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CASE STUDIES
Fortune 25 Pharmaceutical Company
Challenge
• Generate sales for prescription-strength heartburn relief product now available over-the-counter.
Solution
• Create and execute endorsement radio for over half of U.S. radio markets.
Results
• Sales response to unscripted endorsements was significantly superior to scripted endorsements. Source – AC Nielsen
• The unscripted endorsements were very positive in both the low BDI markets (+22.7%) and high BDI markets (+19.6%). Both changes were statistically significant.
• The product was the #4 nonfood CPG product launch of 2005 out of 1,700 new CPG products launched that year.
Southeastern QSR
Challenge
• Anemic same-store sales growth.
Solution
• Create and execute customer-centric endorsement radio and TV campaigns capturing actual customers’ passion for the brand.
• Integrate customer-centricity into all advertising.
Results
• Record same-store sales and QSR category-leading growth - 62 consecutive straight weeks ahead of the category growth average.
Consumer Products Manufacturer & Marketer
Challenge
• $14MM had been spent on television and print to promote a dish washing detergent’s line extension, with negative sales results.
• The brand stood for a dish detergent only in consumers’ minds, and they unconsciously bypassed the new product’s benefits - a common challenge with line extensions.
Solution
• Execute endorsement radio in 50% of the US radio markets.
Results
• Wal-Mart offered end-caps in every market where the endorsement radio program was executed.
• 113% sales increase during the campaign, and a sustained growth of 75% 12 weeks after the program ended.
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