Tuesday, May 1, 2012

Shopper Media Case Studies -- Interview with Ted Rubin, Collective Bias

Ted Rubin is back on 10MinuteStrategy with case studies from Collective Bias engagements with 3 great consumer brands: Glidden Paints, Nestle Ice Cream Brands (Dreyer’s, Edy’s and Drumstick ), and Elmers Glue.  In each of these cases, Collective Bias went to their blogger community with an idea of what the client was trying to achieve and then built the details of the program strategy based on that feedback. A select set of Collective Bias bloggers were paid to participate in each of these activities – I hope they were paid well because these results are outstanding!

Glidden – Promoted use of small $1 “tester” cans to figure out what color to paint a room.  Program resulted in 15M in impressions, 67% increase in awareness and the Glidden’s first  $1M weekend at WalMart across the US.

Nestle  -- The Walmart Ice Cream Social (self explanatory, right?) resulted in 32M impressions and achieved 37% Sustained Sales Lift.

Elmers Glue – Community created a DIY concept called Glue and Glitter – now the 2nd largest driver of creativity to the Elmers Web property.  They have created tremendous energy, activity, awareness and sales for Elmers and they have posted some amazing activity on Pinterest.

Soon after Pinterest launched, the Collective Bias bloggers discovered how great Pinterest is to tell a story visually and it became part of many of their programs.  According to Ted,  Pinterest is powerful place for visual interaction --  “Facebook without the whining” -- and is a great place to show things you love and drive traffic.  I agree with Ted that Pinterest is a powerful platform for visual sharing that allows marketers and bloggers to continually manage what people see.  And while Pinterest is highly complementary to Facebook and other social networking sites, it does not really promote relationship creation and management.  View Pinterest as another powerful, visual tool in the social marketing quiver.

Peter Propp is a strategy and marketing consultant based in Westport, CT.   He helps a wide variety of startups and established companies address growth opportunities with marketing and business development approaches.  He has interviewed dozens of business leaders on his video blog, 10MinuteStrategy, and is the co-founder of the FairCo TEEM Meetup Group, which is focused on providing a platform for shared learning by and for the many business leaders who reside in the greater New York region.  Peter can be reached at ppropp <at> shore.com.

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