An effective marketing campaign can turn an average product into a successful brand.
But it’s not easy to do.
Throughout the years, many products have tried and failed to become household brands. Without exception, this is due to poor marketing strategy.
Let’s get inspired together as we take a look at 7 marketing case studies that pushed brands from average to extraordinary.
1. Berries That Make You Feel Good: One of the Best Marketing Case Studies
While there is no hard and fast rule on how often to re-brand a product, most experts would agree that it should be done more often than every one hundred years.
That’s not the case for Driscoll’s Berries, however.
At the heart of the Driscoll’s re-branding was to create a sense of “pure joy” with every berry you eat. After all, doesn’t it bring you more happiness to eat a strawberry than a banana or apple?
Driscoll’s believes so. And based on the success of their re-branding campaign, so do their customers.
2. From 0 to 17,584 in One Day: How a Brand New Blog Went Viral
Is it possible to get 17,584 unique visitors to a new blog in one day without any Twitter followers, no connections, and no marketing budget?
I didn’t think so until I saw one of the most amazing marketing case studies I’ve ever seen.
Welcome to the Skyscraper Technique.
The Skyscraper Technique is the best way to turn an average blog into one that goes viral overnight.
If you’ve never heard of the Skyscraper Technique, it involves taking material that has already gone viral for somebody else and making it work for you.
Here’s what to do:
1. Find content that is relevant to your industry and has already gone viral.
2. Improve the content while making it specific to your business.
3. Promote, promote and then promote some more.
Sounds simple, doesn’t it? It actually is.
A man named Chris Gimmer used the Skyscraper Technique to drive over 17,000 visitors to his site in one day.
While working in the highly competitive business of website themes, Chris has stood out as a major player overnight.
The best part is, because of implementing this technique in one viral post, his site is averaging over 2,000 unique visitors a day. Prior to implementing this technique, it was getting about 50.
This is a way to create long-term and sustained traffic while also giving a quick boost.
3. How Oreo Conquered the Super Bowl
As I’m sure you’ve heard, a 30-second advertisement during the Super Bowl can cost you upwards of $4 million. That’s a steep price to pay for a limited amount of time.
Back in 2013, the Oreo brand figured out a different approach to gain the attention of the Super Bowl’s 108 million viewers.
In the middle of the game, the lights went out in the New Orleans Super Dome. The blackout lasted for about 30 minutes, and no action could take place.
Knowing that the droves of viewers would shift their attention from the game to their social media accounts, Oreo Tweeted out a simple image with the text “You Can Still Dunk in the Dark”.
This Tweet went viral within minutes and still has marketers talking about it to this day.
4. Location Data Used to Perfection
Utilizing location-based data in your marketing portfolio is a tricky but rewarding endeavor.
Marketing case studies involving location data are abundant. This one really stands out.
Let’s look at the high-end tequila maker Herradura.
Herradura partnered with Foursquare to help bring awareness to high-end alcohol drinkers on where their product was sold.
The results were surprising and profitable.
Before partnering with Foursquare, Herradura was not aware that their typical target customer also frequented such places as juice bars, organic farmer’s markets and local bookstores.
This information allowed them to properly target their drinker on social media and other platforms.
Learning where your target customer spends their time makes marketing to them more effective.
5. Social Media Hashtags and Polls that Drive Dollars
A lot of money is spent on television advertising that lasts 30 or 60 seconds. Xbox UK figured out how to get the most bang out of their advertising buck by incorporating a hashtag in their ads for the new game Halo 5: Guardian.
The hashtag “HUNTtheTRUTH” soon went viral and had gamers chomping at the bit for the release.
After promoting the hashtag to get it trending on Twitter, Xbox UK used strategic polls on their Twitter account to further engage users about the game’s characters and strategies.
When I make the investment in television advertising, I never forget to include a relevant hashtag in the advertising campaign.
Be creative with it and get the attention of your target market. It really works!
6. Snapchat for Marketing? Yes, Really!
Until Red Bull proved Snapchat can be taken seriously in early 2015, many people used to consider the social site a tool for teenagers to indulge in selfies and meaningless interaction.
Canadian snowboarder and X Games champion Mark McMorris was given full control over Red Bull’s Snapchat account. They wanted to give their followers an inside look at the life of an extreme sports superstar.
And it worked.
Red Bull is all about the extreme lifestyle. They market their product to active thrill-seekers.
Partnering with Mark McMorris on Snapchat was absolute genius.
Not only did it help Red Bull market directly to Mark’s very loyal base of fans, but it reached a crowd of new customers just because it was incredibly cool.
7. A Diamond Is Forever
How can you make your product a must-have for everybody? That’s a tough question.
But in 1999 the De Beers diamond company figured it out.
When they introduced the new slogan “A Diamond is Forever”, De Beers made diamond ownership a requirement for anybody planning on marriage.
Think about your product and how you can make is seem luxurious and necessary, no matter how inexpensive it is.
De Beers figured it out with expert precision. Who can even imagine proposing marriage without presenting a diamond ring?
Marketing case studies are fantastic tools I use to inspire me in my marketing efforts.
There’s always something new I can learn and apply.
Hopefully, these 7 marketing case studies have inspired you as well.
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