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.

24 Case(s) matching "brand image" (Show Featured Cases)

How Subaru Makes Good On Its 'Love' Promise

Subaru of America believes "Love Means Being More Than a Car Company." The Subaru Love Promise is the company's vision to show love and respect to all people at every interaction with Subaru. Subaru of America's Associate Director of Marketing Operations, Bridget Hanrahan, discusses how together with its retailers, Subaru is dedicated to making the world a better place.
FREE FOR CMMR MEMBERS
Tags: automotive, brand image, brand marketing, cars, interactive, retail
Betting Big on Experiences | Cicis Turnaround Buffet Reigniting interest in buffet-style dining in the last year has been a challenge across the fast casual category. Cicis is using it as an opportunity to energize the brand and enhance onsite customer experiences around food, entertainment, and restaurant design. Cicis Pizza's CMO, Stephanie Hoppe, shares what they've learned along the way about embracing Cicis' roots, driving adaptability, and cultivating an always-on optimization mindset to power a successful "Endless Pizzabilities" brand relaunch that bets big on experiences fueling Cicis' continued growth.
FREE FOR CMMR MEMBERS
Tags: ad optimization, brand image, brand marketing, branding, customer experience, design, entertainment, fast food, food, marketing/branding/advertising, pizza, qsr, restaurants
Transforming Brand Values into Tangible Actions Patagonia's mission statement is: we're in business to save our home planet. For over 35 years, Patagonia has supported over 1,500 environmental groups by donating 1% to grassroots activist organizations that have direct-action agendas and work on strategic, multipronged campaigns to preserve and protect the environment. We built Patagonia Action Works to take this a step further. Patagonia Action Works - a response-driven, relationship building digital ecosystem and toolkit - meaningfully connects our customers and greater community to the grassroots environmental activist groups we support. Patagonia's Director, Digital Impact: Community & Activism, Scott Carrington, discusses how the initiative was driven …
FREE FOR CMMR MEMBERS
Tags: activism, brand image, brand marketing, campaigns, community, digital, digital marketing, environment, strategy
Omnichannel Wow - Optimizing for Delight Across Live and Online Experiences The soft-serve shop 16 Handles has always been about the on-premise experience of personally personalizing customer desserts. It is a case study in building in-person delight. But as the company has moved into delivery and on-app ordering it has been challenged to digitize the experiential dimension of the brand across channels. The Founder and CEO of 16 Handles, Solomon Coi, shares how the brand thinks about making WOW omnichannel.
FREE FOR CMMR MEMBERS
Tags: apps, brand image, brand marketing, branding, customer experience, customer service, digital, digital marketing, fast food, marketing, marketing/branding/advertising, marketingqsr, mobile, omni-channel marketing, qsr
Jackson Hewitt: Adding Humanity, Expertise and Humor to Humanize The Tax Services Company Jackson Hewitt created an integrated brand campaign to educate people about the value of working with a Jackson Hewitt Tax Pro. The TV campaign drove familiarity through three pillars: connection, convenience and credits. Then they added another motivating action to the mix: humor.
FREE FOR CMMR MEMBERS
Tags: addressable tv, advanced tv, brand image, brand marketing, cable tv, connected tv, ctv, mixed media, television & video, video
Humanizing an All-Digital Ecosystem From the beginning, Visible has always worked to fundamentally change the way consumers get and pay for their wireless service via their all-digital model. How is this challenger brand creating a new normal in telecommunications? Through high-touch experiential activations, an unparalleled influencer network, and real-time social listening, that simultaneously addresses real-life issues while building community.
FREE FOR CMMR MEMBERS
Tags: brand image, brand marketing, digital, digital content, experiential marketing, influencer marketing, social media, telecom
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
ShopRite's Paperbird Soars When Wakefern Food Corp. set out to redefine their Own Brands, they went to their consumer - and let insights drive every step of the process. From brand positioning to packaging design to brand activation, Wakefern treated the launch of Paperbird with the same respect as a best in class CPG brand. Laura Kind, VP of Brand Strategy, shares how her team translated the consumer emotion around messes into highly relatable Paperbird brand work.
FREE FOR CMMR MEMBERS
Tags: activations, brand image, brand marketing, branded content, branding, content, content marketing, cpg, data, design, marketingcpg, packaging, research, retail, strategy
Keeping it Real: Connecting Authentically with Multicultural Consumers Cadillac skews more heavy to multicultural buyers than other brands, so a lot of its overall marketing plan has that emphasis. The brand's partnership with Regina King, Diddy and Spike Lee give a clear indication of how important it is for the brand to connect authentically with multicultural customers. Not everyone can hire a-list stars and give Diddy a car but there are key takeaways that Alexis Kerr, head of multicultural marketing at Cadillac, shares to help other brands activate on a smaller scale.
FREE FOR CMMR MEMBERS
Tags: brand image, brand marketing, branded content, cable tv, cars, celebrity, connected tv, content, content marketing, ctv, digital content, multicultural, strategy, tv
Jimmy Bars Takes the Paths Less Traveled How does a new CPG business stand out in the already saturated snack bar market? As building a brand within the grocery industry can prove challenging and expensive, Jimmy Bars' co-founder, Jim Simon, tells us it's vital to not only differentiate oneself but be creative as well.
FREE FOR CMMR MEMBERS
Tags: ad buys, brand image, brand marketing, branding, cpg, distribution, food, marketingcpg
Atlanta Heats Up Brand Image Via Social Video Storytelling How does a legendary Southern city change long-ingrained stereotypes? The Atlanta Convention & Visitors Bureau (ACVB) met that challenge head on with a social-first campaign. The destination marketing organization sought to reshape the city's brand identity through local ambassadors, influencers and targeted social content by leaning heavily into destination assets and content themes that align with the interests of its target audience, the "creative class".
FREE FOR CMMR MEMBERS
Tags: ad campaign, audience targeting, brand image, brand marketing, celebrity, creative, facebook, influencer marketing, instagram, rebranding, social media, travel, video
Craftsman Builds Success With Holiday Ugly Sweater Influencer Campaign The tool business landscape has been growing more and more competitive each year. With sellers like Amazon and Walmart crowding the market; Craftsman needed to come up with a strategy that put their products front-and-center with shoppers during the competitive holiday season. With a very limited budget, Craftsman leveraged influencers and social media...
FREE FOR CMMR MEMBERS
Tags: brand image, brand marketing, case study, facebook, holiday, influencer marketing, instagram, social media, social networks
Truman Reinvents Cleaning Solutions via a Hyper-Focused Customer D2C Do we really need another cleaning product? In an industry that's already over saturated, is their an opportunity for a new company to survive? That's the challenge Alex Reed faced when he and his co-founder, Jon Bostock, launched their D2C cleaning subscription service, Truman's, in February 2019. In such a cluttered market they needed to find their voice and that's exactly what they did.
FREE FOR CMMR MEMBERS
Tags: brand image, brand marketing, case study, cpg, customer experience, customer relations, customer service, d2c, influencer marketing, social media, social networks, start-ups, twitter
Dove Stays True to Brand with Photo Library Created By Women Having a quality product isn't always enough. Today's consumers are holding brands to a higher standard, and it's not enough to support a cause and then be done. Consumers are looking for consistency from their brands. Dove's #ShowUS campaign reflects that.
FREE FOR CMMR MEMBERS
Tags: awards, brand image, brand marketing, branded content, creative, health and beauty aids, magazines, media, native advertising, photography, print, social media, women
Beauty Brand e.l.f. Nabs Gen Zers with a TikTok Explosion Struggling to capture the attention-challenged Gen Z consumer? Be concise, engage and video, video, video. That's why e.l.f. cosmetics launched their first hashtag campaign on TikTok in a rebranding effort to reach the newly influential audience. The beauty brand wanted to connect with Gen Zers in a way that was platform native, so they did something that had never been done before.
FREE FOR CMMR MEMBERS
Tags: brand image, brand marketing, branded content, cpg, engagement, gen z, health and beauty aids, influencer marketing, marketingcpg, music, tiktok, trends, video, viral
Repositioning Opened Rimmel's Eyes To 'Street Beauty' Going through a U.S. repositioning, Rimmel discovered its highest-volume customers weren't Caucasian or blonde, but Hispanic or African American,
FREE FOR CMMR MEMBERS
Tags: african american, brand image, cpg, experiential marketing, health and beauty aids, hispanics, influencer marketing, loyalty, multicultural, retail, sampling, social media, strategy, women
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.
FREE FOR CMMR MEMBERS
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
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.
FREE FOR CMMR MEMBERS
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
A&W Tracks Cost Per Visit With Mobile Targeting "Once you've gone from thinking brand awareness is enough to really measuring foot traffic, you can't go back the other way," says Elizabeth Bazner.
FREE FOR CMMR MEMBERS
Tags: ad campaign, awareness, behavioral targeting, brand image, display, email, engagement, geotargeting, mobile, restaurants, retargeting, sales, social media, social networks, targeting
The Great American Showman: How KFC Reinvented Itself By Returning To Its Heritage To be relevant again, the brand had to get back to what it stood for when it was at its best. Col. Sanders was front and center, whether it was the bucket, the restaurant or the advertising.
FREE FOR CMMR MEMBERS
Tags: ad campaign, app store, applications, apps, awareness, books, brand image, celebrity, cpg, earned media, fast food, featured apps, millennials, mobile, restaurants, social media, television, twitter, virtual reality
It's Not Your Grandmother's Pine-Sol Clorox had to think about how to reframe its message about Pine-Sol, from functional to something more human-centric and purpose-driven. It started with a brand purpose: It champions the heart and hustle of "doers."
FREE FOR CMMR MEMBERS
Tags: ad campaign, brand image, branding, cpg, engagement, influencer marketing, millennials, multicultural, music, paid content, relevancy
Blue Shield Of California: Marketing & The Reluctant Healthcare Consumer Amid so much uncertainty, building confidence was going to be important. Kimball Wilkins' team created an internal brand line, "Never stop."
FREE FOR CMMR MEMBERS
Tags: ad campaign, awareness, brand image, branding, health care, hispanics, photography
Kraft Heinz Whips Up A Twitter Frenzy For Its Mayochup Sauce They followed up with a debate about the name, with nominees like "tomayo" and "fry sauce," and an interactive experience that designed containers with these different names.
FREE FOR CMMR MEMBERS
Tags: awards, awareness, brand image, cpg, crowd sourcing, display, earned media, engagement, food, interactive, omma, promotion, retail, retargeting, social media, twitter, uk
'The Wall Street Journal': A Data-Driven Customer-Focused Growth Story Current paywall models, said Dow Jones's Alex Halen, were a "one-size-fits-all approach, dictated by content. To be the world's foremost membership for the ambitious, we said everything we do has to be focused on the customer."
FREE FOR CMMR MEMBERS
Tags: brand image, cross-channel, customer experience, data, marketing funnel, media, media buying, newspapers, paid search, personalization, programmatic, publishing

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