A single, video ad exposure of a persuasive ad was verified to be enough to drive a statistically measurable impact in sales. I was awarded an "Innovation Award" by Frito-Lay for this work which was then incorporated into PepsiCo media planning models
PepsiCo's Frito Lay division was seeking to better understand the importance of Reach vs. Frequency in driving consumer purchase behavior so as to adjust and optimize media plans.
PepsiCo was my client at the firm Knowledge Networks (KN). KN had a unique set of assets that were at my disposal to help answer these key media planning questions including: (a) database of active frequent shopper data collected via loyalty cards with associated consumer emails and (b) a national panel of consumers who were web-enabled with Microsoft Web TV systems. I designed a system whereby we created and delivered a single, "incidental exposure" to Dorito's advertising and then measured the resulting sales impact among a matched sample of test/control buying groups. Key was that the ad which was used was known to be persuasive based on prior testing.
A single, video ad exposure of a persuasive ad was verified to be enough to drive a statistically measurable impact in sales. I was awarded an "Innovation Award" by Frito-Lay for this work which was then incorporated into PepsiCo media planning models
Branding,Marketing Strategy,Branding,CRO
Food & Drink
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AEJuice operates in the unique space of video-editing. As a result, most of their consumers have a common passtime and passion -- creating. AEJuice is an established platform that puts a lot of effort in educating and spreading editing knowledge, but many consumers weren’t aware of these additional ways to connect.
As head of PPC my goal was to bring qualified buyers to the company. Powtoon offers a Saas that allows people to create videos. It's a freemium model, where people can sign up for a free trial, so they can test the platform and after 3 days trial decide if they want to purchase one of the available plans.
My goal was to bring people that will purchase the yearly pro plus plan, as this is the most profitable for the company in the long run.
The challenges were to target people who actually need the product and not people who occasionally use it.
The best users are Freelancers, graphic designers who want to add video to their arsenal and don't want to learn complex software like Adobe Premiere, etc.
Good target market is also companies that want to use video to simplify their messaging.
On any given day, I am to keep a team of more than 10 people from different countries, cultures and languages on-brand to deliver the message and the image that the company wishes to keep. The biggest challenge is keeping the brand message delivered in a consistent manner while ensuring that each different region feels addressed to directly, in a frank and sincere brand voice.
In the realm of timeless baby clothing, Feltman Brothers, with a rich history spanning a century, faced challenges in navigating the nuances of modern marketing, particularly in email campaigns. This case study delves into how Feltman Brothers overcame their marketing hurdles through a transformative partnership with Mayple.