Case Studies

We've collected together a range of local and international case-studies covering a wide range of interactive advertising best practices.

We'll be adding more case-studies on a regular basis, so if you have a case-study you'd like to share with us please let us know and we'll publish it here. We're particularly interested in good local New Zealand and Australasian case-studies.

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Consumer Services, Corporate/Image, Mobile, New Product/Service, New Zealand, Promotions, Retail/Etail

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Email Marketing Awards Gallery 2010: Winning Campaign Details and Creative Samples

Here are the winning campaigns in MarketingSherpa’s fifth-annual Email Marketing Awards

Socialising Chuck

The local brand managers of iconic lollipop Chupa Chups wanted to enliven new brand character Chuck. He had to be relevant and accessible to online audiences. Getting there required the right tools for Gen-Yers to include Chuck in social circles and celebrate his essence – life less serious.

Corporate/Image, Promotions, Retail/Etail

Competition stokes digital fervour for Angels and Demons movie release

Some might describe movie pre-release marketing as formulaic, starting with the phrase popularly recognized for its gravelly delivery: “In a world ...”. But these days left field promotion, particularly online, plays a more crucial role.

Promotions

Online puts magic in Harry Potter launch

Movie trailers, by nature, are enticing. Placement within lifestyle sites and social networking facilitates sharing and chat. But the challenge, until recently, has been serving up rich content so that it consistently performs in a real-time non-bandwidth taxing fashion.

A three-week online campaign, the movie trailer proved irresistible. A supporting blog in MSN Entertainment FIX pointed readers to a "MuggleHub" mini-site, where they accessed downloads, skins, buttons, social networking tools and banners,generating additional buzz.

Promotions

Bookseller Whitcoulls ropes in MSN Homepage to drive foot traffic

Whitcoulls was aiming to make a big bang, using a single destination promotional unit to reach the largest possible audience and capture sustained attention. With digital success factors leaning towards engagement and interaction, agency DraftFCB used the Whitcoulls apostrophe to create a game of catch the butterfly (pairs of apostrophes animated as butterflies) within an MSN homepage take-over format.

The campaign generated 435,100 impressions and a click-through rate of 0.34% - exceeding industry standard CTR performance. At 90 seconds, average brand exposure was spectacular – a function of more people playing the game than not.

Retail/Etail

Case study: How Nestle used MySpace to launch Kit Kat Chunky

In September 2008, Nestlé took the plunge and for the first time launched a brand new product without using any traditional media. Instead, Nestlé and agencies JWT and RMG Connect in Sydney, opted to launch the new Kit Kat Chunky Cookies & Cream exclusively online.

New Product/Service

Case study: How MSN put Tahiti Tourisme on the map

To do its campaign justice, destination promoter Tahiti Tourisme required a sophisticated top layer to traditional media, text and email communication. Media agency Ixian used a mix of online advertising placements and MSN advertorial to paint the big picture and funnel online interest.

New Zealand

Case study: How MSN gingered up Recipe Finder launch with new advertising format

When MSN launched Recipe Finder, the definitive online cooking bible, it considered two broad approaches.

New Zealand

Case study: MOH turns to social networking with MSN to hook in at-risk youth

To reach out to the one in seven New Zealanders aged 14-24 experiencing serious depression, the Ministry of Health turned to social networking

New Zealand

Case study: how MSN helped Shortland Street attract record audiences

Taking the story online thickens Shortland Street plot over holiday hiatus

New Zealand

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Sunday, 14th March, 2010

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