Case Study Directory, by Business Goal: Customer Affinity

American Greetings #ThankList

2023/09/22 0

This Product-Cause Fit case study shows how American Greetings (the world’s largest greeting card producer) launched its #ThankList campaign to promote expressing gratitude.

Becel 'Love Letters'

2023/09/22 0

Becel sought to reduce heart disease (and promote Becel margarine) via an emotional message that mothers wouldn’t tune out. Becel appealed to moms with ‘love letters’ from their own children.

Boost Mobile 'Boost Your Voice'

2023/09/22 0

Boost Mobile turned its stores into polling places to make voting more accessible in otherwise under-served (low income and minority) communities.

The Proud Whopper was sold at a single San Francisco Burger King restaurant, to coincide with the city’s Gay Pride Parade. The Proud Whopper generated: over one billion media impressions (worth $21 million of earned media), 7 million video views, 450,000 blog mentions, and became the number one trending topic on Facebook and Twitter.

Canadian Tire #ShovelItForward

2023/09/22 0

Rather than compete on price, Canadian Tire used #ShovelItForward cause marketing to create store preference for low-involvement winter products (e.g., snow shovels, ice scrapers) which otherwise have low emotional resonance. In so doing, Canadian Tire positioned itself as “Canada’s Winter Store.”

Coca-Cola 'America is Beautiful'

2023/09/22 0

It’s Beautiful — Coca-Cola’s 2014 Super Bowl commercial featuring a culturally and linguistically diverse America — was coordinated with social media outreach to 87 million people. The commercial was the #1 trending topic on Facebook during the Super Bowl and for the 2 days after.