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 "audience targeting" (Show Featured Cases)

Follow the Data, Follow the Demo: The Power of Serving the Underserved

Despite two decades of online behavioral evidence, brands continue to leave money on the table by underserving the fastest growing demographic in the US. The Managing Director, Karla Fernandez Parker, at one of the most experienced multicultural agencies, Sensis, explains the scale and power of this untapped audience and how they and their client Chef Merito use data, targeted media and creativity to show the power of serving the underserved.
FREE FOR CMMR MEMBERS
Tags: agency, audience targeting, behavioral targeting, brands, buddy media, creative, data, demographics, media, multicultural
From Convenience to Celebratory Marketing The marketing of catering and event services within the new digital and delivery ecosystems offers brands unexpected challenges and opportunities. How do you allocate across convenience and celebratory segments, target the right new and old customers, and convert those third party acquisitions into first party loyalists? Trish shares lessons learned as she adds celebratory marketing to Earl's portfolio of casual brands via third party apps, a dedicated loyalty program, and beyond.
FREE FOR CMMR MEMBERS
Tags: acquisition, ad targeting, audience targeting, behavioral targeting, brand marketing, content marketing, customer experience, data, data-targeting, fast casual, fast food, loyalty, marketing, marketingqsr, media, media buying, mpbisqsr, qsr, restaurants
Targeting Value In Inflationary Times As inflation drove up costs and pricing, the Checkers brands felt it was leaving a core value-driven customer behind. Instead of overall discounting, the brand leveraged its CDP to identify and specifically message this segment with highly targeted discounts to motivate purchasing. Barry shares how they modeled this often elusive cash-based clientele and created tightly localized cross-channel media to drive bargains to the ones who needed them most.
FREE FOR CMMR MEMBERS
Tags: ad targeting, audience targeting, behavioral targeting, customer experience, customer service, fast casual, fast food, food, marketingqsr, media, media buying, mpbisqsr, qsr, restaurants
Huge Profit Expanding Beyond the Majority In the world of politics where profit doesn't come from financial gain, going beyond the plurality is the only way to ensure success. Edith Jorge-Tunon from the Republican State Leadership Committee helps analyze why reaching a plurality in corporate America can be considered profitable, but doesn't quite cut it in most political systems today.
FREE FOR CMMR MEMBERS
Tags: ad targeting, advanced tv, analytics, audience targeting, behavioral targeting, cable tv, connected tv, cross-device targeting, ctv, data management, data-targeting, demographics, geotargeting, mptvis, mptvvis, politics, retargeting, television & video, video
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
Enter the Retail Media Networks Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for marketing teams?
FREE FOR CMMR MEMBERS
Tags: ad targeting, audience measurement, audience targeting, brand marketing, cable tv, celebrity, connected tv, content marketing, cpg, cross-device measurement, cross-device targeting, ctv, d2c, data, data management, data-targeting, demographics, digital, digital content, digital marketing, dtc, experiential marketing, influencer marketing, marketing funnel, marketingcpg, media buying, media measurement, mediapostd2c, mpbisd2c, retail
Video as the Content Marketing Model for Multicultural For brands to effectively embrace a Multicultural world they need to accurately represent the Black, Latino and Queer communities on screen, in both programming and advertising. From racing shows to road trips and spoken word to fashion shows and journeys; hear how Lexus has successfully harnessed the power of video to allow diverse communities see themselves in vehicle storylines.
FREE FOR CMMR MEMBERS
Tags: advertiser-agency relationship, advertising, african american, audience targeting, automotive, behavioral targeting, consumer experience, customer experience, diversity, experiential marketing, multicultural, television & video, video
Innovating in E-Commerce: Beyond the Link As one of the world's leading brand licensors, Meredith has had commerce in its DNA for decades. Online, the company has learned from its innovations across every emerging e-comm opportunity. From shoppable video to inspiration-to-shopping cart deep integrations with retailers like Walmart, GM of Commerce Content Chloe Reznikov walks us through how these next-gen e-comm models bring publishers way beyond the affiliate link.
FREE FOR CMMR MEMBERS
Tags: audience targeting, brand marketing, content marketing, digital marketing, ecommerce, mppublish, online publishing, publishing, targeting
Email Deliverability: The Hero's Journey What do you do when faced with poor inbox placement rates and high spam rates in GMAIL? If you're Terminix, your email hero begins a deliverability journey. Segmenting the audience by engagement addressed the problem, but that led to decreasing list sizes. Tune in to hear how our hero juggled deliverability, customer acquisition and conversion goals.
FREE FOR CMMR MEMBERS
Tags: acquisition, audience targeting, email, engagement, segmentation, spam
Going Geo: Precision Targeting The Video Story Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.
FREE FOR CMMR MEMBERS
Tags: ad targeting, audience targeting, behavioral targeting, connected tv, cpc, cross-channel, cross-device targeting, ctv, geotargeting, health, health care, ott
From Influencers to Hashtag Campaigns: White Castle Deepens Engagement with CPG Shoppers Thanks to White Castle's QSR roots, social media has long been a significant part of their grocery division's marketing mix. CMO Lynn Blashford talks strategy, and how not only the channel, but the content, plays a crucial role in expanding audience reach to younger consumers. She also shares how embracing the fight against social injustice opened doors for the family-owned brand.
FREE FOR CMMR MEMBERS
Tags: audience targeting, branded content, content, content marketing, cpg, marketingcpg, marketingqsr, qsr, social media
Switching Gears: Lexus Broadens it's Image & Audience The importance of cultural connection points in advertising still holds true to build upon the equity in any established consumer relationship. Lexus 0to60 was created to illustrate how "performance" could create greater affinity within the Black consumer mindset for the Lexus brand.
FREE FOR CMMR MEMBERS
Tags: advanced tv, audience targeting, automotive, brand marketing, cable tv, cars, celebrity, connected tv, content marketing, digital marketing, product placement, promotion
Flipping the Funnel: Addressable TV and the Success of Audience Modeling and Targeting What would it mean to your media mix model if you bought people instead of channels? Building out your media campaign with smart data and custom modeling instead of working from the top down. Cadillac is doing just that with their current audience first approach.
FREE FOR CMMR MEMBERS
Tags: ad campaign, ad targeting, attribution, audience targeting, automotive, behavioral targeting, data-targeting, local media, media, media buying, media in crisis, media measurement, targeting
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
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
Salvation Army Donations Spike Upon New Email Strategy Travis McCan, email strategist for The Salvation Army account, says DEG learned how different audience segments engage with the brand. "We were able to see how much they gave, the frequency, and differences from other groups."
FREE FOR CMMR MEMBERS
Tags: audience targeting, awards, awareness, campaigns, charity, content, contest, data, data-targeting, email, engagement, events, personalization, sales, strategy
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
Jackson Hole Brings Mountain To Target Audience Via VR/AR It intentionally positioned the experience at the intersection of one of the busiest gates and the main corridor that leads to baggage claim so that a highly affluent audience of Super Bowl attendees could not miss it.
FREE FOR CMMR MEMBERS
Tags: affluent, audience targeting, awards, consumer experience, creative, experiential marketing, media, out-of-home, tourism, travel, virtual reality
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
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.
FREE FOR CMMR MEMBERS
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
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.
FREE FOR CMMR MEMBERS
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

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