Casy Study

Client

Global Chemical Products & Services Company

Project

Integrated Marketing Expert for Targeted Branding Campaign

Challenge

Our client, a Fortune 100, global manufacturer, conducted a major brand survey and found their brand equity had been slipping the past five years, especially in the 25-35 demographic. The company was about to launch a new environmentally friendly product and needed to engage and raise visibility of the brand amongst this key purchasing demographic.

Solution

Our associate, a seasoned integrated marketing expert, led a cross-functional team to develop a strategic plan that included traditional marketing efforts combined with new media to reach the under 35 segment. The campaign kicked off with an online word of mouth marketing campaign using videos and blogs from early product adopters. The team then weaved these testimonials into their advertising, direct mail campaign, event sponsorships and public relations messages to continue to build an online community to engage this target audience.   

Success

The campaign generated more than 4 million impressions to date and a significant, measurable, positive brand image among the under 35 target.   The client has received many accolades across the marketing community for successfully using social media as a strategic marketing channel.  Our associate recently joined the company full time to continue to integrate new media efforts with their traditional advertising and marketing campaigns.