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Provide fans with resources, content, etc. to support their efforts to create their own material.
The Challenge Today's top marketers are constantly looking for new and innovative ways to improve the performance of their email marketing campaigns. As email lists continue to grow, even the slightest improvement in open-rate and click-through rate can make a significant impact on gross demand and revenue per email. The Solution Golfsmith, one of the premier retailers in the golf...
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Bath and Body Works recently sent out an email containing customer ratings and reviews. The client was interested in measuring how the performance of the email compares to the average email sent out by Bath and Body Works. The Bath and Body Works email containing customer review content out-performed the average email in several key metrics: session conversion, average order...
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Challenge: How do you deliver credit education to consumers during the holiday season when spending is at an all-time high? Position: Money Management International, a nonprofit financial education organization, assumed that consumers would be looking for cost-saving resources and strategies. Our take was that, if done correctly, regifting may be a suitable alternative to purchasing holiday gifts. In addition, regifting...
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Neutrogena was tasked with building brand awareness of its line of grooming products for men on colleges and universities across the country against a group of competitors with significantly larger marketing budgets. Neutrogena chose a non-traditional marketing approach, relying on user-generated content at the central focus for the campaign. In doing so, Neutrogena allowed consumers to shape opinions and drive...
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Background: Chevrolet needed a big idea to create buzz for the all-new 2007 Chevy Tahoe. Problem: How to leverage the Tahoe's sponsorship of The Apprentice by creating a promotion that would allow the public to experience the product in an interactive and entertaining fashion. Solution: Create an online promotion at chevyapprentice.com that allowed "armchair" apprentices to create their own commercial...
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