Campaign

Case Solution for PETA’s “Kentucky-Fried Cruelty, Inc.” Campaign

Complete Case details are given below :

Case Name :      PETA’s “Kentucky-Fried Cruelty, Inc.” Campaign
Authors :           Gerard Seijts, Michael Sider
Source :             Ivey Publishing
Case ID :            903C45
Discipline :        Social Enterprise
Case Length :    23 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
A year and a half after calling off its campaign against fast-food giant McDonald’s, the vegan campaign coordinator of People for the Ethical Treatment of Animals (PETA) contacted Kentucky Fried Chicken (KFC) to warn the company that it would be the next target. He pointed out in his letter that whereas many of KFC’s competitors had convened advisory panels to help investigate the welfare of animals raised and slaughtered for their businesses, KFC appeared completely uninterested in the issue. PETA would rather not engage KFC in a campaign, but if the company refused to put together an animal welfare panel to begin to look into the issue of how to raise and slaughter its chickens more humanely, all the leaflets, action alerts, posters, billboards, T-shirts, and press releases PETA was now preparing would be dedicated to KFC and its cruel treatment of chickens. In January 2003, PETA, fed up with what it saw as KFC’s lack of open communication, public misinformation, and outright stonewalling on change, announced a campaign against the company to the media in a news event replete with bloody descriptions of the cruelties of KFC’s animal factories. Now it was time for KFC to respond.
 
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Case Solution for Greenpeace’s Unfriend Coal Campaign and Facebook

Complete Case details are given below :
Case Name :      Greenpeace’s Unfriend Coal Campaign and Facebook
Authors :           Paul Bigus, Michael Sider
Source :             Ivey Publishing
Case ID :            W12665
Discipline :        General Management
Case Length :    10 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Facebook’s director of policy communications was faced with a situation caused by a YouTube video posted by the non-governmental organization (NGO) Greenpeace. This video publicly critiqued the environmental sustainability of Facebook’s decision to build a new data center, its main objection being the fact that the new facility would be connected to a local utility provider that supplied electricity mainly from the burning of coal, one of the largest sources of global warming. This video was only the latest of a series of actions, commenced by Greenpeace eight months earlier, immediately following Facebook’s decision to build the new facility. Greenpeace had dubbed these actions the “Unfriend Coal Campaign,” which now had 500,000 followers and had generated numerous media stories. Greenpeace’s goal was to pressure Facebook into adopting cleaner energy policies by leveraging Facebook’s own social media against the company. As Facebook had no plans to stop building the facility, the director needed to figure out the best course of action for Facebook to take in response to the mounting pressure from Greenpeace in order to alleviate the increasingly negative attention from media and consumers.
 
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Case Solution for Intel Asia-Pacific: The Catch & Win Campaign

Complete Case details are given below :
Case Name :      Intel Asia-Pacific: The Catch & Win Campaign
Authors :           Peter C. Bell, John Lyons, Peter Dingle, Ash Supersad
Source :             Ivey Publishing
Case ID :            W13340
Discipline :        General Management
Case Length :    09 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The head of Data Marketing Analytics and Mobile for Intel Asia-Pacific was reviewing the proposed media plan for the Catch & Win 2.0 campaign. The media purchase needed to be finalized quickly in order to be included in the current quarter’s budget, but he could not help feeling that the proposed spend across the markets and advertising types could be used more effectively. He thought that the key was to use the company’s own experience and data regarding social media engagement within their markets rather than to rely on the generalized industry metrics provided by the contracted media agency, and now he must improve the proposed media plan.
 
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Case Solution for McDonald’s Twitter Campaign: Hype Versus Reality

Complete Case details are given below :
Case Name :      McDonald’s Twitter Campaign: Hype Versus Reality
Authors :           Jana Seijts, Paul Bigus
Source :             Ivey Publishing
Case ID :            W13493
Discipline :        General Management
Case Length :    08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In early January 2012, the director of social media for the McDonald’s Corporation (McDonald’s) was challenged with a tall order. The corporation had just launched a large public relations campaign using the Twitter hashtag “#MeetTheFarmers” to promote connections with family farms and local suppliers. Maximizing a Twitter Promoted Trends expenditure, the director had switched the hashtag from “#MeetTheFarmers” to “#McDStories” halfway through the first day of the campaign. However, numerous detractors used the hashtag to express negative comments towards the corporation. A few days later, the media started to run negative coverage with mocking headlines and articles providing screenshots of the negative tweets but no statistics that explained or put proper context to the situation. The director needed to devise a better strategy for McDonald’s social media campaigns in order to prevent potential media fallouts.
 
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Case Solution for Capital One: Launching a Mass Media Campaign

Complete Case details are given below :
Case Name :      Capital One: Launching a Mass Media Campaign
Authors :           Robert J. Fisher, Ken Mark
Source :             Ivey Publishing
Case ID :            906A05
Discipline :        Marketing
Case Length :    20 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The Senior Brand Manager for Capital One Canada is developing the firm’s strategy for its first mass media advertising campaign there. He had been provided with a menu of U.S. and U.K. advertisements–with test results for each–which he can adapt for a Canadian audience. The key decisions the Senior Brand Manager faces includes which customer segment to focus on, what value proposition to signal to this segment, what advertisements should be used to deliver these messages, and what customization efforts are necessary. He has a presentation to Capital One’s senior management team and needs to back up his recommendations with numbers and logic.
 
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Case Solution for The Obama Campaign Strategy

Complete Case details are given below :
Case Name :      The Obama Campaign Strategy
Authors :           Mark Vandenbosch, Dan Tolhurst
Source :             Ivey Publishing
Case ID :            909A18
Discipline :        Marketing
Case Length :    08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In November 2007, Barack Obama, along with his chief strategist and campaign manager, was faced with a Gallup Poll of Democratic Presidential Candidates that indicated among Democratic voters Hillary Clinton held 48 per cent support of voters, compared with Obama’s 21 per cent. Pundits and analysts essentially declared the race over; however, the triumvirate was convinced they had devised a perfect campaign strategy to overcome the long odds and win the nomination. Their confidence was validated when Barack Obama was elected the President of the United States in November 2008. This win was aided by a strategy that focused on competing in markets that other candidates did not, and embracing technological developments in a manner that other candidates would not. The Obama campaign employed such tools as lowering the target donation from potential donors, competing in non-traditional markets, unique resource allocation and use of technology to gain tactical advantages.
 
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Case Solution for Experience China: A National Image Campaign in the United States

Complete Case details are given below :
Case Name :      Experience China: A National Image Campaign in the United States
Authors :           William Wei, Yuanfang Lin, Mei Qin Kok
Source :             Ivey Publishing
Case ID :            W11353
Discipline :        Marketing
Case Length :    08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The China national image film “People Chapter” – officially a sub-series of the “Experience China” campaign – was launched by the Chinese government to coincide with President Hu Jintao’s visit to the United States in mid-January 2011. The one-minute promotional video was played on six giant electronic screens about 300 times per day, and had appeared approximately 8400 times when the broadcast ended on February 14, 2011. The video showed a series of Chinese people, ranging from ordinary citizens to celebrities, in various areas. It was a publicity effort aimed at promoting a truer image of China abroad, and further signalling that China was opening to embrace the world. However, reactions from both Chinese and overseas audiences had been fairly controversial since the initial release of this promotional film. Experts from China and abroad were skeptical of the effectiveness of the campaign in promoting the national image of modern China to the world.
 
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