Kellogg’s Frosted Flakes wanted to connect with Hispanic moms with topics that they knew this demographic cared about, such as fun family activities and ways for parents and children to stay active together. The brand decided to use content to build this story, and needed a way to showcase interesting articles directly in display ads. The key was to have customers engage at the point of interest without navigating to another browser page.

CHALLENGE: To extend the reach of content marketing, deepen relationships with Hispanic moms, and build brand associations between Frosted Flakes and core family values.

SOLUTION: Create relevant content in both English and Spanish on topics that matter to moms, and feature full articles directly in ads.

RESULT: An astounding 7x increase in the consumption of branded content compared to owned media alone, and an impressive 10% engagement rate.

Consumer products leader, Procter & Gamble, had chosen to promote and underwrite the costs for a charitable event, Swim for Relief, benefiting victims of Hurricane Sandy. The multi-day event in New York City, featuring long-distance swimming legend Diana Nyad, sought to maximize its exposure and donations to AmeriCares, the humanitarian aid organization providing ongoing relief to those still suffering from the prior year’s disaster. The event team partnered with Starcom MediaVest Group’s local activation group to develop a multi-screen digital advertising campaign to run during the event and the run-up to it.

SOLUTION AT A GLANCE

CHALLENGE: To plan, develop and launch a display and mobile campaign to encourage event spectatorship and charitable donations within two weeks.

SOLUTION: Leverage the Flite Platform’s ability to dissociate several campaign development processes to run in parallel in order to meet the campaign’s aggressive deadline.

RESULTS: The campaign kicked off on time, contributing over $110,000 to disaster relief efforts. The ads enjoyed impressive interaction rates, time on unit, and clickthrough rates.

Kraft launched the "Let's Get Zesty" integrated campaign to reinvigorate its Zesty Italian Salad Dressing. The brand used the Flite Platform to curate content in display ads, and respond quickly to real-time news and events that consumers might be interested in even after the campaign had gone live. The combination of entertaining and timely content proved to be a win — Kraft saw double-digit interaction rates and drove increased sales volume in stores.

SOLUTION AT A GLANCE

CHALLENGE: To make Kraft Dressing relevant to women again, to drive engagement with fresh content, and to strengthen the association between Kraft’s Zesty Italian and current women’s lifestyle topics.

SOLUTION: Create relevance with real-time content and dynamic advertising distribution surrounding topical and entertaining editorial in ads.

RESULT: The content-driven ads performed 4-6x better than rich media benchmarks with a 12.6% interaction rate versus 2.2%.*

Corn Nuts wanted to amplify their strategic brand partnership with the Ultimate Fighting Championship (UFC) via a display advertising campaign centered around an upcoming fight. The team decided to offer different content before, during, and after the event. With interesting content and functionality — including fighter biographies, fitness tips, and in-ad tweeting — Corn Nuts deepened their connection with customers and drove an incredible 6x interaction rate.  

SOLUTION AT A GLANCE

CHALLENGE: To showcase fresh, relevant content to drive customer engagement before, during, and after an event (a major UFC fight).

SOLUTION: Create ad units with interactive functionality and up-to-date content for a campaign targeting a customer segment (the Latino market).

RESULT: Incredible interaction rate of 22.9% — 6x the industry average of 3.6% — and insights into customer behavior to apply to future campaigns.

Video is a powerful medium with which to engage customers; videos that are fresh perform even better. In this case study, Shell created behind-the-scenes videos about students competing to build energy-efficient vehicles in the world-famous Shell Eco-marathon Americas event. Shell drove exceptional ROI by using Flite to stream fresh video content into existing ad placements daily. This case study covers best practices and insights into how to offer a richer brand experience throughout the course of an event-driven campaign. 

SOLUTION AT A GLANCE

CHALLENGE: To amplify brand engagement of the Shell Eco-marathon Americas event through display advertising.

SOLUTION: Stream behind-the-scenes video footage into display ads, and update the interactive content each day to reflect event highlights.

RESULT: Exceeded expectations with 3x CTR, 4x average video play time, and +35% interaction rate vs. industry average.