Prepare - 70 years of research suggested a shift in purchase dynamics. The team invested about 6 months of planning for a 6 month campaign. Targeted female shoppers. Used “an integrated approach”.
Launch - Multi-channel roll-out with a workflow and clear guidelines with principles for real-time engagement resulted in “controlled chaos”. They aligned their message to the medium.
Assess - Market position grew to #1. Gained 90% share of voice vs competitors. Traffic up 300%. Searches up 2,500%. Sales up 107%.
Nurture - Quick response videos part of the plan. Had a dedicated "seeding strategy" for fans and followers. Worked to create deeper relationships with consumers.
http://bit.ly/c3MCVT
http://bit.ly/dvd59Q
Harry Reid's Re-election
Prepare - Planning started 5 years early in
2005 Reid realized that his leadership role would drive his negatives up and started preparing by researching and reducing GOP competition. He gave potential competitors important political assignments to keep them from running against him and targeted Latinos as an important voting block.
Launch - Reid focused $20M to define his opponent early, kept efforts local and focused on hammering home the same points over and over and over again.
Assess - Took and trusted his own polling which never showed him as being behind and he didn’t panic when the public polling DID show him trailing.
Nurture - created an iphone app for the "base" to
donate to the campaign and stay up to speed. Most importantly, Harry Reid started building his GOTV operation 5 years before needing it.
http://bit.ly/dyj4py
http://bit.ly/9fI1Jj
http://bit.ly/dztyp6
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