Case Studies: Brand Experience

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Brand Experience Case Studies

Two additional brand experience campaigns that resulted in a quantifiable impact on business metrics are Mountain Dew's UK guerrilla tour and Disney's Doc McStuffin check up clinic.

MOUNTAIN DEW — UK GUERRILLA TOUR

  • In 2012, beverage company Mountain Dew deployed a 43-day guerrilla tour to increase brand awareness and product sales in the UK.
  • Notably, despite Mountain Dew's more recent brand experiences, this particular case study continues to be cited by multiple recent analyses and articles as a best in class example of how brand experiences can generate a measurable return on investment.
  • The guerrilla tour included, but was not limited to, competitions and giveaways, free samples and 15 brand ambassadors who drove branded Mountain Dew vans across the region.
  • In particular, the brand experiences and events were held at festivals, transportation hubs and at the center of major cities, and targeted potential consumers who lived or frequented such venues and geographies.
  • In terms of results, Mountain Dew reported that this month-and-a-half long campaign delivered a return on investment of £1.85 for every £1 spent, as well as an overall spike in sales of the beverage in the UK.
  • Additionally, 55% of the consumers who participated in and were targeted by the guerrilla tour purchased a Mountain Dew product following their brand experience.
  • Notably, of these 55% of consumers who purchased the beverage, over one third had never previously purchased a Mountain Dew product.
  • However, some analysts suggest that the sales growth generated by the guerrilla tour moderated in the months following the brand experience, as the "activation effect" deteriorated.

DOC MCSTUFFIN — CHECK UP CLINIC

  • In 2014, media and entertainment company Disney rolled out 10-minute immersive experiences in the UK to promote the Disney Channel's TV show, Doc McStuffin, as well as increase related merchandise sales.
  • Notably, this case study continues to be cited by multiple recent analyses and articles as a best in class example of how brand experiences can generate a measurable business impact.
  • These brand experiences, which recreated the Doc's clinic from the Doc McStuffin show, where conducted across sellers of related merchandise, including Tesco, Smyths and Toys R Us.
  • Specifically, children were able to pretend to be the character of Doc, and to diagnose the character Big Ted.
  • Additionally, Disney's target audience was given a free gift, encouraged to play with Doc McStuffin merchandise, color and watch the TV show while waiting for their immersive experience.
  • In terms of results, the events increased brand awareness for the approximately 8,000 children who participated.
  • Moreover, 75% of the children and parents who took part in the brand experiences rated their time as excellent.
  • Additionally, and perhaps most significantly, these positive brand experiences translated into a 5.3% increase in the propensity of the participating children and their parents to buy Doc McStuffin merchandise.

RESEARCH STRATEGY

An extensive review of trusted media sources, industry reports and articles published by authorities and key players in the marketing and, specifically, brand experience sector was conducted to identify case studies of two additional brand experiences which had a quantifiable impact on their associated business. However, no pre-compiled information was available which directly explained how branded experiences that took place in 2018 or 2019 had quantifiable business impacts beyond impressions, media hits or other less significant metrics. The reason this data was absent is likely due to the fact that metrics including sales growth or lead generation may be more difficult to measure, and are also a more proprietary in nature. Although numerous examples exist of successful brand experiences that have generated significant impressions or media hits, most existing resources fail to discuss metrics including sales growth or lead generation within the context of brand experiences.
Despite this circumstance, relevant case studies that provided metrics such as sales growth or lead generation were successfully triangulated through the use of several assumption(s), combined with a systematic review of relevant information sources. Specifically, a study from less than one year ago discussed some of the best brand experiences since 2011, including related metrics on lead generation and sale growth. Notably, two examples cited in this study were also mentioned in other recent articles from 2018 and 2019, despite the fact that the brand experiences took place in prior years. Given the fact that these brand experiences took place relatively recently and were highlighted across multiple resources published in 2018 and 2019, and considering the scarcity of other similar examples with more complete, proprietary metrics of success, it was determined that these examples were appropriate for the purpose of this analysis.
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