Draft Digital Case Studies

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Draft Digital Case Studies
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Verizon
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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.

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Snuggle
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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.

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Wisk
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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.

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Jose Cuervo
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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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)