saa ne rivals case study
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CASE STUDY & BUSINESS RESULTS
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New Era Caps has been Major League Baseball’s official cap since 1994 and traditionally has played a “back seat” role in the alliance
THE BACKGROUND
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Bring New Era front of mind by “flipping the script” and moving New Era from being the bearer of other people’s flags, to being the flag itself
THE CHALLENGE
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Increase New Era brand awareness and generate more owned/earned media impressions Establish New Era as part of the ongoing cultural conversation Translate communications effort to a concurrent sales increase
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THE OBJECTIVES
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Spark a movement and create broad cultural buzz around the brand, the series and all the baseball chatter by making New Era topical, funny and relevant
THE SOLUTION
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THE PLAN IN ACTION
Launch spot in-game (NY/Bos markets and select
national games)
Follow games with cable support that appealed to shared MLB/Flagbearer
target affinities
Drive to New Era-owned properties to gauge consumer awareness and brand
engagement
Drive to new spot launch in next series
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Within the span of 5 months, period sales increased 35% year over year
THE RESULTS
Source: New Era
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THE RESULTS
Twitter followers increased from 9k to 18.6k Facebook fans form 200k to over 760k YouTube views increased by over 3000% totaling to over 2.4MM+ views.
Source: Facebook, Twitter, YouTube
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THE RESULTS
Over 1 Billion in earned media impressions 16M impressions in blog pick-up $450M in free publicity value
Source: New Era
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2011 success set the stage for the continuation of the Rivalry story in 2012
New Rivals
Exclusive online content development and
distribution at launch
MLB Day Opening Day After Takeovers
Drive to new spot launch in next series
Drive to New Era-owned properties
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Reached “Immortal” status on Funny or Die in the first day (fastest ever for a paid placement)
Source: Funny or Die
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Early results show major uptick in New Era Brand Perception YTD 2012
Source: Crossmedia RedBox: Brand IndeX+