{"id":37,"date":"2014-10-27T22:55:22","date_gmt":"2014-10-27T22:55:22","guid":{"rendered":"http:\/\/courses.candelalearning.com\/cfacreatemultimedia\/?post_type=chapter&#038;p=37"},"modified":"2014-10-28T00:03:08","modified_gmt":"2014-10-28T00:03:08","slug":"integrated-marketing-case-study-the-old-spice-campaign","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/chapter\/integrated-marketing-case-study-the-old-spice-campaign\/","title":{"raw":"Integrated Marketing Case Study: The Old Spice Campaign","rendered":"Integrated Marketing Case Study: The Old Spice Campaign"},"content":{"raw":"The following case study shows how an advertising firm, Wieden+Kennedy, created a comprehensive campaign to increase awareness and sales of Old Spice.\r\n\r\nAs you watch the video pay particular attention to the numbers (or metrics) used to evaluate the campaign:\r\n<ul>\r\n\t<li>What metrics were used as the impetus to support creation of the campaign?<\/li>\r\n\t<li>What metrics were used to determine if the campaign was successful?<\/li>\r\n\t<li>Were there specific metrics that mattered because they drove other important metrics?<\/li>\r\n<\/ul>\r\n<iframe src=\"\/\/www.youtube.com\/embed\/fD1WqPGn5Ag?rel=0\" height=\"315\" width=\"560\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe>","rendered":"<p>The following case study shows how an advertising firm, Wieden+Kennedy, created a comprehensive campaign to increase awareness and sales of Old Spice.<\/p>\n<p>As you watch the video pay particular attention to the numbers (or metrics) used to evaluate the campaign:<\/p>\n<ul>\n<li>What metrics were used as the impetus to support creation of the campaign?<\/li>\n<li>What metrics were used to determine if the campaign was successful?<\/li>\n<li>Were there specific metrics that mattered because they drove other important metrics?<\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/fD1WqPGn5Ag?rel=0\" height=\"315\" width=\"560\" allowfullscreen=\"allowfullscreen\" frameborder=\"0\"><\/iframe><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-37\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Original Content. <strong>Authored by<\/strong>: Lumen Learning. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Old Spice Responses Case Study. <strong>Authored by<\/strong>: stroommedia. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/youtu.be\/fD1WqPGn5Ag\">http:\/\/youtu.be\/fD1WqPGn5Ag<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: standard YouTube license<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":7,"menu_order":2,"template":"","meta":{"_candela_citation":"[{\"type\":\"copyrighted_video\",\"description\":\"Old Spice Responses Case Study\",\"author\":\"stroommedia\",\"organization\":\"\",\"url\":\"http:\/\/youtu.be\/fD1WqPGn5Ag\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"standard YouTube license\"},{\"type\":\"original\",\"description\":\"Original Content\",\"author\":\"Lumen Learning\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-37","chapter","type-chapter","status-publish","hentry"],"part":23,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/pressbooks\/v2\/chapters\/37","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/wp\/v2\/users\/7"}],"version-history":[{"count":2,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/pressbooks\/v2\/chapters\/37\/revisions"}],"predecessor-version":[{"id":46,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/pressbooks\/v2\/chapters\/37\/revisions\/46"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/pressbooks\/v2\/parts\/23"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/pressbooks\/v2\/chapters\/37\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/wp\/v2\/media?parent=37"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/pressbooks\/v2\/chapter-type?post=37"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/wp\/v2\/contributor?post=37"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/snhu-cfacreatemultimedia\/wp-json\/wp\/v2\/license?post=37"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}