Build Brand Awareness
IIs your marketing objective to keep your brand top of mind during the customer journey? Discover the insights here to learn how to leverage online media to increase build brand awareness.
Studies
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Increase Brand Favourability with Promoted Videos
Have you ever noticed the sponsored video ads that appear alongside YouTube search results? We partnered with Decipher to understand what kind of impact these promoted videos have on branding for advertisers:
- 77% of users recall the YouTube ad if ...
Preview the Study Download: PDF , PPT
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Winning the 2010 World Cup in the Digital Space
In the summer of 2010, Adidas had the key objective to "win the World Cup‟ in core digital channels that were heavily consumed by the target audience, and to become the most talked about sports brand of the 2010 World ...
Preview the Study Download: PDF , PPT
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El Corte Ingles Multimedia Campaign Effectiveness
Spain's largest department store chain invested in YouTube and experienced these results:
- YouTube delivers incremental net reach over TV
- YouTube was highly effective in delivering against brand KPIs
- YouTube and TV work better together
Preview the Study Download: PDF , PPT
Videos
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Global Influences
Interview
Global Influences
Scott Goodson, Founder of Strawberry Frog and Board Member of the Future of Advertising Project with Wharton, comments on how the economies of India, Brazil and other countries outside the US are growing rapidly and their brands are globalizing. Soon ...
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Brand With Mobile
Interview
Brand With Mobile
Stephen Cannon, VP of Marketing Communications for Mercedes-Benz USA,believes that mobile is too important to ignore. By 2013, mobile will evolve from a transactional experience to a branding experience because of its evolving visual capabilities. Leverage content across multiple channels ...
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Social & Digital
Case Study
Social & Digital
Seth Sternberg, CEO of Meebo, believes that social mixed with digital produces an awesome interaction between paid and earned media. Hershey's ran a great program where users designed a Hershey's kiss to send to their friends. Hershey's drove awareness of ...
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Single Sponsorship
Interview
Single Sponsorship
Jon Kamen, Chairman & CEO of Radical Media and Board Member of the Future of Advertising Project with Wharton, talks about how single sponsor programming allows brands to own the programming and maximize their return on investments.
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Nike, Apple, Pandora
Case Study
Nike, Apple, Pandora
Kamel Ouadi, Head of Digital for Louis Vuitton, explains that his benchmarks for marketing are Nike and Apple. In each, digital has become a key component of the brand. Pandora.com is admirable for understanding early on how to leverage personalization ...
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Pepsi and ToysRUs
Case Study
Pepsi and ToysRUs
Larry Woodard, President and CEO of Graham Stanley Advertising, describes brands investing in the production of ad-like objects, then disseminating them through digital channels. Woodard mentions Pepsi's success with the World Cup and Superbowl, and use of Facebook and Twitter ...
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Sponsorship
Case Study
Sponsorship
Dan Griffis is excited about sponsorship with sports and with his own brand, NASCAR. The cost of sponsorship has come down. Savvy, connected people can make sponsorship deals for maximum impact.
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Marketing Industry
Interview
Marketing Industry
Peter McGuinness, Chairman and CEO of Gotham Agency, believes that the new marketing environment is characterized by shifting demographics and the transformation of digital agencies into traditional agencies, and vice-versa. The model for compensation may change because creativity in marketing ...
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Re-Marketing
Interview
Re-Marketing
George Michie, CEO & Co-Founder of Rimm Kaufman Group, discusses the benefits of re-marketing strategies.
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Building Legitimacy
Case Study
Building Legitimacy
Shai Reshef, Founder & President of University of the People, talks about how they marketed their university in order to gain legitimacy. They brought in well-respected academics, partnered with Yale Law School, and got backing from the UN.
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Integrating Messages: Subway & Biggest Loser Example
Interview
Integrating Messages: Subway & Biggest Loser Example
Gary Reisman, Co-Founder of New Media Metrics and Board Member of the Future of Advertising Project with Wharton, talks about the importance of integrating messages across media. He discusses Subway, and their partnership with The Biggest Loser, as an example ...
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Brand Differentiation: Pepsi vs. Coke
Interview
Brand Differentiation: Pepsi vs. Coke
Gary Reisman, Co-Founder of New Media Metrics and Board Member of the Future of Advertising Project with Wharton, talks about how differentiation means meeting the needs of a segment in a unique way. Reisman uses Pepsi and Coke to illustrate ...