How we build brands with proven relationship principles and ROI
BarnRaisers Case Studies
How a David beats Goliath
SITUATION: TortillaLand fresh, uncooked tortillas from Tyson Foods are different from pre-cooked tortillas that contain preservatives. Once consumers try TortillaLand, they swear by their superior fresh taste and say they’ll never go back to buying pre-cooked kind again. But the brand has low awareness and competes against a category mainstay, Mission. And getting the word out for a brand with a limited budget is a major challenge.
INSIGHT: Tortillaland’s advocates have such powerful convictions about the brand in social media; their advocacy can help persuade others to buy. So we put them to work.
SOLUTION: TortillaLand creates outreach by 1) Building blogger relations with bloggers who are writing to their audiences about the brand and 2) conducting social sweepstakes on Facebook to distribute coupons and create email lists and 3) encouraging reviews. The objective, in this one of our BarnRaisers Case Studies, is to create awareness and build brand relationships through “earned” media that rivals anything that could have been created through “paid” media.
RESULTS: In a flat category, sales increase +35% because they are taken from the category leader, Mission. Facebook “Likes” increase 7X. A 20,000+ person database is created for emails that show a 50% open rate. The database also serves as a brand community for market research and new product ideas with a significant ROI versus traditional methods like focus groups.
Johnson & Johnson
How a company capitalizes on the customer journey online
SITUATION: Johnson & Johnson Vision is the leader in LASIK surgery with iLASIK, often referred to as “blade-free LASIK.” It offers the traditional benefits of LASIK while improving both quality and accuracy. But, even with superior technology, there are other alternatives and the decision to pursue eye surgery is typically 12-18 months.
INSIGHT: 74% of consumers start their journey for health care with a search engine. And 80% say the experience a company provides is as important as its products and services. So we set out to create and manage the journey and to measure success and optimize.
SOLUTION: In this one of our BarnRaisers Case Studies, a Direct-to-Consumer (DTC) effort that includes Search Engine Optimization (SEO), Search Engine Marketing (SEM) or Paid Search and a Facebook community is executed for outreach. Then, a website experience that includes an educational blog, Frequently Asked Questions (FAQ’s), a Quiz to determine readiness for iLASIK surgery, and a Surgeon Locator is implemented. Tracking that measures the journey from initial awareness to a surgeon consultation is put in place. The customer journey that occurs online is executed, monitored, and with reporting every month.
RESULTS: Surgeries improve by 23%. The program is a success. As, important, success is guided by the Key Performance Indicators (KPIs) such as Clicks, Visits, Bounce Rates, Conversions, Cost Per Acquisition (CPA’s) and Consultations by surgeons that show where the company is winning and how to increase positive results even more.
LifeFlow Rapid Infuser
How a B2B marketer secures quality leads and customers
SITUATON: The LifeFlow Rapid Infuser is a life-saving, hand-held tool for rapid, controlled delivery of a fluid bolus in critically ill patients, particularly children suffering from sepsis, trauma, and shock. It is used in hospitals. The purchase of LifeFlow, manufactured by 410 Medical, is made by a B2B target at hospitals that range from emergency room clinicians to the hospital “C” suite. Although the potential economic benefit for hospitals over $1.5M in savings for every 500 patients treated, it is a significant purchase that requires awareness, education, demonstration, and, of course, a considerable expense.
INSIGHT: On the internet, keywords that describe needs the specialized nature of the product meets. And targeting by job titles on social networks, particularly LinkedIn and Facebook, provides the means for identifying and targeting the B2B buyer. So we help design a campaign that can bring out customers and turns them into buyers.
SOLUTION: A trial and demonstrated tactic, the LifeFlow Challenge, is created that provides education and training for hospitals. Leads at the hospital are identified by job titles on Facebook and LinkedIn and targeted with ads. An ad campaign runs for 3-months with the goal of securing quality leads that turn into 6 customers within 3 months ot their initial inquiry.
RESULTS: The campaign exceeds goals producing more leads and customers than expected and delivers a 7-to-1 ROI.
Proctor & Gamble
How to build a brand community
SITUATION: 12-13-year-old girls are the life long customers and most valuable consumer segment for P&G’s Always and Tampax brands. Although these girls talk about a lot with one another, one thing they generally don’t discuss is their menstrual cycle.
INSIGHT: Research reveals a host of “coming of age” topics are relevant to the target and shared interests are a hugely effective way to create an audience and build value in this BarnRaisers Case Studies.
SOLUTION: A brand community, beinggirl.com, is created to speak to all their shared interests and the rites of passage for 12-13-year-old girls, including their menstrual cycle, and P&G brands.
RESULTS: P&G generates a much larger audience, deeper levels of engagement, and a 4-to-1 return on investment versus traditional channels by reaching out to shared interests and then a discussion of their brands. The community initiative is now being expanded to 22 countries.
American Heart Association
How a non-profit makes mobile marketing a very profitable channel
SITUATION: American Heart Association is composed of 3 communities that collectively sponsor 1000+ events/year. The communities are 1) Power to End Stroke, 2) Go Red for Women and 3) Start! Extend Your Life. Their mission is to educate and empower; their business needs are to secure sign-ups and donations. Sign-ups at events occur through the manual process of paper and clipboards.
INSIGHT: Although AHA is and always will be driven by grass-roots events, there are video monitors at all of them that reinforce brand messaging to which a text message for donations from smartphones can be added
SOLUTION: The American Heart Association changes the context of connecting with consumers at events from paper and clip board to text messaging with strategically coordinated alerts to remind attendees of the shared interests and similar beliefs that is the reason they are all together.
RESULTS: A response rate 5-time industry norm is achieved within 10 minutes of announcements, in this one of our BarnRaisers Case Studies, and a seamless signup process occurs through mobile phones with no misreporting and time-consuming administration. The process from sign-ups to donations which used to take weeks or longer now occurs within 24 hours.