Short-term Impact

Marketing that works over the short term

Short-term Impact


Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014

This event report discusses how The Kellogg Company, the food group, is connecting the quality of creative from its TV spots to sales.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how a group of charitable organisations worked together to create a new day to mark the start of the holiday giving season in the US, and increase charitable donations.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign in Canada by beer brand Budweiser, which created hockey 'red lights' to increase its association with the sport and sales.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign, for a Dutch financial services brand specialising in funeral insurance, used emotional TV ads to overcome consumer scepticism about the sector.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how HEMOBA, a Brazilian blood bank, partnered with a football team to increase blood donations through team affinity.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian consumers by using roti - a type of bread - as its media.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Situation Stockholm, a magazine sold by homeless individuals in Stockholm, Sweden, cut through apathy by helping consumers connect with the sellers.


Effie Worldwide, Silver, North America Effies 2014

This case study explains how JetBlue, the airline, used the occasion of the US Presidential election to create buzz in New York with a political themed campaign and 'election protection'.


Effie Worldwide, Bronze, North America Effies 2014
This case study describes how MINDDRIVE, an experiential learning program from Kansas City that encourages at-risk students to continue their education, used an innovative social media campaign to expand the program across the US. The MINDDRIVE program teaches at-risk students how to apply mathematics and science to convert gas-powered cars into electric, consistently achieving 100% high school graduation rates in the process.

WARC RECOMMENDS


WARC BRIEFING

Short-term impact

Marketing theories and key trends


ARTICLE FOCUS

How to carry out fast marketing

Telling consumers why they should buy right now


CASE STUDY

McDonald's: Getting Britain lovin' it once again

Making a quick impact – five years in a row


ARTICLE FOCUS

Advertising works... in the short term

Responding to shareholder pressure to get results


CASE STUDY

2010 United States Census

Using real-time tracking to reshape campaign strategy


WEBINAR

The long and short of it

Binet and Field on how campaigns work over time