Case studies

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Case studies

  1. 1. Popular Case StudiesA Portable Winner for LenovoCase Study, 10.06.09To increase awareness of its IdeaPad S10 netbooks, Lenovo launched an innovative marketing campaignintegrating S10 netbooks with a "Add Love to LIVE" photo contest on Windows Live Spaces, banner ads onthe MSN network, and a customized Personal Expression pack on Windows Live Messenger. The PersonalExpressions were downloaded over one million times, and helped create awareness and increase sales of S10netbook models in Southeast Asia.Campaign Objectives: Raise awareness of the Lenovo IdeaPad S10 netbooks Reach its target audience of young adults and consumers who seek a mobile solution to stay connected Increase sales of S10 netbooksCampaign Details:Lenovo is one of the world‟s largest PC manufacturers, producing a range of laptops, desktops,workstations, and servers. Entering the fray in the ultra-portable laptop market, Lenovo launched theIdeaPad S10 netbooks, aimed at consumers who seek a portableand lightweight solution for their basic computing needs. In a keenly contested market for netbooks, Lenovowanted to increase awareness and make its S10 netbooks a popular choice for young adults and consumerswho want to stay connected in Southeast Asia. Lenovo discussed its business objectives with Microsoft Advertising, and initially planning to conduct a co-branded marketing campaign to coincide with Valentine‟s day. “MSN has an audience base that closelyaligned with our target audience for the S10. By partnering with Microsoft Advertising, we saw the value increating awareness and driving purchase considerations within our focus target audience,” says SereneChua, Consumer Marketing Manager, Lenovo. After a thorough assessment of Lenovo‟s marketing plans for the S10 netbooks, Microsoft Advertising andLenovo developed the “Add Love to LIVE” Windows Live™ online contest. Running from January toMarch 2009, the contest challenged participants to send in photo dedications to their partners, friends orfamily. “Add Love to LIVE” was run on Windows Live™ Spaces, hosted by an enigmatic blogger called theLove Guru. Lenovo sponsored ten S10 netbooks for the winning entries of the campaign. Microsoft Advertising deepened Lenovo‟s S10 campaign audience engagement by introducing customtheme packs to tie into the “Add Love to Live” contest. The extended theme pack campaign leveraged onthe reach of Windows Live™ Messenger, which has 11 million users spread across Southeast Asia. By usingLenovo‟s iconic character for the S10 series Coco the Bear, Microsoft Advertising created a series ofdynamic display pictures, emoticons, winks and themed backgrounds, for the vibrant Coco the BearPersonal Expressions pack available on Windows Live™ Messenger. Lenovo‟s S10 netbooks receivedmaximum marketing exposure during the campaign, with prominent product placement in the “Add Love toLive” blog, endorsements of the S10 netbook and Personal Expressions pack by the Love Guru, as well asS10 banners on the MSN network across Southeast Asia.
  2. 2. Results:The integrated Lenovo S10 marketing campaign was a resounding success. With the viral effect resultingfrom interactive online advertising, the Lenovo Personal Expressions pack was downloaded a total of1,125,712 times, setting a new MSN global record for Personal Expressions user interaction, and vastlyexceeding Lenovos expectations. This result was achieved in a short timeframe of four weeks.By integrating the S10 netbooks to "Add Love to Live", Lenovo could build positive associations betweenits netbooks with fun and engaging activity. The contest saw over 1,500 photo submissions from contestparticipants across the region. Huge Consumer Demand Lenovo was buoyed by the positive reaction ofconsumers to the campaign. The award winning S10 netbook was in high demand, with the popular pinkS10 netbooks selling out. Microsoft Advertising delivered an integrated approach through its sales,marketing communications, and product marketing teams to deliver a value-added campaign for Lenovo,greatly enhancing awareness of the S10 netbook with the target audience and increasing sales.Sports Lovers Find Inspiration in adidas Branded SpaceCase Study, 24.09.08To enhance brand awareness and personalize its “Impossible is Nothing” campaign among sports lovers,adidas Hong Kong launched a community-based web site on Windows Live Spaces. Themed “Impossible isNothing”, the adidas branded web site showcased individual stories of professional athletes and celebrities.Users were encouraged to post stories of their own personal triumph and voted for their favorite story.Positive brand association was generated through this highly interactive campaign.Campaign Objectives: Enhance brand affinity through its “Impossible is Nothing” message Strengthen positive brand attributes among consumers Reach current and new customers Increase sales Promote user participationCampaign Details:adidas Hong Kong, OneXeno and Microsoft Advertising created an online campaign that included: A community-based web site on Windows Live Spaces in Hong Kong A line up of international and local athletes, and celebrities sharing inspirational stories Invitation for Windows Live Spaces users to post stories of their own personal triumphs and vote for their favorite story Banner ads on MSN Hong Kong homepage, Windows Live Messenger, and Windows Live Hotmail to drive traffic to the branded web site on Windows Live Spaces
  3. 3. Results: 150,000 page views and 375 user posts 29 percentage (R) points increase in adidas being perceived as the most innovative sports brand among those who had seen the campaign versus those who had not 23 percentage points increase in consumers viewing adidas as the coolest sports brand 18 percentage points increase in adidas being recognized by consumers as the leader in sportsJohnnie Walker’s Innovative Online Advertising ApproachFinds New AudiencesCase Study, 24.09.08Johnnie Walker wanted to engage with a new generation of consumers online. In its advertising andpromotions, Johnnie Walker continues to inspire the industry by developing campaigns that break the moldand redefine the genre. In a first for the liquor industry, a large proportion of Johnnie Walker‟s media budgetwas allocated to online advertising, with the company choosing to launch several of its advertising clipsonline.Campaign Objectives: To strengthen the leading position of Johnnie Walker among 25-to-34 year old male drinkers To extend audience reach of its advertising campaign beyond traditional media using online To engage online users with interactivityCampaign Details: Johnnie Walker and Microsoft Advertising created an online campaign that included: Commercials aired on MSN Soapbox allowing viewers to share them with friends and download to their own Windows Live Spaces site Blogging by local celebrity Stanley Huang on Windows Live Spaces One click download of the branded Johnnie Walker background to users‟ own Windows Live Spaces sitesResults: One out of five of the young audience aged 25 to 34 have seen the Johnnie Walker video on the Microsoft Advertising platform Brand favorability of Johnnie Walker strengthened in the Taiwanese market Johnnie Walker created a buzz among both consumers and the liquor industry
  4. 4. Microsoft Advertising Case Study Compendium 2008Case Study, 09.07.08In the new digital marketplace, it is the online consumer who controls the engagement. To attract, connectwith, and truly engage this demanding consumer, Microsoft Advertising has brought together a unique andall-encompassing array of media and technology assets to reach consumers wherever they may be online,including search, display, gaming, mobile, social networking, and e-commerce.The case study compendium is a collection of campaigns that have run on our network across the globe. Itshowcases how a selection of well-known brands from a range of industries have incorporated digital mediainto their marketing mix to boost ROI.48 campaigns across 22 countries, including 14 from Greater Asia - each case study provides an overview ofthe customer‟s business challenge, the solution and the benefits of the campaign. From Ford‟s in-gamingexperience to Kellogg‟s conclusions on digital engagement as a driver of offline sales, the MicrosoftAdvertising case study compendium aims to demonstrate customer innovation, best practice, and leading-edge online marketing activities.Creative advertising approach turns naughty and nice forAxe ViceCase Study, 15.02.08IntroductionUnilever turned to MSN Video to bring its creative advertising campaign for the launch of Axe Vicedeodorant to life online. The witty campaign scored particularly highly among users for entertainment value,with MSN Video delivering a deeply engaged audience, 66% of which viewed the ad before the video.Advertising online with MSN delivered a 9% increase in purchase consideration, and an 8% increase inpurchase intent among men.Campaign Objectives Extend the creative advertising campaign for the Axe Vice brand into the online space Increase brand awareness and brand affinity among an audience of 18-24 year-old men Boost key message association Increase purchase consideration and intent.Creative ExecutionUnilever used full-length video adverts running prior to selected clips on MSN Video, to engage an audienceof 650,000* individual users with its television commercial. The execution features a detective bearing astriking resemblance to movie star Morgan Freeman, who discovers the transforming effect that Axe Vicehas on young women. Banner advertising was used to extend and support the “turns nice girls naughty”message.ResultsThe MSN Video campaign delivered highly impressive levels of engagement, with 66% of viewerswatching the ad before the video, and significant boosts in all key brand metrics: 74% of viewers watched the video in full Recognition of the Axe Vice video increased by 16 percentage points 9% increase in message association among men Brand awareness up 7% among men 9% rise in purchase consideration, and an 8% rise in purchase intent among men
  5. 5. Johnson & Johnson Targets Young Females with Interactiveand Engaging Acuvue Advance Campaign on MicrosoftCase Study, 05.12.07Johnson & Johnson (J&J) wanted to market its new „Acuvue® Advance contact lenses to its prime targetmarket of teenage school girls aged 13-19. J&J chose Microsoft Advertising as a partner to run an onlinecampaign, and launched the „Advance Gakuen‟ (school) campaign site to offer love, cosmetics and fashionadvice; and as a platform for user-generated content. J&J has successfully formed high product awarenessand induced product trial among the target audience.The ChallengeHaving introduced its new „Acuvue Advance‟ contact lenses to the Japanese market in early March 2007,Johnson & Johnson (J&J) wanted to raise product awareness and increase purchase intent among teenageschool girls aged 13-19.J&J especially wanted to attract first-time users and to achieve the broadest possible product exposure. Itwanted to increase personal interaction within the target group and generate product-related viralcommunications too.The key element of the J&J strategy was a specially built campaign Web site, „Advance Gakuen‟, whichallowed users to post interactive content to help generate interest. The aim of the campaign was to increaseAcuvue Advance branding as well as promote product trials.Campaign OverviewJ&J worked with Microsoft Advertising to plan a six-month campaign. Advertisements on MSN®Homepage and MSN channels including News, Sports, Entertainment, Music, Movie, and Horoscope aswell as Windows Live™ Messenger and Windows Live Hotmail® services were used to drive traffic to theAdvance Gakuen Campaign Web site. The Web site contained fashion and romance contents - offering loveconsultation, cosmetics and fashion forums in addition to Acuvue Advance product information and contactlens usage tips. The Web site went live in March 2007, under the „New Me, Begins‟ theme tagline. The Website was designed to be accessed not only on PCs, but also on mobile phones to help reach the targetaudience.Microsoft conducted a pre-launch research to understand better what teenage girls are interested in, and toreflect this in the campaign Web site. It found the target demographic liked to talk about the oppositegender, so a „Blue Sky Discussion Room‟ was incorporated in the Web site.It also offered students the opportunity to register for student ID that enabled them to attend `classes‟, applyfor gifts, and receive an email magazine. Users could send URLs to their friends that linked to their favoriteWeb site uploads, further boosting participant numbers. J&J included a competition for user-uploadedstories, photos, and movies which offered a chance to be featured in a song by pop singer Ai Kawashima. Inmid August, the theme song „Rainbow – New Me, Begins‟ was released.Clear ResultsThe J&J campaign saw a successful ongoing boost to its marketing objectives. Respondents who interactedwith the campaign scored markedly higher than those who did not in terms of product awareness, trial intent,purchase intent and likelihood of making product recommendations to friends.Even more impressive, feedback indicated that Advance Gakuen content was rated very highly. Between 40and 60 percent respondents indicated they thought the Web site content „very good‟ or „good‟, and regularlyviewed it. One notable research result was the „word-of-mouth effect‟. This helped overall user numbersexceed expectations, and helped boost intent to trial and purchase the product.The Advance Gakuen campaign Web site was also described as „unique‟, „pretty‟, „interesting‟ and „havingan impact‟ by respondents. All these responses indicated the campaign achieved its objectives.The Final AnalysisJ&J successfully targeted teenage school girls through the MSN and Windows Live platform whichaccurately exposed the brand to relevant target users. This interactive online campaign for both PC andmobile phones worked very well within the target group. The viral element, linking URLs to friends andWeb site uploads, also increased overall interest in Acuvue Advance lenses. J&J successfully formed highproduct awareness.
  6. 6. Lenovo Scores a Win with FIFA Promotion on MicrosoftCase Study, 20.06.07IntroductionLenovo, a global PC manufacturer, wanted to increase its brand awareness in India in the face of strongcompetition from established international brands and locally assembled non-branded PCs. Thecompany wanted to reach out to the online audience, especially for its just-launched Lenovo 3000notebook series.Realizing the effectiveness of MSNÒ in reaching out to the online audience, Lenovo ran an innovativeonline campaign on MSN to tap into its target group of online sports enthusiasts in the age group of 23to 35. It also wanted to establish a strong brand association with active sports community and capitalizeon the World Cup fever.ObjectivesLenovo‟s aims were to:• Introduce and enhance the Lenovo brand in India, through sports-related activities.• Establish awareness of its notebook series.• Target a consumer group of males aged between 23 and 35 years.• Increase traffic to Lenovo Web site and generate sales leads.Creative ExecutionLenovo worked with Microsoft Advertising to create `FIFA Goal 2006‟ special micro site on the MSNCricket & Sports Channel with rich content, timely updates, personal comments and blogs from internationalfootball personalities like Ronaldo.With its target of cool and trendy consumers, mainly males between 23 and 35 years of age, Microsoftoffered exactly the right profile: Internet users, who were late-night sports fans, tuning in to World Cupmatch reports on the Internet.Apart from creating a content rich offering, Microsoft provided cross-platform innovative promotion. `FIFAGoal 2006‟ was widely promoted using a variety of banner advertisements, player-related banners on MSNSports Channel, Windows Live TM HotmailÒ, and Windows Live Spaces. On the MSN homepage, theadvertising message was played on desktop TV. “MSN‟s FIFA offering was content rich, and Hotmail andMessenger have a target group that is in touch with sports such as football,” says Hemant Soreng, InteractiveMarketing Manager, Lenovo India.Microsoft also used cross-media promotion, by running text-scrolls on TV channels like NDTV.Additionally a contest to win an Xbox® game console was designed to drive viewer interest and onlineparticipation. The campaign promoted both, the Lenovo brand and products.Players like Ronaldo boosted the campaign profileCo-branded promotion across MSN channels and Windows Live registered a strong response from over 1million usersResultsThe Lenovo plan to tie in with Microsoft during FIFA World Cup 2006 proved to be a great team solution. The program ran for two months from June 2006, with full payback coming within one month. It was a winning strategy for Lenovo, and the results showed with one million visitors.
  7. 7. Lenovo ran more than 520 hours of product exposure to football fans.Brand awareness of Lenovo increased through online sponsorship of „FIFA Goal 2006‟ on MSNIndia.Excellent take up for Xbox contest with 6,000 entries.

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