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Maria Loida Case Studies 360i

Maria Loida Case Studies 360i

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Maria Loida Case Studies 360i

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  1. Maria Loida Writing Sample Case Studies 11.18.13

  2. Washington’s Lottery Media Results Over Time

  3. SITUATION Washington’s Lottery battles neutrality. Outside of ritualistic players, Washingtonians don’t feel negatively or positively about playing Washington’s Lottery games or interacting with the brand. With the odds of winning low, people assume they will lose and weren’t finding the fun in trying. Washington’s Lottery wanted to break the indifference and reach a demographic that is “in it to win it,” not just about Lottery, but about life.

  4. TASK • Going to the store, buying a ticket, choosing numbers, and/or scratching a ticket is just a means to the moments spent imagining what you would do if you won. That’s where the fun lies. • Strategy: Position Washington’s Lottery as the brand that helps you see the win and imagine how your life could change because of it. • Measuring Success: • Placements • Media Impressions • Media Value • Perception change

  5. ACTION People win with Washington’s Lottery everyday. They don’t win millions, but they do win WA state and Scratch games several times per week. We decided to begin highlighting more winners, even if they won smaller prizes.We shifted the tone of the winner pitches, humanizing the winner and using their win as an opportunity to talk about other wins in their area. Additionally, we shared these stories on channels where Washingtonians that are “in it to win it” are listening, like Facebook, Twitter, and online media outlets. There were other opportunities to join the Lottery conversation, including when multi-state games like Powerball and Mega Millions jackpots reached several million dollars. We took the opportunity to help Washingtonians imagine what theycould do with the advertised jackpot. Writing Samples Winner Pitch Example 1 High Jackpot Example 1 High Jackpot Example 2 Winner Pitch Example 2 Winner Pitch Example 3

  6. RESULTS • Averaging 740 placements, 47,875,008 impressions and $1,157205.01 media value per quarter in local, state-wide and national outlets • Research results from July 2013 showed that neutrality perception is shifting towards positivity Quarterly Reporting Numbers

  7. Chateau Ste. MichelleDigital Blogger Program

  8. SITUATION Chateau Ste. Michellecreated a Facebook application to encourage users to share their“My Chateau” – the place they became themselves again. Users’ entries were meant to inform event activations in two of Chateau Ste. Michelle’s growth markets, Cincinnati and Boston. With initial low engagement numbers on the Facebook app and pre-determined paid-media, our challenge was to organically drive “My Chateau” submissions, RSVPs to the event, and create buzz on social media, specifically with #MyChateau, since they were using it to measure the campaign. We had approximately two weeks before the first event and no budget.

  9. TASK • Chateau Ste. Michelle is a shelf-name in general grocery stores in both markets. • Strategy: Create a way for Cincinnatians and Bostonians to experience Chateau Ste. Michelle before the main event, leaving those that it touched yearning for more and willing to take action. • Measuring Success: • RSVPs to events • Media Placements • #MyChateau • Facebook App “My Chateau” submissions

  10. ACTION People take action, especially when trying a new brand, when they trust others that are taking action. We decided to engage with influencers in each market that are already talking about food, wine, and the city’s culture who we believed could inspire their readers to take action. A presence on social media was required. We created a blogger program that allowed us to partner with our lead blogger in each market to hold a contest to give away VIP tickets to their readers. The contest encouraged readers to engage with the Facebook app, and submit an entry to the contest with #MyChateau. The bloggers’ out reach also encouraged readers to RSVP to the event. We also offered VIP tickets to additional bloggers for writing blog posts about the occasion and live tweet from the event. Writing Samples Outreach Pitch Example 1 Outreach Pitch Example 2

  11. RESULTS • Both events sold out/full house (Cincinnati: 150 max. capacity; Boston: 300 max. capacity) • Nearly 75,000 earned impressions • Partner bloggers posted pre- and post-event blog posts • Nearly 179,000 impressions with#MyChateau (earned and organic) • 400+“My Chateau” Facebook app submissions Cincinnati Partner Pre-Event Blog Post Post-Event Blog Post Boston Partner Pre-Event Blog Post Post-Event Blog Post

  12. Thank You!

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