Draft Digital Case Studies. Verizon Verizon Freedom For Business Objective: Drive qualified traffic to the Verizon Freedom landing pages online. Support.

Draft Digital Case Studies

Verizon

Verizon Freedom For BusinessObjective: 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%.

Snuggle

Snuggle Botanical BlissObjective: 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.

Wisk

Wisk PlayDayObjective: 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.

Jose Cuervo

CuervoNationOverview: 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

CuervoNationMedia 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

CuervoNationResults: 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 SpiritOverview: 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 SpiritMedia 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

CuervoNation Independent SpiritResults: 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 SummerOverview: 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 SummerMedia 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

CuervoNation Endless SummerResults:• 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 CupidOverview: 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

CuervoNation Stupid CupidMedia 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

CuervoNation Stupid CupidResults: 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)