t2 is a marketing agency with over 30 years of experience in traditional, digital, and social media marketing. They have provided case studies on their work with several clients. The case studies showed how t2 used strategies like social media campaigns, influencer marketing, audience segmentation, and content creation to achieve objectives like increasing leads, sales, website traffic, and brand awareness. Their approaches were data-driven and led to measurable results such as higher conversion rates, decreased costs, and increased social media following and engagement for the clients.

1. Case Studies
A selection of case studies for projects executed by t2
1

2. With over 30 years of experience in traditional media, 20 years of online
marketing and over 8 years in social, t2 is proud to boast one of the most
knowledgeable, experienced and innovative teams in the fields of traditional,
digital and social media strategy and marketing.
t2 has a presence in the United States (Miami, Los Angeles, Sacramento, New
York), Canada, Puerto Rico, the United Kingdom and the Middle East.
A Few of Our Clients
About t2 Marketing International
Marketing Forward. 2

3. Case Study – t2
Success Stories Marchex
3

4. The Client
A publicly-listed call analytics and call tracking software provider
The Business Challenge
How can we increase the volume of highly qualified leads for the
company’s call analytics platform?
Case Study: Marchex
Marketing Forward. 4

5. Objectives
● Mine extensive amounts of data from the brand’s existing CRM and match it to
industry-cohort data on social networks in order to develop social client personas
● Based on created personas, craft hyper targeted messaging that develops a personal
connection with the targeted user and leads to higher click-through and conversion rates
● Optimize conversion path in order to improve on-site conversion for users driven to the
brand’s campaign landing pages
● Use ongoing campaign data in order to minimize cost-per-acquisition
Case Study: Marchex
Marketing Forward. 5

6. Implementation
● Develop and execute a social strategy targeting highly qualified leads through new media;
primarily social channels
● Analysis of historical data to identify highly relevant audience segments and the
corresponding creation of a messaging strategy
● Raw analysis of audience data in order to segment audience groups based on expressed
interests and behaviors and then crafting highly targeted advertising and messaging
designed to convert the individual segments
● LinkedIn direct ads, LinkedIn sponsored content, Twitter cards, Facebook and Twitter
custom audiences
Case Study: Marchex
Marketing Forward. 6

7. Results
● Increase in inbound traffic and call volume inquiries
● Cost-per-click averaged 64% below previous pay-per-click campaigns run on both
traditional search and social
● The hyper targeted audience that was developed from industry and CRM data led to click
through rates consistently above 18% (over ten times the average CTR for the vertical
targeted)
● On-site conversion from all active networks averaged 84% - this was the most successful
campaign that the brand had ever implemented on any marketing outlet
● Multi-network social audience size increased by an average of 24%
● Social network engagement increased by 78%
● Targeted vertical market share stands at 68% (which is due to a mix of
first-mover advantage and the ongoing communications efforts still in place)
Case Study: Marchex
Marketing Forward. 7

8. Case Study – t2
Success Stories Safe Fruits and Veggies
8

9. The Client
Online information portal sharing the facts, benefits and advantages of a
healthy eating lifestyle
The Business Challenge
Find ways to expand the audience and reach a nationwide market with whom the message of
the SFV organization can be shared
Case Study: Safe Fruits & Veggies
Marketing Forward. 9

10. Implementation
● Develop and execute a comprehensive online marketing program covering:
○ Social media strategy
○ Lead Generation
○ Blogger outreach
○ Digital marketing
○ Email marketing
○ Social Advertising
○ SEO, PPC
○ Analytics
● Build content strategy for message distribution
● Create blogging program focused on SEO optimization
● Analyze audience data for market segmentation and grow audience groups based on
expressed interests and behaviors
Case Study: Safe Fruits & Veggies
Marketing Forward. 10

11. Results
● Organic growth in engaged Facebook audience from less than 100 to over 3,000
● Facebook engagement at 18% - 18 times organic Facebook average
● Expanded audience US wide as opposed to California based
● Blogger outreach resulted in making SFV an industry leader in the sharing of fruit &
vegetable based facts and information
● Hyper targeted audience developed from industry and CRM data led to click through
rates consistently above 20%
● Targeted Facebook contests lead to increase in subscriber database by over 4,000 new
members
● Social network engagement increased by over 200%
Case Study: Safe Fruits & Veggies
Marketing Forward. 11

12. Case Study – t2
Success Stories Online Casino
12

13. The Client
A UK based, online casino
(name not disclosed for confidentiality)
The Business Challenge
To create a social marketing strategy as a means to
target audiences and drive more visitors to the web site
Case Study: Casino
Marketing Forward. 13

14. Objectives
● Develop a complete online marketing strategy with plans for social media, social
advertising, e-mail marketing, PPC and SEO
● Create player identification, acquisition, conversion and retention strategy
● Identify and implement best practices for analytics and data tracking
● Create online listening & monitoring program to monitor mentions for the brand and
competitors in order to identify new player opportunities
● Develop blogger outreach program
● Develop a robust digital and social media marketing program aimed at creating and
increasing awareness about the online casino
Case Study: Casino
Marketing Forward. 14

15. Implementation
● Implemented multi-channel social strategy
● Launched blogger outreach to expand awareness of the casino
● Built online listening & monitoring initiative program designed to monitor brand and
competitor performance and influence brand sentiment
● PPC, SEO, Social advertising, e-mail campaigns
● Created analytics program designed to capture and analyze data for optimal player
response strategy
● Launched social channel based customer service program designed to respond to player
needs
Case Study: Casino
Marketing Forward. 15

16. Results
● Increased web site traffic by 145% over initial 3 months
● Increase in social influence – social search rankings compared to competitor for key terms
● Social referral traffic increased by over 500% in initial 3 months
● Increased player acquisition and conversion
● Content focused strategy led to 76% increase in pages visited
● 24% decrease in bounce rate
● Improved SEO position across multiple keywords
● Identified new player channels with resulting increase of over 200% in new player
acquisition
● Create positive online sentiment trend
Case Study: Casino
Marketing Forward. 16

17. Case Study – t2
Success Stories Blue Apron
17

18. The Client
American ingredient-and-recipe meal kit service. It exclusively operates in the United States.
The weekly boxes contain ingredients and also include suggested recipes that must be cooked
by hand by the customer using the pre-ordered ingredients.
The Business Challenge
Strengthen the business-to-consumer relationship by creating a sense of fun as a result of
running a contest/giveaway with associated content.
Case Study: Blue Apron
Marketing Forward. 18

19. Implementation
● Identify high conversion bloggers to promote the contest initiative
● Widgets placed on blogs and promoted by Influencers over the course of 45 days.
● Execute live tweet and live post initiatives
● Supplement contest with sponsored reviews and posts offering product discounts
● Promote on social channels
● Polling
Case Study: Blue Apron
Marketing Forward. 19

20. Results
● Gain product exposure through 100 pieces of content
● Product in the hands of entrants
● 32,000 entries
● Generate Leads
● Sense of community
● Grow social following
Case Study: Blue Apron
Marketing Forward. 20

21. Case Study – t2
Success Stories Wayfair
21

22. The Client
Wayfair Inc. is an American e-commerce company that sells furniture and home-goods.
The Business Challenge
Intent of reaching their highly coveted female audience through influencer marketing.
Wayfair also wanted to gather data about their customer interests and as such created a
series of information gathering fields that helped them better understand the shopping habits
and interests of the end user.
Case Study: Wayfair
Marketing Forward. 22

23. Implementation
● Generate content and affiliate driven links from vetted influencers and bloggers
● Create content that can be repurposed by Wayfair for use on its own social channels
● Include links in affiliate and blogger email where available
● Develop offers and message campaigns in order to appeal to the identified tastes and
preferences of this demographic
● Have individual influencers focus on specific Wayfair verticals depending on that
influencers target audience
Case Study: Wayfair
Marketing Forward. 23

24. Results
● Cost-per-acquisition significantly reduced
● Return-on-investment over the course of the 3-month campaign was over 320%
● Top converting influencers generating over $20,000 in weekly sales
● The data collected is helping Wayfair create better messaging for future campaigns
Case Study: Wayfair
Marketing Forward. 24

25. Case Study – t2
Success Stories Skype
25

26. The Client
Skype is a telecommunications application that specializes in providing video chat and voice
calls between computers, tablets, mobile devices, the Xbox One console, and smartwatches
via the Internet.
The Business Challenge
Create campaign for Skype centered on new users and sign ups for families. Skype wanted to
let their target audience know that the product is not simply for businesses or corporate
users, it has a clear application for everyday users and is a viable alternative to traditional
communication.
Case Study: Skype
Marketing Forward. 26

27. Implementation
● Identify 25 influential bloggers for content posting
● Create social campaign to raise brand awareness
● Achieve target of 2 million impressions
● Twitter Party
Case Study: Skype
Marketing Forward. 27

28. Results
● Over a 90-day period, thousands of new users were generated each month through
social initiatives
● 25 blog posts created over 3 million impressions
● Hundreds of backlinks created to Skype
● #SkypeFamily trended in the US for 6 hours
Case Study: Skype
Marketing Forward. 28

29. Case Study – t2
Success Stories Gulfstream Park
29

30. The Client
Entertainment destination featuring thoroughbred racing, casinos, shopping & dining. In
Hallandale Beach, FL. Minutes from Miami.
The Business Challenge
Their goal was to leverage influencers in order to drive more visitors to their on site home
goods retailers including Crate & Barrel, Pottery Barn, The Container Store, West Elm and
Williams-Sonoma.
Case Study: Gulfstream Park
Marketing Forward. 30

31. Implementation
● Run live, on site influencer events
● Executed an online rebranding campaign, re-positioning the property as one of South
Florida’s premier shopping, dining and entertainment destinations, and marketed
through on-site events and a robust multi-channel marketing program including social
advertising, AdWords, geofencing campaigns, email, radio, television, print, PR and
events.
Case Study: Gulfstream Park
Marketing Forward. 31

32. Results
● Results include a 900% database growth, 1,100% growth in social following and a 300%
increase in PR media placements
● Successfully activated new demographics of previously untapped and highly valuable
audience segments through the analysis of social and market data and identification of
opportunities
● Executed ongoing audit of social channels and strategies in order to modify existing
social media strategies for the purpose of continued growth of both local and tourist
(national and international audiences)
● Increased organic search results by almost 40% and reduced CPA by 50% via targeting
and content methodology
Case Study: Gulfstream Park
Marketing Forward. 32

33. Case Study – t2
Success Stories Legendary Pictures
33

34. The Client
Legendary Pictures Productions, LLC, doing business as Legendary Entertainment or simply
Legendary, is an American film production and mass media company.
The Business Challenge
Use influencers to promote a film “Seventh Son” release from Legendary Pictures by creating
online “buzz”.
Case Study: Legendary Pictures
Marketing Forward. 34

35. Implementation
● Create Local Branded Influence Events with on-site blogger participation
● Invite bloggers to local theaters to review the film
● Execute live tweet and live post initiatives
● Run Twitter parties to create additional buzz
● Pre Campaign advertorials
Case Study: Legendary Pictures
Marketing Forward. 35

36. Results
● Twitter parties reached over 600,000 accounts with over 4 MM impressions
● Live events reached over 3 MM impression and more than 450,000 likes and follows
● More than 6,000 pieces of content shared online
Case Study: Legendary Pictures
Marketing Forward. 36

37. Case Study – t2
Success Stories Chesapeake Bay Candle
37

38. The Client
High-end candle manufacturing and retail company.
The Business Challenge
Run a series of social contests and blog posts designed to increase their Millennial customer
base and following on Facebook & Instagram (social following and remarketing) while
generating recurring monthly orders.
Case Study: Chesapeake Bay Candle
Marketing Forward. 38

39. Implementation
● Create Facebook contest and Twitter parties to generate brand awareness
● Identify high conversion bloggers to promote the contest initiative
● Supplement contest with sponsored reviews and posts offering product discounts
Case Study: Chesapeake Bay Candle
Marketing Forward. 39

40. Results
● 30% YoY organic increase in Facebook likes (recurring growth)
● Business went from stagnant online growth to an increase of 23% YoY in new orders and
recurring subscriptions as a result of influencer conversions over the course of the past
three years
● 350% increase in Instagram followers in past 6 months
● Chesapeake now repurposes influencer generated content across all of their social
channels at a fraction of the cost when compared to doing this in house while generating
positive SEO benefits
Case Study: Chesapeake Bay Candle
Marketing Forward. 40

41. Case Study – t2
Success Stories McClatchy Company
41

42. The Client
The McClatchy Company, commonly referred to as simply McClatchy, is a publicly traded
American publishing company based in Sacramento, California. One of the largest newspaper
publishers in the country with nearly 20 newspapers in circulation.
The Business Challenge
Analyze social behavioral data with millennials in order to drive up digital sign ups (for both
free and paid products) with new demographics and influencer outreach.
Case Study: McClatchy Company
Marketing Forward. 42

43. Implementation
● Run a comprehensive analysis on millennial behavior on owned social media channels
and public social networks
● Develop offers and message campaigns in order to appeal to the identified tastes and
preferences of this demographic
● Drive online subscriptions and signups for both paid and free services
Case Study: McClatchy Company
Marketing Forward. 43

44. Results
● Cost-per-acquisition had been over $40 per user with traditional means of developing
campaigns – new cost-per-acquisition below $11 under this campaign
● Return-on-investment over the course of the campaign (taking into account the testing
phase) was over 780%
● If the test phase acquisition costs are not factored in, then the return on investment for
this campaign was nearly 1,100%
● The data analysis identified a radically different viable audience than what the
newspaper properties had originally targeted
Case Study: McClatchy Company
Marketing Forward. 44