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Cole Haan: Chelsea Pump campaign
Jay Chiat Strategic Excellence Awards, Gold, October 2013
This case study discusses a campaign by Cole Haan, a shoe brand, to reposition the brand to appeal to younger consumers, with a small media budget.
This case study discusses a campaign by Cole Haan, a shoe brand, to reposition the brand to appeal to younger consumers, with a small media budget. Cole Haan is established as a comfortable shoe maker that appeals to older people, but wanted to attract younger consumers to the brand. A new product was developed, and following research was targeted at busy New York City dwellers who needed comfortable shoes through 20-hour days. The campaign used the slogan 'Don't Go Home' across out-of-home ads, street dance performances in New York, and night time food trucks. This was supported by utilisation of an unconventional medium: after-hours storefront rolling gates, at locations near bars, restaurants and subways. Glow in the dark ink and black light made the ads stand out. The ads featured appealing slogans that encouraged people to photograph them and share them on social media. Late night food trucks encouraged people to share the campaign on social media, including through a Twitter hashtag. The campaign effectively changed perceptions of the brand and increased engagement.
Cotton or Nothing: How consumer research created an experiential campaign for a natural fabric
Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants.
This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants. Cotton has rapidly increased in price, with this leading to clothing manufacturers using cheaper synthetic materials. Research by Cotton Incorporated analysed comments on retail websites on various clothing products, finding that consumers were dissatisfied with synthetic materials, viewing them as lower quality. The organisation's long running ad slogan 'Fabric of Your Life' was replaced with 'Nothing at All'. A stunt at New York Fashion Week 2013 involved 'naked' mannequins marching through the city declaring 'Wear Cotton. Or Wear Nothing At All'. This campaign was further developed with a stop motion film and a grass-roots movement.
The North Face: Go Wild
Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2013
This case study describes a campaign in China by The North Face, an outdoor sports apparel and equipment retail chain, which targeted urban dwellers aged 22-35 with a social program.
This case study describes a campaign in China by The North Face, an outdoor sports apparel and equipment retail chain, which targeted urban dwellers aged 22-35 with a social program. The campaign worked with the insight that this group of people felt 'lost' in their urban pursuit of wealth, and would like to spend more time with nature. The 'Go Wild' strategy emphasised an authentic return to nature, in contrast to the fashion-emphasising approach of competitors. A series of documentaries were created about four famous figures and their interactions with nature. A social media program encouraged participation and sharing, and national media was invited to a two day event that included outdoor activities. As a result, brand awareness grew by 30% in a quarter and sales grew by 45% year-on-year.
Minimus: New Balance - A New Beginning
Casey Grant and Dave McCaughan , Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the launch of Minimus, a new running shoe brand by New Balance, in Japan. The campaign used the desire for a new start in Japan following a series of tragedies in the country, by positioning the product as a simple return to basics.
This case study describes the launch of Minimus, a new running shoe brand by New Balance, in Japan. The campaign used the desire for a new start in Japan following a series of tragedies in the country, by positioning the product as a simple return to basics. A video featuring a Papuan tribesman running through Tokyo in Minimus, representing a return to natural running, with the slogan 'Let's throw away, and become a new you' was leaked to running bloggers. A one-day event where people could get a new pair of the running shoes for free was also leaked. The campaign doubled engagement with the brand on Facebook and generated earned media worth $1.2 million from a $55,000 budget.
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes how Nike, the sports brand, used social media to create brand ambassadors amongst basketball fans.
This case study describes how Nike, the sports brand, used social media to create brand ambassadors amongst basketball fans. The brand already enjoyed a popular Twitter account and so chose to utilise this, connecting fans with sports stars. Nike collated fan Tweets and then facilitated basketball players in answering Tweets with a video response. The responses were then able to be shared across other social media.
ONLY: The Liberation
European Association of Communications Agencies, Gold, Euro Effies, 2013
This case study explains how ONLY, the fashion brand, launched an online interactive film to promote the brand in Europe.
This case study explains how ONLY, the fashion brand, launched an online interactive film to promote the brand in Europe. The interactive film - The Liberation - functioned as a catalogue, game, music video, and an on demand video retail environment. The film increased the brand's social media presence, increased website traffic and reversed a stagnating sales trend.
M.J. Bale: Grazed On Greatness
Hristos Varouhas, Will Nichols and Paul Bradbury, The Communications Council, Silver, Australian Effie Awards, 2013
This case study describes how M.J. Bale, an Australian men's fashion label, used a cricket related campaign to increase sales.
This case study describes how M.J. Bale, an Australian men's fashion label, used a cricket related campaign to increase sales. Convincing fashion forward Australian males to chose M.J. Bale suits and shirts over the better known alternatives was going to take more than a compelling retail offer. The 'Grazed on Greatness' campaign highlighted M.J. Bale's passion for provenance. The wool its suits were made from was infused with Australia's greatest victories (its Merino sheep having grazed on the hallowed turf of the Sydney Cricket Ground). This campaign had just $17,000 in paid advertising yet its content generated $3.2 million in earned media. This in turn delivered an ROI of 12.3:1 and incremental sales valued at $1.88 million from a marketing spend of just $89,000. 'Grazed on Greatness' is now an innovations platform driving product development.
ShoesShoesShoes: Shoe dating
Guillaume Pagnoux, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes how ShoesShoesShoes, a footwear retailer in Malaysia, launched a campaign to stand out and give local shoppers a unique reason to come to its store.
This case study describes how ShoesShoesShoes, a footwear retailer in Malaysia, launched a campaign to stand out and give local shoppers a unique reason to come to its store. After understanding that most of its shoppers were career women who might be single, 'Shoe Dating' was created to help ladies get more dates. By combining retail therapy and online dating, women who bought a pair of shoes at ShoeShoeShoes could find their Prince Charming. Shoe Dating performed sparked heated online conversations in Malaysia, a Muslim country, and generated 30 times more talk value than had been forecast.
Killer Jeans: Making an environmental cause fashionable to the Indian youth
Sonya Misquitta, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes how Killer Jeans, the Indian clothing brand, sought to convince its core target youth audience that an environmental cause was fashionable.
This case study describes how Killer Jeans, the Indian clothing brand, sought to convince its core target youth audience that an environmental cause was fashionable. The average pair of jeans uses 100 litres of water in the finishing process. In 2012 Killer Jeans launched a new line of water saver jeans that massively cut water usage. The campaign sought to convince consumers that these jeans were worth a higher price. Through 'Show Your Green Side', Killer Jeans embedded the marketing idea within the product, with a result of sales of over 500,000 pairs of water saver denims sold within nine months.
Nike China: Greatness
Rodion Yudasin, Warc Prize for Asian Strategy, Cultural Connection and Silver, 2013
This case study describes Nike's advertising in China around the 2012 Olympic Games (of which it was not an official sponsor).
This case study describes Nike's advertising in China around the 2012 Olympic Games (of which it was not an official sponsor). While other brands and media in China were relentlessly focused on winning, Nike delivered a steady counterpoint to it. Nike launched a 17-day multimedia counter-strike against 'traditional greatness'. This integrated campaign involved TV, print and OOH, and was spearheaded by a 24/7 social media command centre that enabled Nike to listen, interact and respond in real-time to the events of the Games. The audience rallied behind Nike's message, creating a groundswell that became a cultural phenomenon.
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