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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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Automotive, Corporate/Image, FMCG, Insurance/Finance, Mobile, New Product/Service, New Zealand, Retail/Etail, Search, Social Media, Travel/Accomodation, Video
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Case study: 1,700% Search Engine Marketing Success SKYCITY Hotels
First Rate took over the search engine marketing programme for SKYCITY Hotels in late 2007 and has managed the Google Adwords account throughout 2008-2009.
Since taking over the programme, First Rate has been engaged in ongoing optimisation of the Adwords account. As a result, hotel bookings from Adwords increased by 1,747% with only a 107% increase in cost*.
Obviously sales volume is not the only metric of search engine marketing success. During the same period First Rate worked hard to reduce the cost of each hotel booking, decreasing the average cost per booking by 88.8%.
* Data: 3 months period Sept 2007-Nov 2007 compared to Sept 2009-Nov 2009
New Zealand, Search, Travel/Accomodation
Case study: Pinnacle Life SEO – Beating The Big Guys
Pinnacle Life became the world’s first life insurance company selling fully underwritten policies online in 2007 and since then has gone from strength to strength, proving that you don’t need to be a blue chip corporate to succeed in this competitive market. Search marketing is a significant part of their marketing plan and so, when they found themselves ranking 50th (and beyond) for Natural Search on Google, they turned to First Rate.
Insurance/Finance, New Zealand
Yahoo!NZ Case Study: BMW NZ Summer Sale 2011
Client: BMW
Target Audience: Luxury New Car Buyers
Agency: DraftFCB
Brief: Behavioural Targeting; Premium Channel Reach
Y!NZSolution: BT & Y!NZ Homepage
NZ Case Study: Method Studio’s & The Retail Institute
The Retail Institute are New Zealand’s industry training organisation for people working in retail and distribution. The Institute set standards, and develop qualifications and training material for employers and employees.
To help engage prospective retail employees and to support the Institute’s qualifications, the Institute approached Method about creating an interactive multimedia piece for the Customer Service Qualification (CSQ).
Stuff.co.nz: Rexona & Rugby Heaven - Sponsorship Effectiveness Study
Research Objectives: Provide Effectiveness metrics for Rexona’s sponsorship campaign on the All Black’s section of Rugbyheaven on Stuff.co.nz, specifically to measure impact on:
- Brand association in relation to sponsorship of the All Blacks
- Brand sentiment/ recommendation in comparison with other All Black sponsor brands and Rexona competitors
- Sponsored page/section recall on stuff.co.nz
- Advertising perceptions, message cut through, and relationship with content in sponsored All Blacks section.
International: Case Study - How Aveda Avoided a Social Promotion Backlash
Using Facebook to drive trial and 'likes'
Aveda manufactures and markets plant-based hair care, skin care, makeup and lifestyle products, and runs professional hair salons and spas as well as retail stores. The brand’s Smooth Infusion Sampling App ran on Facebook from December 17 through 22, 2010. The brand has conducted many sampling programs before, but this one marked its first foray into sampling through Facebook.
MSN case study: Rich content integration works magic for TVNZ/TV2 Shortland Street Summer Fling
BRIEF: Maintain Shortland Street awareness and talkability over the holiday hiatus
CLIENT: TVNZ
TARGET AUDIENCE: 18-39 year olds
PLATFORMS: MSN.co.nz
AGENCY: Starcom
Yahoo!New Zealand case study: Tourism Australia There’s Nothing Like Australia
Client: Tourism Australia
Target Audience: Sophisticated Travellers 25-54
Agency: Carat
Brief: Branding
Y!NZ Solution: Channel Takeovers & Featured Travel Experience
Yahoo!Xtra case study: Emirates Luxury Minisite An Award Winning Brand Experience
Client: Emirates
Target Audience: People interested in travel
Agency: Starcom
Brief: Increase brand awareness & perception
Y!XSolution: Custom Mini-Site
New Zealand, Travel/Accomodation
Case study Y!X: Telecom Making Tracks Minisite
The Campaign
- In 2010 Telecom were challenged to create content that was synonymous with their brand value “from here we can do anything”, specifically driving brand preference and enabling an experience through NZ music.
- The agency decided to make use of an existing brand ambassador and recently established music identity by associating with an interesting TV show concept “Making Tracks”. The show followed C4 presenter Nick Dwyer on a globetrotting journey of musical discovery, as he exchanged the sounds of New Zealand for the sounds of the world.
