Cw case studies
- 2. TAPPING STAR POWER TO IGNITE BRAND BUZZ TAPPING STAR POWER TO IGNITE BRAND BUZZ
- 3. IMPACT FOR UBISOFT o Just Dance – More than 250 million media impressions, more than 20 million copies sold o Michael Jackson: The Experience – More than 1,000 media placements, $13 million ad equivalency, and 1.5 million copies sold during the holiday season alone o Black Eyed Peas: The Experience – More than 500 placements, generating more than 234 million impressions to date
- 4. RE-LAUNCHING A CHALLENGER BRAND RE-LAUNCHING A CHALLENGER BRAND 4
- 5. IMPACT FOR NOKIA o First quarterly profit in years during Q4 2012 o 7MM+ Lumia phones sold to date in the U.S. o Highest search volume and traffic to Nokia.com of any handset launch in Nokia history o 400MM+ media impressions in all 5
- 6. REACHING A DIVERSE AUDIENCE AUTHENTICALLY REACHING A DIVERSE AUDIENCE AUTHENTICALLY
- 7. IMPACT FOR HENNESSY o More than 1.5 billion media impressions o Top tier coverage by diverse outlets, ranging from Wall Street Journal and Forbes to MTV.com and Ebony o Substantial online buzz that’s turned a paid advertising campaign into a pop culture phenomenon
- 8. GRASS ROOTS MARKETING TO BUILD URBAN STYLE CREDIBILITY GRASS ROOTS MARKETING TO BUILD URBAN STYLE CREDIBILITY 8
- 9. IMPACT FOR FOOTACTION o 30 urban influencers from six key markets recruited as ongoing advocates for the brand o 50% increase in Footaction social community o 50MM+ targeted media impressions o 10MM+ targeted social impressions o Activity has shifted marketing approach for the brand to focus entirely on grass roots marketing that’s amplified by paid media 9
- 10. BUILDING COMMUNITY & CO-CREATING THE FUTURE OF A BRAND BUILDING COMMUNITY & CO-CREATING THE FUTURE OF A BRAND
- 11. IMPACT FOR DELL o 17,690+ ideas o 738,000+ votes o 96,000+ comments from the community o 515+ customer ideas in action o PRWeek “Innovation of Year”
- 12. DRIVING DEMAND AMONG NEW AUDIENCES DRIVING DEMAND AMONG NEW AUDIENCES
- 13. IMPACT FOR BUICK o 57% sales lift in 2010, making Buick the fastest-growing car brand in America o Drop in average Buick driver age from 72 to 61 o 3,000+ media and influencers at Regal Remix events o 220+ test drives by 25-45 year olds arranged through Twitter o 1,463 earned media placements generating 171 million+ impressions 13
Editor's Notes
- #3: Ubisoft “UbiMoms” – The video game publisher and developer, Ubisoft, wished to increase awareness and sales of its games for girls, while positioning itself as a family-friendly brand among parents. Cohn & Wolfe responded by helping them to build the “UbiMoms” blogger network, comprised of carefully selected influencers who reached the target audience. We coordinated video game reviews with these moms, organized “Twitter parties” and contests, and even arranged to have executives meet them for lunch in their hometowns. In just a few months, the program resulted in 60+ favorable blog posts, generating more than 13 million impressions.
- #7: Hennessy – Hennessy challenged Cohn & Wolfe to drive national buzz around its “Wild Rabbit” advertising campaign, which urges African American and Hispanic men to continue to chase their dreams and “Never stop. Never settle.” We saw an opportunity to leverage talent from Hennessy’s advertising campaign – Erykah Badu, Manny Pacquiao and Martin Scorsese – to bring the campaign to life in a way that would naturally drive online conversations. We hosted a Wild Rabbit “chase” in Los Angeles, Chicago and New York to give consumers a chance to (virtually) sing with Erykah or box with Manny. Interactive installations captured the experiences for users to post on social media. We also captured behind-the-scenes footage of Erykah at the ad shoot to seed to media and influencers, and we coordinated one-on-one media interviews in which she described her own “Wild Rabbit” in vivid detail. These activities culminated in a massive, star-studded bash at New York’s Highline Stages with performances by Erykah, Timbaland, Missy Elliott and Solange. In all, this digitally-driven campaign generated more than 1.5 billion media impressions and substantial online buzz that effectively turned a paid advertising campaign into a pop culture phenomenon.
- #11: Dell “IdeaStorm” – A few years ago, Michael Dell had a challenge for our team: launch a new technology-based solution that would unleash the power of customer-centric innovation. In response, Cohn & Wolfe created Dell IdeaStorm, an online crowdsourcing community designed to efficiently harness the ideas of Dell’s customers and put the best ideas into action. Dell invites customers to submit, discuss and rate ideas related to its products, services and business, and the most popular ideas automatically to rise to the top. Through an idea management process we designed, the top ideas are routed to various functional areas within Dell for evaluation, and IdeaStorm community managers report back to the community. Since its launch, Dell IdeaStorm has generated more than 16,570 ideas and received more than 750,160 votes and 94,290 comments from the community. More importantly, Dell has put more than 470 ideas customer ideas into action.
- #13: Buick “Tweet to Drive” – When Buick launched the new Regal in 2010, it faced a major challenge: The average age of the Buick owner was 72, and he target was a Gen X/Y guy. How would they ever get him behind the wheel? Cohn & Wolfe solved the challenge with the first ever Twitter-based test drive program in Austin and Chicago. The concept was simple: Tweet for a test drive, and our ambassadors pick you up – anywhere within a 20-mile radius of city center – for a cruise down the highway, a drive home from the airport or an afternoon taco run. Over just a few weeks, we orchestrated 224 test drives and drove massive buzz – all part of a fully integrated campaign that made Buick the fastest-growing car brand in America that year.