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.

40 Case(s) matching "technology" (Show Featured Cases)

Building the Friendlier FinTech

How does your friendly and functional online auto-loan brand compete against an in-box of offers for colorful frocks, sleek decor...and chocolate? Caribou's EIS veteran and Director of Lifecycle Marketing, Heather Grimstead, shares a makeover strategy for Caribou that involved more than imagery. It marshaled voice, cadence, brand identity and multi-channel messaging to reimagine the FinTech brand.
FREE FOR CMMR MEMBERS
Tags: brand marketing, brands, consumer, email, financial, marketing, messaging, multichannel, strategy, technology
Enterprise Digital Transformation: Be Influential, Tenacious and Patient Every organization is now a tech organization; every industry has been disrupted. To stay relevant and thrive, evolving enterprise organizations must surrender their best practices, their organizational structures and even their understanding of their product or service. How can you be a digital change agent in your organization, no matter your level or tech budget? Young Life's Digital Transformation Chief, R. Scott Harris, will share principles and life hacks to encourage you in a balanced people, process, platform and performance approach. It takes all of one's influence, tenacity and patience, but digital transformation is worth it for your career and …
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Tags: apparel, budgets, digital, email, marketing, performance marketing, technology
Programmatic DOOH From The Media Buyer's Perspective As Programmatic technology continues to take shape and plays a more pivotal role in the growth of OOH in 2023, Dentsu Media's SVP of Out of Home, Marc Bartholomew, will offer some key insights and learnings from the lens of an agency buyer. This perspective will look into how Dentsu approaches Programmatic OOH for its clients; from discussing how and why it could benefit an advertiser through to activation best practices and identifying key metrics for success.
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Tags: agency, digital-out-of-home, metrics, out-of-home, outdoor, programmatic, technology
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.
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Tags: campaigns, performance marketing, social media, social networking, technology
Organizing for Cross-Channel Messaging It takes more than fancy tools to enable and successfully execute a cross-channel marketing strategy. You must align internal teams, ensure your data is connected, and have the right technology partners in place. Eddie Bauer's Director of Digital Merchandising and Email, Angela Gow, shares what Eddie Bauer has learned as it internally aligned email, SMS, and site teams. Angela discusses how working from a single source of truth data sources drove coherent multitouch messaging and how choosing the right tech partners helped execute a fleet and responsive cross-channel marketing strategy.
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Tags: cross-channel, data, digital, email, marketing, messaging, partnership, sms, technology
Building the More Neighborly Tech Stack A truly functional next-gen MarTech stack doesn't just assemble tech solutions but builds relationships with vendors that optimize execution. NextDoor extends its good neighbor brand to vendor RFPs, transparency with partners, and expectations for aligning on sustainability and inclusion. NextDoor's Marketing Technology & Operations Lead, Krish Sailam, explain building the better partner stack.
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Tags: ad optimization, ad technology, brands, martech, partnership, sustainability, technology
Connecting the Exceptional Retail Experience to the Online World As the retail landscape continues to shift, Mall Of America [MOA] shifts with it. Consumers today are looking for an elevated shopping experience, made convenient. Dive deep with MOA's v.p. of marketing, Grant Buntje, and integrated marketing manager, Sara Johnson, as they share their journey of supporting physical stores through a universal cart technology, how a Reddit thread brought it to new heights and where they're taking it next.
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Tags: bisretail, customer experience, integrated marketing, retail, shopper marketing, social media, technology
Joybird - New Adventures in Customer Acquisition Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
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Tags: 3-d, bisretail, customer experience, engagement, martech, pinterest, retail, shopper marketing, social media, technology, tools
Democratizing Intelligence Data-Centric approaches to marketing work best when all areas of a marketing organization understand the principles and tools for using data. As Empower's Brett Mowry outlines, data maturity often means moving companies away from "centers of excellence" and towards a more democratized structure where all marketers work more collaboratively and holistically with a common understanding about leveraging a CDP, managing 3rd party data and mapping customer journeys.
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Tags: brand marketing, data, data sharing, data-targeting, digital marketing, integrated marketing, marketing, marketing/branding/advertising, technology, tools
Avocados From Mexico Scores Big Driving Brand Performance via Innovation Avocados From Mexico takes on advertising's biggest stage... the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, talks Influencers, shoppable ads like MikMak and immersive experiences - - all part of their "brandformance" approach to innovate produce marking.
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Tags: brand marketing, branded content, branding, cable tv, connected tv, cpg, ctv, innovation, marketingcpg, mixed media, mptvis, mptvvis, social media, technology, television & video, tv, video
Future-Proofing: Mining the First Party Data Vein As regulation and data deprecation across browsers and operating systems moves the ad ecosystem beyond third party cookies, having a first-party data strategy becomes critical. Corey shares best practices and strategies around sourcing first-party data, leveraging publisher relationships for amplification and the ways in which high quality data can be best applied to cusytomer journey mapping. The future of of government and industry policies for data remain unclear; marketers need a future-proofed strategy.
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Tags: ad blocking, ad technology, analytics, data, data sharing, data-targeting, mapping/navigation, regulation, technology
Mass Personalization: Walgreens' Road To Customer-Level Marketing What does "personalization at scale" really mean - not just for customer interactions but for data and media strategy and even company culture? Walgreens Jennie Peelle, shares the lessons learned as the brand moves towards personalized interactions at every touchpoint. It means changing the way you gather and use data and lean into advanced predictive modeling. It changes how you target and plan paid media for customer acquisition vs. retention. It reworks KPIs towards customer-level measurement and away from mere sales goals. It takes more than mere shifts in tech and technique. It's a culture thing.
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Tags: acquisition, audience measurement, bisretail, data, data management, data mining, data sharing, data-targeting, media, media buying, media measurement, paid media, pharma, retail, technology
Travel Site Leverages Data & Analytics in OOH Brand Campaign How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers could …
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Tags: ad campaign, ad platform, ad technology, adtech ny, analytics, behavioral targeting, brand marketing, branded content, branding, consumer, consumer experience, covid-19, creative, data, data-targeting, digital, digital content, digital marketing, digital-out-of-home, geotargeting, marketing/branding/advertising, online, out-of-home, outdoor, social media, technology, travel
Sleep Number Content Draws Customers In Sleep Number, which produces adjustable and smart beds, was creating short-form videos that were getting -- at the most -- 2,000 organic views. It needed to ramp up awareness.
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Tags: branded content, branded entertainment, content, content creators, content marketing, education, engagement, entertainment, facebook, football, instagram, licensing, mptvis, retail, sponsored content, sports, technology, tv, video, youtube
Sleep Number Uses Content To Draw Customers In I t developed longer-form branded content with a three-part series about player Josh Jacobs and his road to becoming a running back for the Oakland Raiders in 2019.
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Tags: awareness, branded entertainment, content, content creators, content marketing, content sharing, digital, entertainment, football, retail, social media, social networks, sports, technology, tv, video
Nissan Puts Drivers In The Virtual Reality Seat To enhance authenticity, Tech Drive was shot live, in a real car, on real streets, with threats as close as they would be in real life.
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Tags: automotive, awareness, experiential marketing, facebook, interactive, social media, technology, video, virtual reality
Acura Goes Cross-channel For RDX Launch Through highly engaging creative units and strategic ad placement, the campaign allowed the user to explore information about the RDX model in ways unique to each channel.
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Tags: augmented reality, automotive, awards, digital, engagement, integrated marketing, media, omma, technology, video
Now Hear This: Amplifon App Exceeds Expected Results Amplifon needed a service to help its customers get comfortable with their hearing aids, learn how to use them quickly and simply and get the maximum benefit to ensure continued use.
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Tags: applications, apps, customer experience, customer relations, customer service, digital, europe, loyalty, mobile, technology
Netflix Converts Doubters Into Early Evangelists A three-phase, constantly evolving launch campaign excited fans of the genre, amplified engagement with these new evangelists as they spread the word.
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Tags: engagement, netflix, social media, social networks, social vibe, technology, television, video
Amazon Lets Us 'Control' International Space Station Via Alexa This innovative unit ran alongside premium on-demand video content where, in exchange for spending a minimum of 30 seconds interacting, users could reduce their traditional commercial load for the rest of the episode.
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Tags: amazon, innovation, technology, voice activated
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.
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Tags: awards, awareness, content, live streaming, millennials, online, social media, social networking, social networks, social vibe, streaming, technology, twitter
For Questions About The Cloud, Google Points To The Cloud "Ask the Cloud" allowed CTOs to ask all of their questions about the cloud to The Cloud itself, thus avoiding that whole fear-of-looking-dumb thing.
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Tags: awards, cloud computing, direct mail, google, technology
Mall Of America Doubles Visit Rate Percentage Benchmark "What I love about this is we can now give attribution toward more of these awareness channels and actually prove the return on ad spend."
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Tags: awareness, connected tv, data, digital, engagement, geotargeting, location-based, media, mobile, mpprogrammatic, programmatic, retail, social media, technology, tourism, women
HP Reaps Fruits Of Bringing Programmatic In-house Four years ago, HP started the journey by owning its own data. "Getting through legal and procurement took a full year." Then it took on email, "and pulled that one off; now we're pulling in most of the digital media activation: DSPs, paid social, and paid search."
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Tags: acquisition, agency, crm, data, digital, dsps, paid media, paid search, programmatic, roi, search, social media, technology
Cheetos Debuts 'Dumbest Use Of Smartest Tech' It wanted to give Cheetos Vision a launch worthy of any hot, new tech innovation, so it took it to the biggest stage in the industry: SXSW Interactive.
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Tags: applications, artificial intelligence, digital-out-of-home, food, innovation, mobile, out-of-home, photography, relevancy, social media, sxsw, sxswi, technology, video
SXSWestworld's Immersive Experience Promotes Season 2 The campaign promoted the event near Austin not as an HBO activation but as a real-life trip to "Westworld." Guests arrived at SXSWestworld via an exclusive Delta flight, Lyft partnership, and luxury buses.
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Tags: artificial intelligence, branded content, cable tv, campaigns, consumer experience, content creators, content sharing, customer experience, entertainment, experiential marketing, influencer marketing, personalization, photography, promotion, sxsw, technology
O'Keeffe's Creates Weather-triggered Media Plan With a slashed media budget for the key season - 22% smaller than the previous year - every dollar needed to work harder and smarter. But first, the brand needed to define "cold."
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Tags: broadcasting, cable tv, cpg, data, data-targeting, digital-out-of-home, geotargeting, health, media planning, out-of-home, partnership, real-time, technology
Netflix Alters Sci-fi Fans' Ideas About Surprise From self-aware AI and police interrogations using VR to bio-organic printers printing actual human flesh, its content sucked "Wired" readers into a world where immortality is possible.
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Tags: artificial intelligence, awards, creative, engagement, events, los angeles, out-of-home, technology, virtual reality
Tresemme's Subway Ad Blows Away Competition Aiming to change the perception of hairspray, Tresemme needed to show how a woman's hair can still move after using the product.
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Tags: awareness, canada, cpg, digital, millennials, out-of-home, outdoor, real-time, technology, women
Synchrony State Of Pay Celebrates Industry Trends While there's plenty of news about the future of retail and payments, there wasn't a place for business leaders to find the "so what?" perspective on these topics.
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Tags: awareness, big data, cable tv, content, customer experience, data, data management, ecommerce, experiential marketing, innovation, mobile payments, multichannel, online, retail, social media, technology, video, web sites
Dexcom Goes Native For Diabetes Tool Message The effort focused on people with type 1 and type 2 diabetes and readers of "The New York Times" Technology and Health sections and its Facebook newsfeed.
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Tags: apps, health, health care, mobile, native advertising, new york, newspapers, social media, technology, video
Shazam! Canine Q Gets Message To Veterinarians Instead of serving up communications laden with complicated bullet points, it created Shazam-enabled print ads and challenged veterinarians to test their OA knowledge with a quirky quiz show.
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Tags: digital, engagement, entertainment, health, health care, pets, print, technology
Honda Acura TLX: Social + VR + AR = Success for AHM The key to building excitement around this campaign was a comprehensive roll-out across various social channels which started a month before with teaser content.
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Tags: audience targeting, augmented reality, automotive, brand affinity technologies, brand image, earned media, engagement, facebook, gaming, gen y, influencer marketing, live streaming, media, men, millennials, paid media, social media, technology, virtual reality
Honda Civic Type R: Social + VR + AR = Success for AHM Honda was looking for a unique way to showcase its racing chops through a campaign that would resonate with its enthusiasts as well as a gaming audience.
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Tags: ad campaign, audience targeting, augmented reality, automotive, awareness, content, earned media, gaming, live streaming, social media, social networks, sports, targeting, technology, video, virtual reality
End-to-End Is The Real Holy Grail: A Dell Use Study The team created end-to-end automation in paid media by building an ad tech stack designed as an orchestration and activation layer that sits atop a content and delivery system.
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Tags: ad optimization, ad technology, apps, automation, brand image, content, customer experience, data, direct marketing, display, ecommerce, email, laptops, management, native advertising, omni-channel marketing, paid content, paid media, programmatic, search, technology, video
Wedding Wire Personalizes Messages Based On Behavior WeddingWire sends a personalized confirmation message to a segment of users after they request information from a vendor in order to enhance the customer experience.
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Tags: b2b, behavioral targeting, brand marketing, brands, customer experience, data, data management, data mining, data-targeting, email, engagement, millennials, online sales, personalization, technology
Chobani Shows How To D2C When You're Not D2C Chobani works with one partner very closely. By doing so, it mitigated the complexity of a partner like Facebook or Google, allowing the team to focus on getting the job done.
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Tags: behavioral targeting, content, cpg, customer experience, data, data management, digital, direct response, food, packaging, partnership, performance marketing, sales, technology
Southwest's 'Story' Campaign Optimizes Targeting Strategies The videos show the back stories of each traveler before they are onboard. A brand logo with the person's seat assignment hovers nearby.
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Tags: ad targeting, airlines, audience targeting, awards, brand affinity technologies, brand marketing, campaigns, data-targeting, digital marketing, engagement, marketing/branding/advertising, media, mobile, mobile programmatic, omma, real-time, social media, technology, television, travel
Warner Bros/MGM Brings Movie Ticket-buying To A Screen Near You The new product combined an array of sophisticated technologies, including: TV ad interactivity, dynamic API-driven creative, addressable ad messaging, e-commerce integration, and place-shifting.
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Tags: addressable tv, api-driven, awards, cinema, creative, ecommerce, email, entertainment, film, geotargeting, innovation, interactive, interface design, mobile, movies, omma, place-shifting, technology, television
Netflix Gets Eleven-level Powers For 'Stranger Things 2' Boost When Netflix tasked MediaHub with growing viewership and social conversation for Season 2, they needed Eleven-level powers to make an even greater impact than its initial breakout success.
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Tags: awards, branded entertainment, entertainment, gaming, media, news, omma, promotion, technology, tv, tv everywhere, web sites

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