social media Archives - Great Ideas for Teaching Marketing

Classic Case Study: Old Spice Brand Repositioning

Case Study, Consumer Behavior, Digital Marketing, Free Activities, Products and Brands, Promotion, Segmentation and Positioning, Strategy and Plans, video

This case study examines Old Spice’s classic 2010 brand repositioning, in which the long-established men’s grooming brand released a video ad titled ‘The Man Your Man Could Smell Like.’ The commercial quickly became a pop-culture phenomenon, not only boosting Old Spice’s sales and market share but also redefining how companies could successfully reposition a well-established (and even dated) brand.

Classic Case Study: Old Spice Brand Repositioning Review the Teaching Activity

Classic Case Study: WestJet Christmas Miracle

Case Study, Member Activities, Products and Brands, Promotion, video

In this classic case study students will explore WestJet’s Christmas Miracle campaign that went viral and gained significant earned media. This campaign helped to build emotional loyalty for the brand.

Classic Case Study: WestJet Christmas Miracle Review the Teaching Activity

Analyzing YouTube Channel Performance

Analysis and Metrics, Digital Marketing, Member Activities, Places and Channels, Promotion

Students are presented with top-level metrics from YouTube Analytics for a law firm’s channel. As the data shows, there’s a variety of outcomes for these videos. Students need to analyze the results and suggest ways the firm might improve their video’s and channel’s performance.

Analyzing YouTube Channel Performance Review the Teaching Activity

Choosing Social Media Platforms

Consumer Behavior, Digital Marketing, Discussion Exercises, Member Activities, Promotion

In this activity, students will review a podcast episode on social media marketing and platforms, and explore the best platforms for different types of business and situations. A handy overview of the main social media players.

Choosing Social Media Platforms Review the Teaching Activity

Repositioning Upwards (Video Case Study)

Case Study, Consumer Behavior, Digital Marketing, Member Activities, Products and Brands, Promotion, Segmentation and Positioning, video

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.

Repositioning Upwards (Video Case Study) Review the Teaching Activity

Using an Event as a Promotional Tool (Video Case)

Consumer Behavior, Member Activities, Products and Brands, Promotion, Segmentation and Positioning, video

In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.

Using an Event as a Promotional Tool (Video Case) Review the Teaching Activity

Sexual Advertising Appeal: Fit with Brand?

Decisions and Mini-Cases, Ethics, Member Activities, Products and Brands, Promotion, Segmentation and Positioning, video

This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of a sexual appeal in the campaign.

Sexual Advertising Appeal: Fit with Brand? Review the Teaching Activity