how to create a great case study
DESCRIPTION
Industry awards are an important part of marketing and recognition for any company. When it comes to marketing and advertising awards, the competition is aways stuff. We created this presentation to walk you through our process of selecting campaigns and building engaging story-based awards entries around them. This process has helped Room 214 win a American Marketers Association Grand Peak Award as well as a Word of Mouth Marketing Association WOMMY award.TRANSCRIPT
WHAT DOES ROOM 214 DO?
Research
Social Media
Traffic Generation
Creative & Productions
Development
Training
RESEARCH• Business Intelligence• Social Listening• Consumer Insights• Competitive Analysis• Brand Innovation
TRAINING• Video Tutorials• Training Materials• Platform Expertise• Community Management• SEO Fundamentals• Key Performance Indicators
SOCIAL MEDIA• Planning & Strategy• Content Development• Community Management• Campaign Creation• Measurement & Reporting
TRAFFIC GENERATION• Search Engine Optimization• Digital Advertising • Email Marketing • E-commerce Optimization
CREATIVE & PRODUCTIONS• User Experience • Graphic Design• Website & Blog Design• Video Production• Graphics & Animation• Infographics
DEVELOPMENT• Custom Facebook Apps• Mobile, Web & Blog Dev• Responsive Design• Campaign Microsites• API Integration • 3rd Party SaaS Services• Hosting & Maintenance
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HOW TO CREATE A GREAT CASE STUDY
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OUTLINECHOOSE YOUR BEST CAMPAIGN
TELL THE STORY OF YOUR SUCCESSUDI’S GLUTEN FREE CASE STUDY
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CHOOSE YOUR BEST CAMPAIGN
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1. BUSINESS IMPACT
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1. BUSINESS IMPACT DID IT DELIVER ON GOALS?CAN YOU PROVE THAT?
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2. EMOTIONAL IMPACT
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2. EMOTIONAL IMPACT CONNECTED WITH THE AUDIENCE. INSPIRED AN ACTION.
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3. STRONG BRAND STORY
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3. STRONG BRAND STORYCAMPAIGN EMBODIED THE BRAND CHARACTER, TONE AND VALUES.
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TELL THE STORY OF YOUR SUCCESS
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THE KEY ELEMENTS TO A GOOD STORY
CHARACTER(BRAND)
AMBITION(GOALS)
CONFLICT(CHALLENGE/SOLUTION)
RESOLUTION(RESULTS)
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1. BUILD CHARACTER: TELL THE BRAND STORY
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1. BUILD CHARACTER: TELL THE BRAND STORY
WHAT DOES THE BRAND CARE ABOUT? CREATE PERSONALITY BASED ON HISTORY.
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2. AMBITION:DEFINE THE PROBLEM
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2. AMBITION: DEFINE THE PROBLEM
WHAT BUSINESS CHALLENGES DID THE CAMPAIGN AIM TO SOLVE? AM I ROOTING FOR YOU?
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3. CONFLICT:SLAY THE MONSTER
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3. CONFLICT: SLAY THE MONSTER
HOW DID THIS BRAND USE THIS CAMPAIGN TO TACKLE THIS PROBLEM?
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4. RESOLUTION:HAPPILY EVER AFTER
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4. RESOLUTION:HAPPILY EVER AFTER
TIE RESULTS DIRECTLY BACK TO YOUR GOALS. DID YOU STAY TRUE TO BRAND? WHAT DID YOU LEARN?
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7 BASIC STORY TYPES
OVERCOMING THE MONSTER TO SUCCEED YOU MUST FIGHT SOMETHING POWERFUL DAVID & GOLIATH / NIKE
THE QUEST YOU MUST PUT YOURSELF IN DANGER TO FIND TRUTH LORD OF THE RINGS / RED BULL
VOYAGE AND RETURN LIFE TAKES US TO MAGICAL PLACES, BUT THEY ARE RULED BY FALSE GODS WIZARD OF OZ / DOVE
REBIRTH EVEN IF YOU LOSE EVERYTHING, IT IS NOT ALWAYS THE END IT’S A WONDERFUL LIFE / PRUDENTIAL
RAG TO RICHES BE TRUE TO YOURSELF AND YOU WILL BE REWARDED WILLY WONKA / CHRYSLER
TRAGEDY THERE ARE CONSEQUENCES FOR EGO ROMEO AND JULIET / PSA ADS
COMEDY EVEN COMPLICATED SITUATIONS WORK OUT IN THE END OLD SCHOOL / OLD SPICE
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UDI’S JOY MISSION
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BRAND STORYUDI’S IS DEDICATED TO UNITING THE GLUTEN FREE COMMUNITY BY PROVIDING A FORUM TO SHARE THEIR EXPERIENCES AND THE JOY OF GLUTEN FREE LIVING
UDI’S BIGGEST AND MOST PASSIONATE FANS DRIVE THE MAJORITY OF NEW PRODUCT
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BACKGROUNDGLUTEN FREE IS A $5.5 BILLION MARKET WITH MORE THAN 50 MILLION PEOPLE
THE MARKET IS EXPECTED TO DOUBLE WITHIN THE NEXT FEW YEARS
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BACKGROUNDUDI’S IS THE MARKET LEADER IN THE GLUTEN FREE BAKED GOODS CATEGORY WITH A 48% SHARE
EXPLOSIVE CATEGORY GROWTH, BUT ONLY A 21% TRIAL RATE AMONG GLUTEN FREE CONSUMERS
OPPORTUNITY TO DRIVE NEW CONSUMER TRIALS BY ENGAGING OUR ADVOCATES
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CAMPAIGN GOALS(A) INCREASE WORD OF MOUTH EXPOSURE (I.E. AWARENESS) FOR UDI’S GLUTEN FREE
(B) INCREASE TRIALS OF UDI’S GLUTEN FREE PRODUCTS AMONG NEW CONSUMERS
(C) GROW THE UDI’S GLUTEN FREE EMAIL DATABASE TO SUPPORT FUTURE MARKETING
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HOW DID WE DO IT?JOY MISSION FACEBOOK APPLICATION:1. LIKE THE PAGE, DONATE A MEAL2. SEND REAL UDI’S GIFT BUNDLES TO YOUR FRIENDS FOR FREE
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RESULTSAWARENESS: 76,000 GIFTS SENT BY UDI’S EXISTING FANS IN JUST THREE WEEKS
PRODUCT TRIALS: 30% OF ALL GIFTS SENT WERE REDEEMED. A TOTAL OF 25,000 PRODUCT TRIAL OPPORTUNITIES CREATED
EMAIL ACQUISITION: 14,000+ NEW PEOPLE WERE ADDED TO THE UDI’S EMAIL DATABASE
SPREADING JOY: 40,000 MEALS DONATED TO LOCAL FOOD BANKS
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