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.

23 Case(s) matching "performance marketing" (Show Featured Cases)

The New Content+Commerce Equation: Full-Funnel Performance

In marrying the CNET brand with its performance marketing platform two years ago, Red Ventures started building a full-funnel approach to the content+commerce equation. Kerri Mason, SVP of Marketing at Red Ventures, explains what the company has learned about the new arts of audience priming, using content to drive upper-funnel discovery, and creating a holistic marketing environment that serves a range of KPIs for both ad clients and affiliate revenue.
FREE FOR CMMR MEMBERS
Tags: ad platform, content, discovery, marketing, marketing funnel, media, performance marketing, publishing, revenue
Driving Growth with Social Media Investments The impact of social media investments on the performance of paid search campaigns has been a long-standing question for eCommerce advertisers. Many advertisers have mature paid search programs that demonstrate a high return on ad spend, but struggle to scale growth to other channels like social media, due to limitations in measurement systems, particularly direct attribution. William Mansmann, Director of Performance Analytics at Beeby Clark+Meyler, will share his approach that found a significant positive relationship between Meta spend and branded search impressions.
FREE FOR CMMR MEMBERS
Tags: ad spending, advertising, attribution, branding, campaigns, ecommerce, investments, measurement, performance marketing, search, social media
Driving Cross-Channel Collaboration with Data + Data-Driven Content In 2023, Search needs to be a company-wide effort, not a siloed activity for just one team. Stephen Spiewak, Manager of Digital Content at Vivid Seats, will share how data insights and data-driven content can help facilitate collaboration across teams, and why it's never been easier to tell stories with data.
FREE FOR CMMR MEMBERS
Tags: content, data, digital, performance marketing, search
Challenging Google AI's Limits Marketers are constantly told by advertising experts to apply best practice strategies, but if everyone is doing the same, how is anyone going to truly achieve a competitive edge? Can something more be done with the limited controls still in place as automation continues to grow? Lending Tree's Director of SEM, Yuji Inagaki, shares how his team challenged Google's AI calculations and decision-making by applying strategies either not recommended (based on speculations) or completely unknown (never been done before.) Hear the insights they uncovered regarding Google's "black box" pertaining specifically to their business goals and how to take advantage of …
FREE FOR CMMR MEMBERS
Tags: advertising, ai, automation, google, marketing, performance marketing, search, strategy
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 …
FREE FOR CMMR MEMBERS
Tags: apparel, budgets, digital, email, marketing, performance marketing, technology
Putting the Power of Data in the Hands of Stakeholders Stakeholders always want more data on how their programs are performing. As marketers, responding to these requests is often a labor intensive and difficult task. Hear lessons learned from Sara Scofield, Director of Corporate Email Marketing for US Bank, about their two-year journey to empower people across the organization with their most coveted resource... data!
FREE FOR CMMR MEMBERS
Tags: banks, data, email, marketing, performance marketing
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
Becoming Relevant via Cultural Moments Like many brands today, H&R Block wanted to boost their perception with a younger audience. In 2021, there were changes to the NCAA's Name, Image and Likeness (NIL) rules. Being able to earn income off of their NIL meant a big payday for college athletes, and with that, tax consequences. This gave the tax preparation company a real opportunity to connect with consumers through a cultural moment. Pierson Curtis, H&R's Director of Growth Marketing & Engagement, will share how a culturally relevant, purpose-driven campaign helped them drive performance across paid, earned, and owned channels.
FREE FOR CMMR MEMBERS
Tags: campaigns, consumer, cross-channel, engagement, marketing, multichannel, multicultural, performance marketing
Innovating with a Purpose After being named as one of the Most Innovative Companies in 2021, Avocados From Mexico has continued working on bringing Innovation to the next level. Avocados From Mexico's Director of Media, Data and Analytics, Jovanny Martinez, discusses how Avocados From Mexico drives both brand and performance marketing by building purposeful innovation through creative testing, media optimization, and measurement.
FREE FOR CMMR MEMBERS
Tags: ad optimization, brand marketing, creative, food, innovation, media, media measurement, performance marketing
Winc's Data Driven LTV As customer acquisition costs soar, many DTC brands are seeking greater efficiency by increasing the lifetime value of their existing customer base. Winc's Chief Marketing Officer, Jai Dolwani, demonstrates how his brand takes the same performance and data-driven approach to increasing LTV as it does driving conversions. Everything from purchase and cancellation reasons to competitive analysis and Net Promotor Score are data points that drive core insights around how customers value your brand and respond to promotion. Jai walks through what Winc has learned from activating those insights in campaigns that worked.
FREE FOR CMMR MEMBERS
Tags: acquisition, brands, data, direct marketing, dtc, performance marketing, promotion
Let's Go to the Game Film: How Tovala Bakes a Smoother Buyer Journey Like many hot DTCs, smart oven brand Tovala touches and re-touches consumers across every imaginable medium. But how do you stitch these disparate channel experiences to minimize friction in the customer journey and optimize these touchpoints to improve conversions? Tovala's Senior Director of Growth Engineering, Brian Krall, digs into Tovala's use of replay session analytics to better understand engagement trends, drop-off points, and conversion paths. What has the brand learned about using this toolset to smooth the journey for customers but also evaluate media performance and test new channels?
FREE FOR CMMR MEMBERS
Tags: ad optimization, analytics, conversion cycle, cross-channel, dtc, engagement, media, multichannel, performance marketing, trends
Increase Revenue & Improve Efficiency With Google Smart Shopping Instead of their standard search shopping campaigns, Tecovas digital team launched Google Smart Shopping on their product feed with huge success. Tecovas' Performance Marketing Manager, Paige Malloy, will share the implementation requirements for their testing; which resulted in greater efficiency, more revenue volume, and better ROAS for the western boots and apparel retailer.
FREE FOR CMMR MEMBERS
Tags: apparel, campaigns, digital, digital marketing, performance marketing, retail, search, shopper marketing
Laddering Up to TV How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
FREE FOR CMMR MEMBERS
Tags: ad buys, attribution, broadcasting, cable tv, connected tv, ctv, d2c, dtc, marketing funnel, media buying, metrics, mixed media, mptvis, mptvvis, omni-channel marketing, performance marketing, tv
Leveraging Performance Video on Amazon The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark's director of marketing operations, Mike Dattilo, shares how he's successfully targeting SMB users to expand their audience and increase brand awareness and conversions through performance video.
FREE FOR CMMR MEMBERS
Tags: brand marketing, branded content, content marketing, digital marketing, integrated marketing, marketing, mobile, paid search, performance marketing, search, search marketing, streaming, video
Visible Wireless: Grass Roots Branding and Media Planning Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew - from product development even to media planning. Visible's digital marketing lead, Sarah Baker, shows us what a grass roots media strategy looks like?
FREE FOR CMMR MEMBERS
Tags: brand marketing, branded content, content marketing, digital marketing, integrated marketing, marketing, paid search, performance marketing, search, search marketing, streaming, video
SmileDirect's All-Screen Press As the oral care upstart SmileDirect grows its brand into new product lines and customers, the company is bringing its performance-oriented media to every screen. CMO John Sheldon explores how a CPM-centric approach continues to perform across linear, CTV and social. Likewise, highly modular creative and leveraging shorter formats are giving SmileDirect the flexibility to grow despite the opaque outlook for 2021 media.
FREE FOR CMMR MEMBERS
Tags: advanced tv, cable tv, cpm, cross-channel, cross-platform, ctv, ott, performance marketing, social media, television & video, tv, video
ThirdLove Leverages Data with an Integrated Approach COVID forced performance driven ThirdLove to drastically cut ad spend; shifting focus to marketing efficiencies and repeat business in order to generate profit. They did a lot of testing, learning and data collecting. As a result, a new holistic marketing approach evolved. How does leveraging customer insights, dynamic quizzes, new channels, and 3D technology result in more efficient and better performing marketing strategies?
FREE FOR CMMR MEMBERS
Tags: 3-d, cross-channel, customer experience, data, data management, data mining, data-targeting, fashion, multichannel, omni-channel marketing, performance marketing
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
Building the Cost-Per-Visit Media Plan How are digital dollars moving your customers to action? Franchisees need to know exactly where their ad money goes and show results - quickly! Liz Bazner, the director of digital at A&W Restaurants, tells us how in the past few years A&W has been doing just that since moving to a cost-per-visit measurement model for their campaigns.
FREE FOR CMMR MEMBERS
Tags: ad buys, ad campaign, audience measurement, brand marketing, branded content, customer experience, digital, digital content, incentive, media measurement, performance marketing, qsr
SimpliSafe Secures Its Next Growth Strategy SimpliSafe, the category-defining brand of DIY home security, has already succeeded in reaching beyond the digitally savvy base and into general awareness. Company CCO, Don LeBlanc, shares lessons learned as he brings his data-driven marketing culture into awareness campaigns that build brand even as they drive sales.
FREE FOR CMMR MEMBERS
Tags: brand marketing, branded content, branding, data, digital, digital content, digital marketing, marketing, marketing/branding/advertising, performance marketing
Four Seasons Aggressive SEM Campaign Pays Off How does a global brand like the Four Seasons Hotel & Resorts oversee media buys for 100+ properties, yet still manage to increase website bookings, boost revenue, and drive incrementality to channels like SEO and direct for each hotel? Very strategically. Traditionally, the luxury hotel chain's media budgets were fixed and held at property level. That is until their agency, Acronym, realized it was limiting their advertising reach. Instead, after a successful test pilot, Acronym unified Four Seasons' media buys, and the corporate office essentially gave them what amounts to a "blank check," which enabled them to provide a more …
FREE FOR CMMR MEMBERS
Tags: ad buys, ad optimization, ad spending, ad targeting, ad technology, budgets, digital marketing, hotels, keywords, media buying, paid search, performance marketing, search, search marketing, sem, travel
Fifth Third Bank Puts Paid Search To Work For It Nick Ferrugia, head of media strategy and execution at Fifth Third Bank, put it all into paid search, as it pays the highest value and is based on digital tactics. "We decided to go all in and see how far it goes."
FREE FOR CMMR MEMBERS
Tags: banks, financial services, media, paid search, performance marketing, search, strategy
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.
FREE FOR CMMR MEMBERS
Tags: behavioral targeting, content, cpg, customer experience, data, data management, digital, direct response, food, packaging, partnership, performance marketing, sales, technology

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