Challenge

As industry competition continues to grow with generic alternatives, Tempur-Pedic’s leadership in the premium mattress category had begun to slip. Mediahood was tasked with rebuilding online brand awareness, driving commerce as well as traffic into stores, and enhancing the overall digital approach.

Insights

By establishing new campaign tagging structures to improve attribution, we learned that a customer’s online behavior had distinct characteristics, which helped identify three key groups: consumers who purchased online, consumers that requested information, and consumers who purchased in-store.

Strategy

The unique behaviors between the different groups led to structured segmentation and mapping that helped optimize plans by focusing on high-value customers. For top-of-funnel brand building and direct response, we crafted a mix of premium and programmatic display buying, coupled with heavy search. We gathered results from our attribution models to create richer comprehensive campaigns further down line, and refined them to align with the better-defined target audiences. This resulted in more effective plans for optimal ad spends. We also introduced the use of luxury sponsorships, including BMW, Championship PGA Tour and HGTV, allowing us to reach even deeper into our core demographic.

Results

Do you see any Teletubbies in here? Do you see a slender plastic tag clipped to my shirt with my name printed on it? Do you see a little Asian child with a blank expression on his face sitting outside on a mechanical helicopter that shakes when you put quarters in it? No? Well, that's what you see at a toy store. And you must think you're in a toy store, because you're here shopping for an infant named Jeb. Do you see any Teletubbies in here? Do you see a slender plastic tag clipped to my shirt with my name printed on it? Do you see a little Asian child with a blank expression on his face sitting outside on a mechanical helicopter that shakes when you put quarters in it? No? Well, that's what you see at a toy store. And you must think you're in a toy store, because you're here shopping for an infant named Jeb.

Challenge

The University of Michigan’s Executive MBA Program was venturing into the crowded Los Angeles market and tasked Mediahood with driving high-value inquiries to their Los Angeles “fact sessions.” With a limited budget and no brand awareness about Michigan’s Los Angeles eMBA, our job was to quickly and accurately pinpoint their sought-after audiences’ media habits, build their marketing funnel, and create an integrated media plan.

Insights

Using data intelligence, we profiled and segmented core targets, and then further fine-tuned our findings by conducting focus groups and creating custom-built surveys. Through this, we discovered the “ideal” candidates and learned where this highly selective audience gathered their research and placed their trust.

Strategy

First, we built look-a-like models based on the “ideal” candidates to spread the net a bit wider and provide additional branding overlay. Next, we crafted a full marketing funnel from awareness to conversion. This process incorporated a mix of traditional and new media, including digital billboards, print in the L.A. Business Journal, NPR endorsements on radio, digital display, mobile, and LinkedIn for social. During optimization, we built and integrated custom lead-generation forms and established scoring parameters that fine-tuned our high probability leads even further..

Results

Do you see any Teletubbies in here? Do you see a slender plastic tag clipped to my shirt with my name printed on it? Do you see a little Asian child with a blank expression on his face sitting outside on a mechanical helicopter that shakes when you put quarters in it? No? Well, that's what you see at a toy store. And you must think you're in a toy store, because you're here shopping for an infant named Jeb. Do you see any Teletubbies in here? Do you see a slender plastic tag clipped to my shirt with my name printed on it? Do you see a little Asian child with a blank expression on his face sitting outside on a mechanical helicopter that shakes when you put quarters in it? No? Well, that's what you see at a toy store. And you must think you're in a toy store, because you're here shopping for an infant named Jeb.

Challenge

In 2010, Jamba Juice came to us with a challenge – support over 750 national Jamba Juice stores with a limited media budget. They needed to build profiles, prove performance, and scale media for every store from Sandusky, Ohio to Los Angeles, California and beyond.

Insights

As we began to dissect the situation, we quickly learned that despite spending millions on media, there were almost no significant learnings about their approach and yet they continued to push TV, radio, print, out of home and digital without the data needed to validate their marketing investment.

Strategy

Our first job was to establish a “digital baseline” across the country – using zip code and lifestyle targeting. With this information, we created a strong presence in markets big and small and crafted a scaleable plan.

Starting with a heavy emphasis on digital display and email to drive promotion and in-store traffic, we amplified the message with radio and mobile. By year’s end, through efficiencies in tracking and reporting, we negotiated over $600,000 in added-value.

In 2011, we focused on localized planning by crafting a Franchise Toolkit. This custom-designed marketing package included localized media plans, activation strategies, promotional radio, out-of-home and in-store events to empower franchise owners to market-up their own stores.

By 2012, we took a deeper dive into consumer behavior introducing integrated partnerships with celebrities, movies and events. We also launched Jamba Juice’s first mobile website through a partnership with Yahoo!

Results

Do you see any Teletubbies in here? Do you see a slender plastic tag clipped to my shirt with my name printed on it? Do you see a little Asian child with a blank expression on his face sitting outside on a mechanical helicopter that shakes when you put quarters in it? No? Well, that's what you see at a toy store. And you must think you're in a toy store, because you're here shopping for an infant named Jeb. Do you see any Teletubbies in here? Do you see a slender plastic tag clipped to my shirt with my name printed on it? Do you see a little Asian child with a blank expression on his face sitting outside on a mechanical helicopter that shakes when you put quarters in it? No? Well, that's what you see at a toy store. And you must think you're in a toy store, because you're here shopping for an infant named Jeb.