2011 Marketer Meet-up Integrated Campaigns

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2011 Marketer Meet-up Integrated Campaigns

  1. 1. Kate Davies Integrated Campaigns
  2. 2. Best Practices – Integrated Campaigns:Case Study Dove created The Campaign for Real Beauty to address a societal issue and create an expansion of the definition and discussion of beauty.
  3. 3. Best Practices – Integrated Campaigns:Case Study The campaign supports Dove’s mission “To make more women feel beautiful everyday by widening stereotypical views of beauty.”
  4. 4. Best Practices – IntegratedCampaigns: Phased Approach • Gain awareness of their premise of “Real Beauty” • Engage public in their campaign • Build trust through community involvement • Introduce Dove product connections
  5. 5. Best Practices – Integrated Campaigns:Marketing Strategy • Support corporate mission and values • Interactive website, blog and videos • Public relations, print, television, billboards • Events and workshops • Created Self-Esteem Fund
  6. 6. Best Practices – Integrated Campaigns:Results • Campaign returned $3 for every $1 spent • Sales of advertised products increased 600% • Major media coverage across N. America • “Evolution” viewed over 15 million times • Self-Esteem Fund reached 5 million young people
  7. 7. Best Practices – Integrated Campaigns:Y&F Alabama: High 5 from the Hill! • Integrated campaign gets results! • Young & Free Alabama powered by Listerhill Credit Union
  8. 8. Best Practices – Integrated Campaigns:Y&F Alabama: High 5 from the Hill! • 2010 Account Membership campaign most successful in Listerhill Credit Union history • 2,000 new accounts opened • 5,000 new products/services added
  9. 9. Best Practices – Integrated Campaigns:Y&F Alabama: High 5 from the Hill! • Great results attributed to: • Satisfying market need with good rates • Connecting with passion for helping schools • Engaging employees • Engaging schools
  10. 10. Best Practices – Integrated Campaigns:Y&F Alabama: High 5 from the Hill! • Integrated approach • Corporate wide initiative • Leveraged Young & Free program • Multimedia: radio, TV, outdoor, print • Event sponsorship • Community donations • Incentives and prizes • Clever, consistent creative
  11. 11. Kate Davies Integrated Campaigns

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