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Draft Digital Case Studies

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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Draft Digital Case Studies

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  1. Draft Digital Case Studies

  2. Verizon

  3. 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%.

  4. Snuggle

  5. 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.

  6. Wisk

  7. 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.

  8. Jose Cuervo

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

  16. 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

  17. 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

  18. 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

  19. 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

  20. 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)

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