MediaPost Publications - The MediaPost Cases

What worked? How did it work? What did we learn?

The MediaPost Cases focus these three key questions on some of the best examples of successful marketing across channels and segment. These cases explore how brands defined their marketing challenge, conceived, executed and course corrected their solution, and measured results.

Drawing from MediaPost’s live events, awards programs and reporting, MediaPost Cases cut across all of the channels and industry segments we cover. Whether you are looking for what the auto sector is doing in ecommerce or how DTC brands make digital video accountable or other fresh insights, you will find lessons and inspiration from this library of more than 250 cases.

You can search the library by keyword or via the filtering tools here. Paid members of the Center for Marketing and Media Research (CMMR) get access to the full library, which is refreshed weekly with new case studies. Select cases are available for individual purchase as well.

21 Case(s) matching "social networking" (Show Featured Cases)

Manscaped Grows Out Branding with OOH

When the male grooming brand Manscaped has something big to say, you can count on that announcement to make a splash. From taking over digital and static ad space in New York's Penn Station, to fully decking out the men's restrooms at Levi's(R) Stadium, Manscaped's iconic branding and bold campaigns are as eye-catching as they are impactful. Add influencers into the mix to amplify that message, and the experience becomes fully immersive. As the company enters new international markets, it is exploring how to use legacy tactics and emerging OOH trends to optimize efficiency and augment creativity. Manscaped's Senior Partnerships …
FREE FOR CMMR MEMBERS
Tags: ad campaign, campaigns, consumer experience, creative, digital, digital marketing, digital-out-of-home, emerging markets, influencer marketing, international, out-of-home, social networking
Scaling Authenticity: Fetterman for Senate No candidate this cycle brought such native mastery, authority and authenticity to social channels than Pennsylvania Senatorial candidate John Fetterman. But how does that talent scale into a full state campaign operation, rapid response to attacks and opportunities, and a massive partner program that helped fund campaigns across the country? Fetterman's Digital Director Sophie Ota explains how they built a social infrastructure around one man's resonant voice that could scale into a real-time 24/7 messaging machine.
FREE FOR CMMR MEMBERS
Tags: campaigns, funding, fundraiser, policy, politics, social media, social networking
Leveraging TikTok to Scale Your Social Media Brydge CMO, Patrick Keller, discusses how organizations can leverage cost efficiencies to help scale the effectiveness and performance of your social campaigns.
FREE FOR CMMR MEMBERS
Tags: campaigns, performance marketing, social media, social networking, technology
Can TikTok Build D2C Brands? Prebiotic soda Poppi became one of the fastest growing non-alcoholic beverages in the U.S. in part from mastering emerging social channels. But how did Poppi go viral on TikTok with over 48.5M views from a single post, rank #1 on Amazon search for "soda", and sell over half a million dollars of online purchases in just one day? Poppi's Co-Founder and Chief Brand Officer, Allison Ellsworth, shares how leveraging TikTok became a main awareness and growth driver and how Poppi's cultural cachet was built through organic social, influencers and content creators. We will explore how D2C brands can benefit from …
FREE FOR CMMR MEMBERS
Tags: beverages, brand marketing, brands, buddy media, budgets, carbonated beverages, consumer, content creators, influencer marketing, media, social media, social networking
Fans, SuperUsers, Ambassadors: Community as Marketing A year ago, Visible Wireless built its own social sandbox apart from the usual platforms. It was a forum for prospects to discuss what they liked. As a class of "SuperUsers" emerged, Visible started seeing a strategy for a self-run community that could have solid KPIs, drive SEO, customer support, and even beta testers. Visible Wireless Community Lead, David Sandoval, shares the learnings and benefits from DIY social.
FREE FOR CMMR MEMBERS
Tags: mobile, seo, social networking, wireless
Broadcasting Providence: Podcasting as a Business Strategy Why simply drop a podcast when you can build an audio media network with sponsors, a web of social influencers, and a range of discreet shows? Providence St. Joseph Health's VP of Community Engagement, Clinical and Patient Communication, Mary Renouf, discuss's how their Providence Future of Health podcast series has become a main driver not only of brand awareness and patient acquisition but the core of its educational mission, a new revenue stream and even a source of staff retention and recruitment.
FREE FOR CMMR MEMBERS
Tags: acquisition, audio, awareness, brand marketing, health, health care, media, networking, podcast, revenue, social networking, sponsorship
Building the Post-COVID Social Listening Post To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.
FREE FOR CMMR MEMBERS
Tags: analytics, brand marketing, brands, customer service, engagement, health, media measurement, metrics, pharma, social media, social networking
Krystal Goes to College: Engaging Local Influencers As the 90-year-old Krystal restaurant brand looked to appeal to younger demos, the marketing team focused on college towns and some of their strongest influencers - star athletes. Executing on this smart plan took more than posing Quarterbacks with store owners. Krystal Restaurants' Director of Marketing, Kaitlin Stoehr, shares what the company learned about crafting local campaigns around recruiting this special class of social influencers, creating authentic live engagements, and then amplifying this content effectively in the community.
FREE FOR CMMR MEMBERS
Tags: brand marketing, branded content, campaigns, content, content creators, content marketing, engagement, fast food, food, influencer marketing, local media, marketing, marketingqsr, qsr, social networking
TikTok Q&A: Seizing Your Viral Moments Carpe TikTok. Kendra Scott's social media team did exactly that when women who were rushing sororities last summer posted videos of their outfits, accessorized with, you guessed it...Kendra Scott jewelry. The brand's senior social media manager, Andrea Howard, will share how they were able to capitalize on the user-generated content by jumping in on the viral conversation via hashtags, earning them a 17% increase in new users with a 24% increase in Alabama specifically.
FREE FOR CMMR MEMBERS
Tags: audience targeting, behavioral targeting, retail, social media, social networking, user-generated, user-generated content, video, viral
Selling In-House, In-House Hunter Douglas has been on a five-year journey of bringing ever more of its media buying and planning in-house, first search, then social, and now Video and programmatic and branding. But as Tiffany Leung explores, this has been more than an operational shift. It required not only changing KPIs, staffing and messaging but a cultural shift to value a data-driven approach to all aspects of marketing, internal organization and event onboarding customers.
FREE FOR CMMR MEMBERS
Tags: branding, data, data sharing, data-targeting, digital, digital content, digital marketing, marketing/branding/advertising, messaging, paid search, programmatic, programmatic tv, programmatic video, search, social media, social networking, video
Turning Customers Into Fans: Church's New Social Media Playbook As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church's Chicken reimagined its social media playbook for changed times. Alan Magee, Vice President, Digital Marketing & Technology at Church's Chicken, explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church's is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
FREE FOR CMMR MEMBERS
Tags: consumer, consumer experience, engagement, fast casual, fast food, loyalty, marketingqsr, media, media buying, media planning, paid content, paid media, qsr, restaurants, social media, social networking, social networks, strategy
Finding Burger King Moments In A Fractured Mediaverse Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
FREE FOR CMMR MEMBERS
Tags: addressable tv, advanced tv, attribution, brand image, brand marketing, branding, brands, cable tv, connected tv, ctv, digital, digital content, marketing/branding/advertising, ott, performance marketing, social media, social networking, social networks
Now, About That Chicken Sandwich: Popeye's Inside Story Who would have known the launch of a chicken sandwich would be the QSR story of the year? Apparently, not even Popeye's own marketing team. Brand Lead Lisa O'Brien shares what happens when consumers take over your launch, blow up the media plan, and create success and PR challenges that were truly unprecedented.
FREE FOR CMMR MEMBERS
Tags: brand marketing, content marketing, digital marketing, loyalty, media, promotion, public relations, qsr, social media, social networking, twitter
Pancheros' Digital-First Brand Makeover More than a "campaign," Pancheros' recent brand push put digital and data at the center. But how do you reorganize diverse franchisees around social-first local tactics, and relaunch an app so that it nearly doubles participation? The QSR brand's marketing team leveraged data to unlock the power of fanatical customers in a digital-first brand makeover.
FREE FOR CMMR MEMBERS
Tags: apps, brand marketing, content marketing, data, data management, data-targeting, database marketing, digital marketing, marketingqsr, qsr, social media, social networking, social networks
AT&T Appeals to the Masses with a Hyper-Customized Video Campaign on Social There are brands that do what you do, but you know you do it best. So how do you let everyone else know that? If you're AT&T, you produce impactful creative and devise a hyper-targeted, eye-catching media strategy. AT&T enlisted a popular social influencer and artist to create 30 unique executions that targeted decidedly distinct groups with artwork and animation.
FREE FOR CMMR MEMBERS
Tags: ad campaign, audience targeting, banners, creative, display, influencer marketing, social media, social networking
Xfinity's 'Project Dead Zone' Takes Best In Show A paranormal investigation powered by Xfinity xFi Pods on Twitter Live was staged at the Winchester Mystery House, a haunted house in San Jose, Calif., known for its crazy number of rooms and stairways.
FREE FOR CMMR MEMBERS
Tags: awards, awareness, content, live streaming, millennials, online, social media, social networking, social networks, social vibe, streaming, technology, twitter
Organic Valley Puts Fitbits On Cows Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."
FREE FOR CMMR MEMBERS
Tags: ad optimization, ad targeting, audience targeting, awareness, behavioral targeting, broadcast networks, broadcasting, cable, cable tv, digital, digital marketing, geotargeting, retargeting, social media, social networking, social networks, targeting
AWeber Gives Entrepreneurs Leg-up With Curate Users can leave their laptop at home, easily write emails, and follow up with customers between bites of pizza, yoga poses, or errands.
FREE FOR CMMR MEMBERS
Tags: applications, awards, content, content creators, content sharing, digital content, email, events, mobile, social media, social networking, social networks
BMW Celebrates Diversity To Showcase Sporty X2 Model The LGBTQ community, possessing a bold and rebellious mindset to live life on their own terms, perfectly embodied both BMW's Modern Maverick target and X2 manifesto of "Give No Explanations."
FREE FOR CMMR MEMBERS
Tags: automotive, awards, brand marketing, digital, digital content, events, gay/lesbian, live streaming, luxury, media, partnership, social media, social networking, social networks, video
UPS Pulls In Viewers With A Sentimental Journey - Or 4 The brand's proactive and agile approach led it to perform well above its 2017 benchmarks. With clear pacing and more visibility into paid data, it was able to guide, measure and optimize its creative, publishing and bidding on a weekly basis.
FREE FOR CMMR MEMBERS
Tags: ad optimization, bidding, branded content, branded entertainment, content creators, creative, data, engagement, film, publishing, social media, social networking, transportation, video
7-Eleven: Evolutions In Convenience The focus is predominantly on personalization by incorporating things that are local and personalized to an individual's pace and environment.
FREE FOR CMMR MEMBERS
Tags: acquisition, apps, crm, digital, facebook, facial recognition, geotargeting, loyalty, machine learning, marketing/branding/advertising, mobile, personalization, retail, social media, social networking, social networks, sweepstakes

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