On digital campaigns, here are 14 case studies that emphasize creative. They include brands from non-profit, profit, large brands, small business, B2B and B2C. Tactics range from user generated content to earned, owned and paid media.
In every case, the creative idea’s impact is measured and isolated. We uncovered great creative drives ROI. However, when it is combined with sound strategic thinking and smart targeting it drives even greater ROI and in the overall marketing mix, it has a significant business role.
Great digital creative drives ROI is evident from these 14 case studies:
ADP
In order to engage and connect with their audience on an ADP solution, they created a content marketing campaign using a diagnostic assessment tool and white papers. In new sales opportunities, the campaign accumulated over $1 million with a couple of deals sealed in the first 3 months of launch.
ALS ASSOCIATION
The company made ALS Ice Bucket Challenge. It depends on user generated content and is the most successful viral social media campaign to date. More than $100 million dollars was donated in just one month in comparison to $2.6 million generated the previous year. Nearly 6 million people made their own personal Ice Bucket Challenge video and uploaded it on YouTube. Participants included celebrities (Charlie Sheen, Matt Damon) to business leaders (Mark Zuckerberg) and presidents (Barak Obama, George Bush) a lot of people of influence and position have provided their implied support by accepting the Ice Bucket challenge. According to Alexa the traffic to the website of the organization-alsa.org, ranked as the 4.192 in the world and 648 most viewed website in America.
Coca-Cola
“Share A Coke” digital channel was used for the campaign. It allowed people to order through a Facebook app personalized Coke bottles that led to a 7% increase in sales. In addition, it generated a total of over 18 million media impressions, and
‘Likes’ growing by 39% with traffic on the Coke Facebook site increased by 870%.
Crème Egg
On Facebook, in a seasonal social media campaign, they invited consumers to ‘Have a fling with Crème Egg’. Across the three months, they developed prolonged series of one-off posts that eventually resulted in a whole narrative. In comparison to TV, the Facebook campaign required only one third of the spending. In driving brand consideration, Facebook managed to match TV. According to a ROI research, consumers who were exposed to both Facebook and TV had 66% more chance to buy in comparison to the joint effect of both. In sales, 7% increase was accounted by Crème Egg.
IKEA
This year, The 2014 IKEA catalogue was created, which with extended digital content managed to take the consumer experience even further. In order to have access to a variety of digital content, the users had to scan the logo in the catalogue using their tablet or smartphone and download the IKEA catalogue app, thus unlocking 50 pages of digital content that included room designs, furnishing tips and videos. An augmented reality capability was one of the features which allowed customers to view and position in their own rooms selected 3D virtual IKEA products. 8.5 million downloads were made.
Logicalls
A worldwide managed and IT services provider utilized content assets such as e-book, microside and emails. Logicalis created a well-thought leadership effort that aided sales teams by allowing custom messaging based upon the prospects interaction with the campaign. Business was closed with nearly $8 million in new pipeline and a target audience of nearly 2,000.
Mercedes
Mercedes had the intention to turn to a younger generation of drivers in the UK For the launch of the new Mercedes A-class. The concept of the campaign was to win young people over who wrere watching TV while interacting with a tablet or mobile device. During prime time TV (during the X Factor) using the hashtag #YOUDRIVE and showing the commercial, in order to determine the outcome of the story viewers were encouraged to use Twitter. The hashtag appeared on social media 30 million times on Facebook and 103 million times on Twitter and brochure requests increased by 140%, surpassing the initial goal. The YouTube trailer had a very impressive 95% completion rate and it was viewed 237,000 times and over 740,000 people visited the #YOUDRIVE website.
Nilla Wafers
In order to change perception of brands from old to one that was more suitable for younger consumers it used Facebook. They measured engagement via a campaign of posts that displayed everything from new and versatile uses. During the prior period against 46 posts Nilla Wafers was found to have a score of 557 by combining estimated impressions, shares, comments and likes in order to create and engagement score. In comparison to the U.S. Food sector average this is a massive 11 times higher. In sales, a 9% increase was produced by the campaign.
Picon
The company wanted to remake the promise of its brand to ‘spread happiness’ throughout Lebanon. Through smart digital marketing the civic activism program of the FMCG brand became integrated in the school curriculum of the country. A Lebanese superhero represented every area of civic activism and spoke to the media about the effort, as an ambassador of the program. The company also created ‘Happiness Heroes’, which was a program that taught school children about civic education to and outside of the classroom via civic works projects allowed them to apply those lessons. The campaign gathered 6,700 students. Together, those students planted 1,250 trees, recycled two tons of paper and collected two and a half tons of bottle caps. The students also helped 550 people with special needs take part in sports events, renovated 15 public schools, entertained 2,000 seniors and helped 158 families in need. Picon estimated the company reached 2.5 million people and generated $1.8 million in earned media.
Samsung
This worldwide campaign from Samsung targeted the 21st century community who on a daily basis upload photos to social media sites. The electronics titan developed a social media marketing campaign called ‘Life’s a Photo Take It’, using young consumers to demonstrate the main differences between the image quality from the Samsung Galaxy camera and a normal smartphone, achieving results that exceeded the initial expectations. YouTube videos reaching more than 1,000,000 views (300% higher than expected) and with Tumblr pictures the purchase intent grew by 115%.
Smart Balance
By giving power brands like I Can’t Believe It’s Not Butter!, Country Crock and Flora something to think about, it increased its American market share by 14%. Across the site, they introduced streamlined navigation, seasonal coupons promotions recipes and new nutrition/health content. The time spent on site has increased 27% and site visits were up by 42%, while bounce rates decreased by nearly 16%. The Smart Balance email database increased substantially and several thousand coupons were delivered.
Snickers
During the business day, in order to capture the attention of starving office employees, misspelled words in Google keywords were used by Snickers’ witty search campaign targeting fat-fingered consumers throughout the UK. The idea was to use normally misspelt words with an advertising concept, such as “Yu cant spel properlie wen hungrie” and “Grab yourself a Snikkers”. Within just three days of launch, the campaign hit their target of 500,000 consumers, proving that with a bit of wittiness search continues to provide opportunities for growingly profitable marketing.
Wilkinson Sword
In order to coincide with Father’s Day, it initiated a #DADICATION social campaign. In order to pay tribute to their dads, the company installed a booth in London for the community members to record their video messages. In order to promote a Facebook contest that enabled people to win a day out at a brewery, a Wilkinson goodie bag or one of 20,000 personalized razors for their dad, a montage of these clips was uploaded on YouTube. On the Wilkinson Facebook page a lot of people left tributes and more than 1,300,000 times the YouTube ad had been viewed.
Xerox
In order to create a magazine that provides relevant business opinions the company partnered with Forbes and in order to connect with 30 top accounts it created the “Get Optimistic” campaign. Yielded $1.3 billion in pipeline revenue, generated 1,000+ scheduled appointments, added 20,000 new contacts, over previous email campaigns readership increased 300-400% and 70% of targeted companies interacted with the microsite.
