This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.
This is a simple worksheet activity for individual students where they sort 20 terms and phrases into whether it is referring to SEO or SEM.
This activity is based around a chart of search engine position against click through rate. Analysis of this chart will help students understand the role of SEO and long-tail keywords.
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This video-based activity highlights Snickers Misspelled Words campaign that they executed through Google search ads to successfully reinforce their brand positioning.
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In this video case study, students review an airline loyalty points campaign that is heavily reliant upon generating earned media.
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This is a simple exercise where students sort a variety of communication tools into the categories of paid, owned, and earned media. Good as an introductory activity to this base digital marketing concept.
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This video case study is based upon an innovative approach to search engine advertising that cleverly combines data, market insights, and a unique media schedule.
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In this activity, students work through a manager’s discussion on proposed IMC tools and identify which ones are paid, owned, and earned media.
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This is a great example of using a market insight to change consumer behavior. In this activity, KFC created a smart phone game to deliver sales promotion incentives and drive sales.
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Students review the viral video launch of the highly successful Dollar Shave Club and then identify their 7P’s offering and the mindset of their target market. Great activity for breaking down the full 7P’s marketing mix.
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