And, when the sponsorship includes an on-site booth, you can offer contestants the opportunity to sign up for a giveaway (don’t forget to collect email addresses and permission to contact them). When you collect email addresses, this strategy engages current members, raises awareness and provides you with additional contacts. In the case study of the campaign released by Leo Burnet, Chief Creative Director Judy John said, “We explored different factors that influence girls during the vulnerable time of puberty. Chances are not everyone who visits your business has a Facebook page or an Instagram account. This marketing communication strategy example is just the beginning. Then the filmmaker asked younger girls to do the same things. Promoted online and offline to American Express cardholders and businesses using Amex, the aim was to get people back into their main street or high street and to support smaller, local stores. DirecTV says it has no plans to shelve the campaign despite threats from Comcast and the BBB. As the Account Planning Group state in their definition of media planning the planner needs to... “Understand the customer and the brand to unearth a key insight for the communication/solution”. To execute the campaign, Burnet hired documentary filmmaker Lauren Greenfield to create a compelling film, depicting how teens viewed the phrase “Like a girl” by asking them to do things such as “run like a girl, throw like a girl, etc”. But there has never been a more far-reaching digital effort honoring a sports hero than the hashtag #R2SPECT, created by advertising agency Weiden+Kennedy for the Jordan (as in Michael Jordan) brand. The Marketing Campaign Planning toolkit contains: Start your Digital Marketing Plan today with our Free membership. Campaigns where digital, print, radio, television, and outdoor all work together do a better job of spreading the message than campaigns that only rely on one channel. The hashtag was used countless times on Twitter and Facebook by users to communicate the brand’s message of confidence in young women. That is the bedrock on which all of the campaigns’  successes were built and that strong foundation allowed the message to work across multiple platforms and gave planners a basis to create truly integrated campaigns. The film ends with the tagline “Let’s make #likeagirl mean amazing things.”. With all of the emails you have collected from your free trial visitors and 5k giveaway competitors, you can send yet another touch via email. So what happens when a sports legend retires? Integrated marketing can combine old-school marketing techniques like direct mail and traditional advertising with newer options like Facebook posts, email blasts, and YouTube videos. Research showed that more than half of all women claimed the experienced a decline in confidence during puberty. The best stories to tell are authentic and from the heart. But sometimes the creative is so compelling that fans of the ad push the message forward with their own versions. It’s a good idea to create a schedule of meaningful email messages that can be sent to clients at regular intervals (think drip marketing). The original idea of, Southwest Airlines brand promise has always been one of low fares and high value. The campaign used television, print, outdoor, and, of course, digital media to spread the homage to the Yankee’s beloved shortstop in his final season of Major League Baseball. Get our daily newsletter from SEJ's Founder Loren Baker about the latest news in the industry! During this exploration, someone taped a piece of paper to the board that read ‘like a girl’.