Case Study Directory, by Business Goal: Social Media

Always 'Saudi Womens Online March'

2023/09/22 0

Always wanted to empower Saudi women by giving them a voice. On April 15, Always launched the first ever online march, #MoveForTomorrow, in a country where public demonstrations are banned. Results: 100,000 new Facebook fans; 5,500+ new Instagram followers; 4.6 million social media impressions.

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.

Aqua Carpatica 'Purity Test'

2023/09/22 0

Aqua Carpatica created a water purity test so that Romanians could self-test water quality for nitrates. Results publicly disclosed water quality problems.

Bank of America #Connect4Red

2023/09/22 0

“You Engage. We’ll Give”: For each free download of the U2 song ‘Invisible’, Bank of America donated $1 to (RED) to fund life-saving AIDS medication for pregnant mothers.

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.

Burger King 'Proud Whopper'

2023/09/22 0

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.

CVS Health 'The Last Pack'

2023/09/22 0

CVS Health was the first national pharmacy chain to stop selling cigarettes, replacing them with ‘The Last Pack’: a step-by-step guide to quit smoking.

Dawn Saves Wildlife

2023/09/22 0

Dawn Dish Soap is a premium price product, so P&G uses ‘Save Wildlife’ cause marketing to demonstrate Dawn’s product benefits: effective on oil grease yet gentle on hands (and bird feathers).

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