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kerrygorgone

Hershey's sweet success and reaching mobile moms « iMediaConnection Blog - 0 views

  • Today's case study from Chris Cox, Hershey Company's global digital marketing lead, provided an excellent example of just how powerful digital has gotten. Hershey's purely digital effort, launched in an effort to revamp the 116-year-old brand's image and improve cocoa sales, resulted in factory sales that exceeded expectations by more than 15 percent.
kerrygorgone

Hitting the Mark: A Collection of Creative Advertisements - 2 views

  • Today we would like to share with you 30 creative advertisements that made people stop and take notice using inventive and entertaining ways.
kerrygorgone

10 Brilliant social media video case studies to help give you inspiration - 1 views

  • Brands and businesses seem to love sharing all their case studies for their marketing campaigns these days for a little extra exposure but they also provide a great way to get some extra inspiration for all you marketers out there. We share a brilliant marketing video over on Simply Viral every day and you can browse through the archives of them here but I wanted to highlight what I think are 10 of the best from the last couple of months. If you have spotted any good case studies or have even done one yourself feel free to share them in the comments here because the more we all have the more we can learn and take inspiration from.
kerrygorgone

When it comes to social media, Coke is it! | Opinion | Marketing Week - 1 views

  • Last year Pepsi shocked American marketers by announcing a major change in its US brand strategy.
  • After 10 years and $150m of investment in Super Bowl TV ads, Pepsi passed up the chance to buy any media during Super Bowl 2010. Instead, as part of a wholesale shift away from traditional media, Pepsi invested as much of 50% of its American branding budget into social media.
  • At the heart of this new strategy was the Pepsi Refresh Project. Using Facebook, Twitter, live Ustream video and an iPhone application, consumers were encouraged to suggest social causes that would “refresh the world”.
  • ...7 more annotations...
  • The response was spectacular: 80 million votes registered; 60,000 followers on Twitter; 4 million “likes” on Facebook.
  • There was only one snag. For all the big social media numbers and even bigger talk of communication revolutions and social movements - Pepsi’s sales started to slide.
  • And Coke’s didn’t.
  • Last month the Wall Street Journal reported that both Pepsi and Diet Pepsi had each lost about 5% of their market share over the past 12 months in the US - that’s about half a billion dollars worth of sales. And market share was not the only thing Pepsi had lost, for the first time in living memory it also lost its number two spot. Diet Coke is now the second biggest cola brand in the US.
  • as John Sicher, the editor of Beverage Digest, more plainly put it: Pepsi needs “more product-oriented advertising and marketing”.
  • Second, not only is Pepsi aware of the failings of social media, it is now reversing course. More money is to be pumped back into traditional media including a $60m sponsorship deal with the American version of The X-Factor. So much for social media movements, Pepsi is going back to traditional media moments before it’s too late for the brand.
  • My argument against social media was never that it was pointless or worthless - just that its advantages and applications have been wildly overstated by those who will benefit most from its adoption. It certainly does add an interesting new set of tools to the traditional media mix that brand managers should consider. But it is not a new platform. It is not a new way of thinking. And it is clearly not the end for traditional media. Social media adds an extra couple of options to the integrated marketing mix that could prove worthwhile for some brands, and entirely unnecessary for others.
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