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Unlocking Potential Through Customization: Samsung Knox's Targeted Approach
Samsung Knox, a leading mobile security solution, has evolved into an all-in-one enterprise mobility management solution over the past decade. However, Samsung faced the challenge of raising awareness about Knox's versatility within their key verticals, including media publishers, education, frontline, and telecommunications. These verticals are dominated by a few significant players, making it difficult for Samsung to penetrate and make an impact. The challenge was to design a highly targeted and customized B2B account-based experience (ABX) program that would effectively reach these key players and generate high-quality leads.
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Samsung's Innovative IoT Marketing Strategy for Galaxy S21
Samsung UK was faced with the challenge of raising awareness for its flagship phone, the Galaxy S21, amidst the easing of lockdown restrictions. The company needed to align its marketing strategy with the current mood of the audience, which was more inclined towards rediscovering familiar things they had missed during the lockdown rather than trying out new experiences. The challenge was to create a campaign that would not only increase the visibility of the Galaxy S21 but also resonate with the audience's current state of mind.
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Revolutionizing Content Sharing: Samsung's Vertical Gig
Samsung was faced with the challenge of launching Samsung KX, their new destination for culture and innovation in London. They wanted to create a unique and memorable experience that would align with their brand promise 'Do what you can't'. The challenge was to create an event that would not only attract attention but also stimulate debate and interest among the Gen Z demographic. The insight that 94% of smartphone users engage with their devices vertically, and 79% find vertical videos the most interesting, provided a unique opportunity for Samsung to push the boundaries of content sharing.
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Influencer Marketing Strategy Boosts Sanctuary Spa's Product Launch
Sanctuary Spa, a skincare brand, was faced with the challenge of promoting their latest face product, the Sanctuary 1 minute Glow Mask. The brand wanted to create a significant 'moment' that would stimulate conversations about the product and drive trials. The challenge was to generate a buzz around the product in a highly competitive skincare market, where new products are launched frequently. The brand needed a unique and effective marketing strategy that would not only reach a large audience but also encourage them to try the product.
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Sanofi's Innovative Approach to Managing the Knee Pain Treatment Journey
Sanofi, a global healthcare leader, was looking to establish a Consumer Direct marketing program for Synvisc, a visco-supplement treatment for Osteo Arthritis of the Knee. The primary challenge was to identify and manage leads effectively to drive increased conversion. The company needed a comprehensive strategy to not only generate leads but also to manage them through a customer journey that would result in higher conversion rates. The challenge also involved developing a highly relevant communication stream that would engage the customers and prospects effectively.
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Revitalizing Scholl's Brand Positioning with 'Feel Foot Tastic' Campaign
Scholl, a brand synonymous with the classic and functional pharma space, was facing a challenge in its brand positioning. The brand was primarily associated with problem-solution scenarios, limiting its reach and appeal. The brand was often only considered when there was a foot-related problem that needed fixing. This limited perspective was hindering the brand's growth and potential to tap into the wellbeing and lifestyle space. The challenge was to elevate and revitalize Scholl's brand positioning to make it more appealing to a broader audience and to increase the number of occasions and scenarios that Scholl could be relevant to. The target audience for this brand shift was individuals aged 35 to 40 years old.
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Revamping Global Advertising Strategy: A Case Study on Sol
Sol, a global brand, was faced with the challenge of making their brand book more engaging. The existing brand book was filled with over 60 pages of dry marketing content, including complex power-point charts that were not visually appealing or engaging. The brand book was not reflecting the 'authentic', 'crafted', and independent spirit of the brand. The challenge was to transform this content into something visually engaging and appealing, while also reflecting the brand's unique identity. The task was not just about redesigning the brand book, but also about doing it within a tight deadline of less than four weeks.
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Revitalizing Speedo's Brand Image Through IoT and Experiential Marketing
Speedo, a leading swimwear brand with over 80 years of innovation, was facing a challenge in an increasingly crowded market. The brand needed to reassert its authority, inspire consumers and stakeholders, and drive sales. The challenge was to prove that Speedo is the undisputed leader of competitive swimming, adding aspirational value and reinvigorating the brand’s personality. The company needed a strategy to showcase its new product, the Fastskin LZR Racer X suit, and to highlight the achievements of its team of world-class swimmers, Team Speedo.
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Revamping St Tropez's Brand Image: An IoT Case Study
St Tropez, a renowned self-tanning brand, was facing a significant challenge in the market. Despite the popularity of self-tanning among women, the category was struggling to overcome negative stereotypes. The perception of self-tanning as 'fake' or 'shallow' was a significant barrier to the brand's growth and acceptance among its target audience. The brand needed to redefine its image and disrupt the category to gain relevance with the modern self-tanning audience. The challenge was to reshape the industry's perception from 'fake' to 'fierce' and bring the self-tanning category closer to the progressive world of beauty. The brand also aimed to contest the stigmas associated with self-tanning and encourage women to embrace their glow with pride.
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Transforming Starbucks into an Inclusive and Inspiring 'Third Place' through IoT
In 2022, Starbucks aimed to shift its brand focus from merely selling products to impacting people's lives as a symbol of progress. The challenge was to reinstate Starbucks as an inclusive and inspiring 'Third Place' where everyone is welcome to work, reset, connect, and further their passions. This transformation was particularly significant as the nation was embracing newfound flexibility, and there was a renaissance in working from coffee shops. The younger generations, whose career prospects were severely impacted by the pandemic, needed a space to forge their own path. Starbucks, born of a pioneering spirit, wanted to celebrate the journeys of these enterprising individuals who were furthering their passions at Starbucks.
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Starbucks' #WhatsYourName Campaign: A Case Study in Diversity and Inclusion
The Channel 4’s Diversity in Advertising Award for the year was centered around the theme of challenging the lack of representation and stereotyping of the LGBT+ community in advertising. The insight that only 0.3% of TV adverts feature a transgender person, despite the community making up an estimated 1% of the population, presented an opportunity for Starbucks to re-ignite itself as a progressive brand. Starbucks had a strong heritage with the LGBT+ community and the challenge was to build on this heritage and address the lack of representation in advertising. The campaign needed to focus on the importance of identity and acceptance, and bring to life Starbucks’ signature act of writing people’s names on cups in a powerful way.
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Superdry's Integrated Digital Marketing Campaign: A Case Study
Superdry, a renowned clothing brand, was faced with the challenge of staying relevant and easily accessible during the crucial retail trading times of Black Friday, Cyber Monday, and Christmas. The brand was not just looking to enhance its brand appraisal but also to drive purchases. The main question was how to create a campaign that would resonate with consumers and encourage them to buy Superdry products. The brand wanted to leverage a key consumer insight that in winter, a jacket becomes a part of a person's identity due to its constant use. Superdry also wanted to understand the full impact of online video advertising on both online and in-store sales.
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Revamping Superdry's Digital Content Creation and Social Media Marketing Strategy
Superdry, a renowned fashion brand, was faced with the challenge of launching their holiday season campaign with the aim of engaging millennials. The fashion scene was already saturated with similar branded content, typically featuring beaches, sunsets, lens flares, and washed-out color palettes. Superdry needed to differentiate itself from the competition and truly resonate with its target audience - the millennials. The challenge was to create a campaign that would not only stand out but also align with the actual interests of the millennials.
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Bentley's Innovative IoT-Driven Marketing Campaign for Bentayga EWB
Bentley, in partnership with Iris Worldwide, was looking to launch a unique experiential marketing campaign for the all-new Bentayga EWB, a luxury SUV with an extended wheelbase. The challenge was to highlight the extra space and wellness-focused design of the back seat, akin to a first-class air travel seat. The company wanted to provide prospective buyers with a firsthand experience of the vehicle's comfort and luxury before its official launch. The aim was not only to showcase the physical attributes of the car but also to demonstrate the psychological benefits of sitting in a Bentayga EWB.
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Creating Carbon-Fibre Couture With Felder Felder: A BMW Case Study
BMW, a renowned automobile manufacturer, was looking to enhance its lifestyle credentials and appeal more to women. The company wanted to capitalize on current cultural trends and create intriguing lifestyle content to make the brand more approachable and desirable to both media and consumers. The challenge was to find a unique and innovative way to achieve this goal, while also showcasing the diverse range of cars in the BMW fleet, from the glamorous BMW 2 Series Convertible to the sustainable supercar, the BMW i8.
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Revamping BMW's Brand Image through IoT and Impact Marketing
BMW, a renowned automobile manufacturer, was facing a challenge in expanding its appeal beyond its traditional customer base. The company wanted to enhance its lifestyle credentials and appeal more to women. Despite having a wide range of high-quality products and assets, BMW was not on the radar of a diverse range of consumer journalists. The company was struggling to make its brand more approachable and desirable to media and consumers. The challenge was to capitalize on current cultural trends and create intriguing lifestyle content that would warm up the brand and make it more appealing to a wider audience.
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Swap For Good: A Sustainable Fashion Initiative by BRITA
The case study revolves around the challenge of single-use plastic water bottle pollution, a growing environmental concern. BRITA, a company known for its water filtration products, wanted to highlight this issue while also promoting their sustainable credentials. The company aimed to create a platform that would not only raise awareness about the problem but also encourage people to make more sustainable choices. The challenge was to effectively communicate this message to the public and inspire action. To achieve this, BRITA needed a creative and impactful campaign that would resonate with a wide audience and generate significant engagement.
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Transforming BRITA's Brand Perception Through IoT and Sustainability
BRITA, a renowned water filter company, was facing a challenge in changing its brand perception from being functional and outdated to relevant and engaging. The company wanted to highlight its sustainability benefits, especially in the context of the ongoing global plastic crisis. Despite the UK having some of the best quality drinking water in the world, consumers were still inclined towards bottled water, largely due to effective marketing campaigns. BRITA saw an opportunity to emphasize the absurdity of promoting a product that is so damaging to the environment. However, the company faced a lack of hard facts to support their stance and drive change.
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BRITA and WDC's Sustainable Behavior Change Campaign: The Whale Watchers
BRITA, in partnership with the Whale & Dolphin Conservation (WDC), sought to launch a new sustainability campaign to support sustainable behavior changes in the UK. The challenge was to address the growing concern among children about the environment, with 60% of young people feeling worried about the imminent destruction of the planet and over half feeling frightened by the future of humanity. The campaign aimed to guide young generations towards their role as climate allies, demonstrating how small sustainable changes at home and at school, such as reducing single-use plastic consumption, can lessen our impact on the planet at large and help with the conservation of the whale population.
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BRITA's Greening Good Guide: A Sustainable Step Towards Reducing Single-Use Plastic
BRITA, a renowned water filter company, faced a challenge in changing its brand perception from being merely functional and product-led to inspiring, purpose-led, and culturally relevant. The company aimed to address the serious issue of single-use plastic without resorting to negative or shaming tactics. Research conducted by BRITA revealed that over half of Brits believed they could do more to reduce their environmental footprint at home. The excessive purchase of single-use plastic, including buying plastic bottled water, was identified as the nation’s biggest ‘green guilt’. The challenge was to help people make small, manageable changes to their habits that would make them feel good about their contribution to sustainability.
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Fruit Shoot's Global Marketing Strategy: An IoT Case Study
Fruit Shoot, a brand under Britvic, was faced with the challenge of launching a global-to-local, fully integrated campaign. The brand needed a fresh creative platform that would not only mark a significant change for the brand but also for the category. The new strategy was aimed at driving relevance among health-conscious parents. The challenge was to celebrate real kids doing what they're passionate about, championing their self-expression and individuality, and inspiring parents to support kids in finding their 'thing'. This was born from new insights among the target audience of 'pragmatic parents' which revealed that societal pressures were limiting children's ability to express themselves and preventing them from finding the thing they really love.
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Innovative Market Research Strategy for Camelot Games
Camelot, the operator of The National Lottery since its launch in 1994, was facing a significant shift in its audience demographics. The new generation of players, more accustomed to playing games like Candy Crush on their smartphones, were not as engaged with the National Lottery. The challenge was to create games and content that would specifically appeal to this younger demographic, aged between 18-35. This required a fresh approach to game development, one that could effectively tap into the preferences and habits of this new audience.
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IoT in Experiential Marketing: The Case of Campo Viejo's #SummerofColour Campaign
Campo Viejo, a renowned wine brand, was looking to amplify their brand message that life becomes more vibrant when shared. They wanted to create an immersive and memorable experience for their customers that would not only educate them about the complex flavours of their wine but also provide an opportunity for them to sample the full range of Campo Viejo wines. The challenge was to create a unique, engaging, and Instagram-worthy event that would attract a large number of visitors and increase the brand's social media following.
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IoT in Global Advertising: A Case Study on Chang Beer Campaign
The challenge was to raise the global awareness of Chang Beer, a product with premium credentials primarily recognized within Thailand. The goal was to develop an integrated campaign that would elevate the brand as the premium imported Thai beer across South East Asian markets. The campaign was aimed at male beer drinkers aged between 21 and 35 across the South East Asian region. The task was to showcase Chang Beer in a completely new light, avoiding the usual clichés and stereotypes associated with beer advertisements.
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Leveraging IoT in Advertising: A Case Study on Chang Beer's Lamiat Campaign
Chang Beer, a popular Thai brand, was looking to establish its credentials and introduce a concept that is distinctly Thai: Lamiat. Lamiat is a centuries-old Thai philosophy that encourages one to see things differently by focusing on the details and looking beyond the ordinary. It is a belief in continuous refinement to create perfection. The challenge was to effectively communicate this philosophy and its connection to Thai culture and Chang Beer to a global audience. The brand wanted to showcase its heritage, tradition, and distinct brewing method in a way that would resonate with consumers worldwide.
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Chang Beer's Successful Digital Marketing Strategy: A Case Study
Chang Beer, a popular Thai beer brand, was looking to build on the success of their previous #oursong campaign. They wanted to delve deeper into the concept of friendships, aiming to capture and celebrate something more authentic. The challenge was to create a campaign that would resonate with their target audience and generate significant engagement. They decided to recruit Thai superstar Weir Sukollawat Kanarot and retell the true story of his success, which was largely thanks to his best friends. The story was set in two different decades, one during their university days when his friends helped him get discovered, and the other in the present day when Weir helps convince his friend to follow his dream.
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Revitalizing Chang Beer's Brand Through IoT Advertising Strategy
Chang, a popular beer brand in Thailand, was facing a significant challenge. The brand had not updated its advertising or packaging since its inception twenty years ago. As a result, it had earned the reputation of being the 'old man's beer' and was rapidly losing market share to more modern competitors. The beer, the bottle, and the brand were all in desperate need of a change. The challenge was not just about rebranding, but also about reconnecting with a younger, more modern audience and changing the perception of the brand.
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Revamping Chang's Global Advertising Strategy with IoT
Chang, a popular beverage brand, was facing a significant challenge in uplifting consumer perceptions following the successful launch of their new bottle and liquid. The brand was historically seen as an 'old man's beverage' and needed to build an emotional connection with young Thai guys. However, they were operating in a dark market where the actual product could not be shown. The challenge was to create a big brand campaign that would resonate with the younger demographic and change their perception of the brand.
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Delta's Innovative IoT Approach to Boost Brand Presence
Delta Air Lines was facing a significant challenge in the wake of the pandemic. The long-haul travel industry was in recovery mode, and Delta's communication activities had been relatively modest. There was a pressing need to bolster the brand's presence and differentiate it from other US carriers. The target audience was identified as active long-haul travellers with a keen interest in golf and/or sports. The challenge was to leverage Delta's partnership with the Masters golf tournament to re-establish the brand on the potential traveller's radar.
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Innovative Social Media Strategy Boosts Domino's Brand Engagement
Domino's, a globally recognized pizza brand, was facing a unique challenge in its advertising strategy. The brand found that when it came to describing the taste of their pizza, traditional words fell short. Instead, customers were expressing their love for Domino's through GIFs and emoticons on social media platforms. This presented a challenge for the brand to effectively communicate and engage with its audience in a language they understood and preferred. The challenge was to leverage this 'mouth-boggling' effect of Domino's pizza and create a socially informed campaign that would resonate with the digital audience.
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