Integrated Campaigns That Get Results A Cutting Edge Case Study

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

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Every category has influencers

• Scissors!

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Every category has influencers

• Fiskars Goals
• 200 members
• Increase online buzz by 10
• Increase website traffic

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Every category has influencers

• Fiskars Results
• 815 members in 45 states
• Increased online buzz by 341
• 130,000 website visitors from 40 countries

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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

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How did they do it?

• Influencers
• Created blog posts
• Hosted online chats
• Attended tradeshows
• Worked in-store promotions

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How did they do it?

• Supported by
• Custom microsites
• Direct mail to Fiskateers
• Offline multi-level marketing

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And it was a hit!
Blogosphere chatter
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And it was a hit!
Organic, paid and shopping engine top rankings
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And it was a hit!
Viral marketing about viral marketing!
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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

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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.

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Questions and comments?

• Stay tuned at OhioWebLeaders.com for more!