Case Studies
We’re proud of the many ways we’ve helped major brands engage in authentic, compelling conversations. Here are some samples:
Cake Off for a Cause
Electrolux
Goal
Leverage influential bloggers and passionate food-lovers to raise awareness for the Electrolux cause, the Ovarian Cancer Research Fund.
Solution
FM designed a program to engage our food blogging community and foster education and awareness of the OCRF. 14 bloggers participated in the live “Cake-Off for a Cause” event in NYC. Numerous blogger posts, photos and a live tweetup with Foodbuzz and TLC’s Cake Boss fostered discussion around the cause.
Success
- Electrolux raised over $25,000 for the Ovarian Cancer Research Fund
- 14 bloggers contributed over 245 posts and 506 photos — garnering nearly 2,000 comments
- 120 participants contributed 219 tweets, with a reach of 51,465 for the live tweetup
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Riserva
Buitoni
Goal
Keep Buitoni top-of-mind for all dining occasions — from quick dinner ideas for the kids to special meals with friends and family.
Solution
FM activated bloggers to interact with Buitoni via the “Discover Our Italian Masterpieces” giveaway for the chance to win a grand prize furnished by Buitoni. Selected blogger posts and photos were seamlessly integrated into a 3 month Flavor of the Month sponsorship.
Success
- 350+ bloggers opted-in to host a dinner party using Buitoni products
- 47.6% increase in purchase intent
- 38.8% increase in product awareness
- 85 tweetup participants tweeted 440 times for a total reach of over 190,000 people
- Nearly 500 blogger posts referenced Buitoni during the campaign period
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Wear the Pants
Dockers
Goal
Generate awareness of Dockers “Wear the Pants” project while inspiring men to pursue their ultimate goals in life.
Solution
4 FM publishers with a strong male following – Uncrate, The Art of Manliness, The Awl, and Boing Boing – wrote articles with the theme of men crafting their own legacies in life. The 12 articles were distributed in a Conversationalist ad unit and a Social Frame across FM men’s lifestyle properties along with standard IAB media.
Success
Generate awareness of Dockers “Wear the Pants” project while inspiring men to pursue their ultimate goals in life.
Solution
4 FM publishers with a strong male following – Uncrate, The Art of Manliness, The Awl, and Boing Boing – wrote articles with the theme of men crafting their own legacies in life. The 12 articles were distributed in a Conversationalist ad unit and a Social Frame across FM men’s lifestyle properties along with standard IAB media.
Success
- The content series resulted in over 3.2MM pageviews and over 10K clicks to Dockers
- Interaction rate was above 2% for conversationalist units
- Boing Boing’s Legacy-Makers Series was shared via Facebook over 750 times
- Average time was spent interacting with the branded social frame was over 1.5 minutes
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My Life Scoop
Intel
Goal
Create a platform that makes Intel’s technology a more tangible part of people’s daily lives.
Solution
FM developed MyLifeScoop.com, leveraging social media and blogging experts to deeply engage consumers with content by allowing them to comment, share, engage them through events, video, and social media extensions. MyLifeScoop.com aggregates featured stories from A-list bloggers; practical tech tips and tricks; Top 10 lists with advice, conversations and how-to's; and featured blogs of the week from around the web.
Success
Create a platform that makes Intel’s technology a more tangible part of people’s daily lives.
Solution
FM developed MyLifeScoop.com, leveraging social media and blogging experts to deeply engage consumers with content by allowing them to comment, share, engage them through events, video, and social media extensions. MyLifeScoop.com aggregates featured stories from A-list bloggers; practical tech tips and tricks; Top 10 lists with advice, conversations and how-to's; and featured blogs of the week from around the web.
Success
- Unique visitors — 881% YoY growth
- Pageviews — 151% YoY growth
- 48k+ Facebook page likes
- 26k+ Twitter followers — 1,706% YoY growth
- Video section — 629% YoY growth
- Total comments — 792% YoY growth
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Project Food Blog
Buick Lacrosse
Goal
Leverage the influential FM community of food bloggers to create a never-done-before sponsored competition that drives buzz and renewed excitement for the Buick Lacrosse.
Solution
FM developed the first-ever interactive competition in which thousands of bloggers competed in a series of challenges for the chance to win $10,000 and be featured on Foodbuzz.com. As exclusive sponsor, Buick benefited from an immersive brand experience, including custom video content, co-branded widgets & ad units, display advertising, dedicated emails, section sponsorship, social media buzz and press coverage.
Success
Solution
FM developed the first-ever interactive competition in which thousands of bloggers competed in a series of challenges for the chance to win $10,000 and be featured on Foodbuzz.com. As exclusive sponsor, Buick benefited from an immersive brand experience, including custom video content, co-branded widgets & ad units, display advertising, dedicated emails, section sponsorship, social media buzz and press coverage.
Success
- Foodbuzz successfully transformed the perception of the Buick brand among consumers, creating a groundswell of engagement and organic conversation
- 600+ contest participants
- 200k+ votes
- 18k+ tweets
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Tax & Money Saving Tips
Intuit TurboTax
Goal
Grow the tax software category by building user engagement and strong preference for Intuit’s TurboTax brand.
Solution
FM developed a custom content series on “Tax & Money Saving Tips” to provide value for users and create premium brand exposure. Conversationalist ad units syndicated the series across premium FM sites. A Social Frame encouraged reader exploration of the series. FM tapped CrowdScience to run a brand study evaluating the campaign’s effective brand lift
Success
Solution
FM developed a custom content series on “Tax & Money Saving Tips” to provide value for users and create premium brand exposure. Conversationalist ad units syndicated the series across premium FM sites. A Social Frame encouraged reader exploration of the series. FM tapped CrowdScience to run a brand study evaluating the campaign’s effective brand lift
Success
- Content Series media roadblocks out-performed industry standards by 3.5x
- The Social Frame utility encouraged readers to go deeper – exploring on average 2 more articles from the series
- Consumers in the $100k+ income bracket were over 20% more likely to purchase Turbo Tax after being exposed to the Conversationalist unit
- 10% of readers said they would use a tax program next year as a result of the campaign
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dooce® Sponsorship
Verizon
Goal
Drive awareness of Verizon's new brand positioning: "Rule the Air"
Solution
Verizon sponsored the dooce® office remodel to allow Heather Armstrong the ability to amplify herself and her voice. The sponsorship included a mix of custom video and content posts about how the new office space represented the next step for the Armstrongs, allowing them to compete on a bigger stage while also continuing to erase the work and life barriers in their lives. Verizon also received branding on dooce’s® consumer electronics community where Heather posed sponsored questions related to the transformation.
Success
Solution
Verizon sponsored the dooce® office remodel to allow Heather Armstrong the ability to amplify herself and her voice. The sponsorship included a mix of custom video and content posts about how the new office space represented the next step for the Armstrongs, allowing them to compete on a bigger stage while also continuing to erase the work and life barriers in their lives. Verizon also received branding on dooce’s® consumer electronics community where Heather posed sponsored questions related to the transformation.
Success
- Readers actively participated with dooce’s® first-of-its-kind video series generating positive sentiment towards the brand
- 550+ social shares of videos and photos
- 250+ comments
- 280+ answers to dooce® sponsored questions
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Cloud Channel Sponsorship
Intel & VMware
Goal
Reinforce Intel and VMware as leaders in Virtualization and Cloud Computing.
Solution
Intel and VMware partnered with ReadWriteWeb - one of the world’s most influential technology blogs - to launch the site channel ReadWriteCloud, providing value to the tech community in understanding the strategic business and technological implications of Virtualization and Cloud Computing. The channel blends the brands of Intel and VMware as joint sponsors, showcasing ReadWriteWeb content along with brand assets.
Success
Solution
Intel and VMware partnered with ReadWriteWeb - one of the world’s most influential technology blogs - to launch the site channel ReadWriteCloud, providing value to the tech community in understanding the strategic business and technological implications of Virtualization and Cloud Computing. The channel blends the brands of Intel and VMware as joint sponsors, showcasing ReadWriteWeb content along with brand assets.
Success
- 2MM+ visits since launch
- 24K+ views of Intel and VMware assets
- 140K+ tweets and re-tweets
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It’s Good to Give
Milk-Bone
Goal
Increase brand awareness to fuel Milk-Bone purchase intent and heighten customer loyalty
Solution
Top FM parenting/home partners created custom content about the dogs they love that was distributed through a social-enabled conversational ad unit.
Success
Solution
Top FM parenting/home partners created custom content about the dogs they love that was distributed through a social-enabled conversational ad unit.
Success
- The unit also featured Milk-Bone content, a flip book of dog photos from Milk-Bone’s Flickr stream, an educational video about Canine Assistants and social sharing tools.
- Milk-Bone It’s Good to Give Facebook Fan Page grew by more than 8,000 Fans during the campaign fueling the community dialogue
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