – all integrating the new products in their performances.

The Results

149 media stories (more than double from prior events), generating 767 million impressions
Extensive coverage from entertainment and gossip press
247,000 social media impressions via Sony blog, Facebook, Twitter, Flickr and YouTube

Iams

2011-08-31T12:33:45+00:00

The Challenge
Celebrating its 12th year – the goal of the 2010 Iams Home 4 the Holidays campaign was to raise awareness about pet homelessness and educate consumers about the importance of choosing pet adoption or rescue when considering a new dog or cat. The challenge was to execute a successful campaign during a crowded news cycle - the holidays - with fresh, exciting ideas that would drive media/blogger coverage and resonate with potential adopters.

The Approach
We developed a robust online consumer engagement strategy and leveraged the Iams social media channels (Facebook, YouTube and Twitter) to drive participation, grow fan base and generate coverage with important online/blogger influencers, stakeholders and media. To bring the pet search, selection and living experiences to life in real time, we selected two ‘Adoption Angels’ – consumers who allowed Iams to follow them through their entire pet adoption journey and document it for Facebook, the brand website and with media influencers.

The Results

More than 1.1 million pets were adopted between Oct. 1 and Jan. 4
5 million bowls of Iams pet food was donated to animal organizations via social media channels and retail sales
Generated more than 177 million media impressions

Duracell

2011-08-31T12:29:18+00:00

The Challenge
How to help Duracell break through holiday clutter to communicate its new positioning of storing and releasing energy when you need it most.

The Approach
The Duracell Power Lab in Times Square, an extension of P&G’s Charmin Restrooms, where tourists could pedal energy-generating bikes to light the famous “2011” numbers as the giant ball drops. Celebrity/VIP pedals, countdown press activities and the “big power transfer” were maximized for Duracell visibility that all demonstrated Duracell’s role as a provider of “smart power.”

The Results

More than 200 media placements – TV, print, online
Achieved more than 900 million media impressions
“Endorsements” from celebrity riders (without large talent fees)
Live on-site tweets and social media interactions resulted in hundreds of fans

Aflac

2011-08-24T00:47:38+00:00

The Challenge
Leverage a negative turn of events (Gilbert Gottfried’s firing as the voice of the Duck) as an opportunity to engage consumers nationally – and help the Duck get his voice back.

The Approach
Solve the problem where it started – online. Issued an open casting call for everyday Americans to apply, conducted simultaneously online and in 6 top U.S. cities. Revealed the winner with a YouTube video of the new voice receiving the surprise news, followed by a NYC media tour. Secured coverage of the new spot that aired for the first time during the debut of The Voice.

The Results

12,500 applications from across the country
1 billion+ media impressions overall
Over 600 broadcast hits in one day alone
$12 million in advertising equivalency for broadcast coverage alone
Already won a Bronze Lion at Cannes