Case Studies
We’re proud of the many ways we’ve helped major brands engage in authentic, compelling conversations. Here are some samples:
Philips LED
Philips
Goal
Promote Philips brand as a credible leader and authority of LED lighting solutions.
Solution
Content & Media
FM green content related to of the impact that light can have on home enhancement, wallet and well being was packaged with brand messaging in a 300x600 Conversationalist unit.
Targeted Distribution at Scale
The unit was targeted to Conversations around Green Home & Remodeling
Attitude Measurement
FM ran a Vizu study to track shift in Attitudes resulting from the campaign. We asked the audience: “How would you rate Philips in terms of how it inspires you and makes you want to try LED lighting in your home?”
Success
- 75%- The Conversation Targeted Media (Green Home & Remodeling) flight had an overall CTR of 0.14%, which is 75% above DFA average in the retail industry.*
- 50%- The Philips Lighting Federation Media flight had an overall CTR of 0.12% -- a 50% lift over DFA average in the retail industry*.
- 31.5%- Conversation Targeting was also significantly effective for generating 31.5% brand lift in Attitude (CT: Green home remodeling)
- 11.8%- Brand Lift, exceeded industry BM on Attitudes by 237%
Kraft MiO
Kraft
Goal
New brand - Kraft MiO - came to FM wanting to build their “Unexpected Mashup” persona and grow a social presence through engaging custom units that align with their young target’s passion points.
Solution
Content marketing
MiO ran a content series on The Awl, NOTCOT, The Hairpin, My Modern Met, Baeble Music and Thought Catalog to highlight ‘unexpected mashups’ in music, design, and travel. These sites collectively index at 234 for A18-34 and are known for social sharing and high comment: post ratios.
Conversational Media
Content was creatively packaged up in a rich media Conversationalist unit meant to entice readers to explore more content from the series.
Distribution at Scale
Conversationalists and Kraft MiO IAB media was syndicated to a wider portfolio of sites chosen for high composition of affluent readers.
Success
- 33,405- The numer of social actions received by a single post by FM's My Modern Met
- $175,206- The value generated in earned media by the high numer of sical shares on MiO conent.
- 286%- The overall interaction rate with the Social Frame as 165, 286% higher than DFA Rich Media Expanding Average in CPG
Levi's Go Forth
Levi's
Goal
Drive awareness for the Levi’s Go Forth initiative. Drive consumer engagement with Levi’s Men Products
Solution
Content Marketing
17 original Gallery Post articles featured Levi’s apparel curated by influential FM authors
Native Advertising
High impact, innovative ad formats syndicated branded Gallery Posts directly into the content well on FM Men’s Lifestyle sites
Targeted Distribution
Media was targeted to Conversations around Men’s Lifestyle, Sustainability, Technology, & Business. ROS media ran across FM Men’s Lifestyle, Tech and Business Federations
Success
- 40X- Higher than the average number of Social Actions taken on posts that have ben live longer than 4 weeks
- 77%- Higher than DFA's benchmark for CTR on Sponsorship logo
- 144%- Higher than DFA's benchmark for media CTR on Apparel brands
- 7X- The amount of intentional Levi's content views vs. standard content distribution methods
- 55%- Percentage of consumers who clicked on featured Lev's apparel within unit, driving straight to Levis.com
SmartWater
SmartWater
Goal
Establish SmartWater as an aspirational creative brand for Millennials.
Solution
Content Marketing
FM influencers created content about creative collaborations across disciplines. Fed SmartWater’s Facebook page
Native Advertising
High impact units distributed the content to a qualified Millennial audience across FM and Gawker sites
Ford One
Ford
Goal
Increase favorable opinion of FORD by leveraging influential web personalities within specific categories (music, TV, film), with an emphasis on custom video experiences that integrate Ford vehicles and features
Solution
Content Marketing
FM tapped lead influencers in comedy and music to create custom videos with top talent “on the road” in Ford vehicles, focusing on their everyday lives and interests.
Conversational Media
Videos were fed into a Conversationalist unit, driving qualified readers already engaged with the videos to view more or go to Ford destinations.
Distribution At Scale
High impact roadblocks were strategically scheduled at key intervals, while IAB media supported the Ford initiative throughout.
Success
- 658- Average number of social actions per post
- 82%- ROI on the campaign from earned media generated by social sharing
- >40MM- videos viewed directly from the Conversationalist
- 187%- Lift in interaction rate of Conversationalist versus DFA benchmarks for Autos
Levi's Curve ID
Levis
Goal
Educate and generate awareness about the revolutionary Levi’s Curve ID Fit system; Drive trial and online custom fittings at Levi.com.
Solution
Content Marketing
5 original videos and over 70 articles featured selected content creators discovering the benefits of Curve ID
Conversational Media
High impact, innovative ad formats syndicated branded content
Distribution at Scale
Content and media ran across FM Beauty, Style, Women’s and Entertainment sites
Success
- 216%- Increase in total comments vs. FM benchmark
- 849K- Video views on YouTube alone
- 54%- Lift in purchase intent stemmed from thousands of product clicks
- 346%- Higher than DFA's benchmark for interaction rates
Cadillac ATS
Cadillac
Goal
Create awareness and drive consumer engagement with Cadillac branded content.
Solution
Content Marketing
A combination of Uncrate Sponsored Posts & the exclusive launch sponsorship of Gallivant
Conversational Media
High impact Native ad formats distributed branded video directly into the content well of FM Men’s Lifestyle & High Net Worth sites
High Impact Media
Cadillac was featured as the leading video on Devour, and a clickable site skin with a custom Cadillac leaderboard lived across the site
Success
- 73%- More Facebook shares on select Content Series Posts than the average FM Social Media benchmark
- 518%- Higher than DFA benchmark for logo CTR on auto-sponsored posts
- 31X- Higher CTR than the average standard media CTR on the campaign
- 8X- The amount of intentional Cadillac content views vs. standard content distribution methods.
My Life Scoop
Intel
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
Wear the Pants
Dockers
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
Project Food Blog
Buick Lacrosse
Goal
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
dooce® Sponsorship
Verizon
Goal
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
Tax & Money Saving Tips
Intuit TurboTax
Goal
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