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Integrated Campaigns That Get Results A Cutting Edge Case Study

Explore how Fiskars transformed their marketing strategy with a ground-breaking integrated campaign, recruiting influencers to boost online presence. With a goal of increasing membership and website traffic, they achieved remarkable results, including an increase in online buzz by 341% and drawing 130,000 visitors from 40 countries. This case study illustrates the power of utilizing both traditional and digital channels to meet targets while engaging influencers in creative ways. Discover the keys to capturing consumer attention in today's cluttered marketing landscape.

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Integrated Campaigns That Get Results A Cutting Edge Case Study

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  1. Integrated Campaigns That Get ResultsA Cutting Edge Case Study Ohio Web Leaders May 19, 2008

  2. Every category has influencers Case study subject: • Not fast cars • Not beautiful actresses • Not trendy technology • Not boy wizards • Not rock bands • Not even Barack Obama

  3. Every category has influencers Scissors!

  4. Every category has influencers Fiskars’ Goals • 200 members • Increase online buzz by 10% • Increase website traffic

  5. Every category has influencers Fiskars’ Results • 815 members in 45 states • Increased online buzz by 341% • 130,000 website visitors from 40 countries

  6. How did they do it? • Recruit four influencers through traditional and online channels • Provide onsite training for influencers • Allow face-to-face time with product development

  7. How did they do it? Influencers: • Created blog posts • Hosted online chats • Attended tradeshows • Worked in-store promotions

  8. How did they do it? Supported by: • Custom microsites • Direct mail to Fiskateers • Offline multi-level marketing

  9. And it was a hit! Blogosphere chatter

  10. And it was a hit! Organic, paid and shopping engine top rankings

  11. And it was a hit! Viral marketing about viral marketing!

  12. The lesson? • In the new marketing world, success is about cutting through the clutter with an integrated approach, to reach: • the right consumer • with the right message • in the right medium • at the right time

  13. The lesson? • Typical marketing yields typical results? • Since 1994, AmEx's TV ad spending feel from 80% of its total advertising budget to 35%. • 78% of the top marketers feel the potency of their television advertising has declined • Advertising executives are shifting their ad budgets away from traditional channels because of the changing media habits of consumers.

  14. Questions and comments? • Stay tuned at OhioWebLeaders.com for more!

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