Industry awards are an important part of marketing and recognition for any company. When it comes to marketing and advertising awards, the competition is aways stuff. We created this presentation to walk you through our process of selecting campaigns and building engaging story-based awards entries around them. This process has helped Room 214 win a American Marketers Association Grand Peak Award as well as a Word of Mouth Marketing Association WOMMY award.

1. INFO@ROOM214.COM | @ROOM_214 | ROOM214.COM
Friday, April 19, 13

2. WHAT DOES ROOM 214 DO?
Research
Social Media
Traffic
Generation
Creative &
Productions
Development
Training
RESEARCH
• Business Intelligence
• Social Listening
• Consumer Insights
• Competitive Analysis
• Brand Innovation
TRAINING
• Video Tutorials
• Training Materials
• Platform Expertise
• Community Management
• SEO Fundamentals
• Key Performance
Indicators
SOCIAL MEDIA
• Planning & Strategy
• Content Development
• Community Management
• Campaign Creation
• Measurement & Reporting
TRAFFIC GENERATION
• Search Engine Optimization
• Digital Advertising
• Email Marketing
• E-commerce Optimization
CREATIVE & PRODUCTIONS
• User Experience
• Graphic Design
• Website & Blog Design
• Video Production
• Graphics & Animation
• Infographics
DEVELOPMENT
• Custom Facebook Apps
• Mobile, Web & Blog Dev
• Responsive Design
• Campaign Microsites
• API Integration
• 3rd Party SaaS Services
• Hosting & Maintenance
Friday, April 19, 13

3. HOW TO CREATE
A GREAT CASE STUDY
Friday, April 19, 13

4. OUTLINE
CHOOSE YOUR BEST CAMPAIGN
TELL THE STORY OF YOUR SUCCESS
UDI’S GLUTEN FREE CASE STUDY
Friday, April 19, 13

5. CHOOSE YOUR BEST
CAMPAIGN
Friday, April 19, 13

6. 1. BUSINESS IMPACT
Friday, April 19, 13

7. 1. BUSINESS IMPACT
DID IT DELIVER ON GOALS?
CAN YOU PROVE THAT?
Friday, April 19, 13

8. 2. EMOTIONAL IMPACT
Friday, April 19, 13

9. 2. EMOTIONAL IMPACT
CONNECTED WITH THE
AUDIENCE. INSPIRED AN ACTION.
Friday, April 19, 13

10. 3. STRONG BRAND STORY
Friday, April 19, 13

11. 3. STRONG BRAND STORY
CAMPAIGN EMBODIED THE
BRAND CHARACTER, TONE AND
VALUES.
Friday, April 19, 13

12. TELL THE STORY OF YOUR
SUCCESS
Friday, April 19, 13

13. THE KEY ELEMENTS TO A GOOD STORY
CHARACTER
(BRAND)
AMBITION
(GOALS)
CONFLICT
(CHALLENGE/SOLUTION)
RESOLUTION
(RESULTS)
Friday, April 19, 13

14. 1. BUILD CHARACTER:
TELL THE BRAND STORY
Friday, April 19, 13

15. 1. BUILD CHARACTER:
TELL THE BRAND STORY
WHAT DOES THE BRAND CARE
ABOUT? CREATE PERSONALITY
BASED ON HISTORY.
Friday, April 19, 13

16. 2. AMBITION:
DEFINE THE PROBLEM
Friday, April 19, 13

17. 2. AMBITION:
DEFINE THE PROBLEM
WHAT BUSINESS CHALLENGES
DID THE CAMPAIGN AIM TO
SOLVE? AM I ROOTING FOR YOU?
Friday, April 19, 13

18. 3. CONFLICT:
SLAY THE MONSTER
Friday, April 19, 13

19. 3. CONFLICT:
SLAY THE MONSTER
HOW DID THIS BRAND USE THIS
CAMPAIGN TO TACKLE THIS
PROBLEM?
Friday, April 19, 13

20. 4. RESOLUTION:
HAPPILY EVER AFTER
Friday, April 19, 13

21. 4. RESOLUTION:
HAPPILY EVER AFTER
TIE RESULTS DIRECTLY BACK TO
YOUR GOALS. DID YOU STAY TRUE
TO BRAND? WHAT DID YOU
LEARN?
Friday, April 19, 13

22. 7 BASIC STORY TYPES
OVERCOMING THE MONSTER TO SUCCEED YOU MUST FIGHT SOMETHING POWERFUL
DAVID & GOLIATH /
NIKE
THE QUEST YOU MUST PUT YOURSELF IN DANGER TO FIND TRUTH
LORD OF THE
RINGS / RED BULL
VOYAGE AND RETURN LIFE TAKES US TO MAGICAL PLACES, BUT THEY ARE RULED BY FALSE GODS
WIZARD OF OZ /
DOVE
REBIRTH EVEN IF YOU LOSE EVERYTHING, IT IS NOT ALWAYS THE END
IT’S A WONDERFUL
LIFE / PRUDENTIAL
RAG TO RICHES BE TRUE TO YOURSELF AND YOU WILL BE REWARDED
WILLY WONKA /
CHRYSLER
TRAGEDY THERE ARE CONSEQUENCES FOR EGO
ROMEO AND
JULIET / PSA ADS
COMEDY EVEN COMPLICATED SITUATIONS WORK OUT IN THE END
OLD SCHOOL / OLD
SPICE
Friday, April 19, 13

23. UDI’S JOY MISSION
Friday, April 19, 13

24. BRAND STORY
UDI’S IS DEDICATED TO UNITING THE GLUTEN
FREE COMMUNITY BY PROVIDING A FORUM
TO SHARE THEIR EXPERIENCES AND THE JOY
OF GLUTEN FREE LIVING
UDI’S BIGGEST AND MOST PASSIONATE FANS
DRIVE THE MAJORITY OF NEW PRODUCT
Friday, April 19, 13

25. BACKGROUND
GLUTEN FREE IS A $5.5 BILLION MARKET
WITH MORE THAN 50 MILLION PEOPLE
THE MARKET IS EXPECTED TO DOUBLE
WITHIN THE NEXT FEW YEARS
Friday, April 19, 13

26. BACKGROUND
UDI’S IS THE MARKET LEADER IN THE
GLUTEN FREE BAKED GOODS CATEGORY
WITH A 48% SHARE
EXPLOSIVE CATEGORY GROWTH, BUT ONLY A
21% TRIAL RATE AMONG GLUTEN FREE
CONSUMERS
OPPORTUNITY TO DRIVE NEW CONSUMER
TRIALS BY ENGAGING OUR ADVOCATES
Friday, April 19, 13

27. CAMPAIGN GOALS
(A) INCREASE WORD OF MOUTH EXPOSURE
(I.E. AWARENESS) FOR UDI’S GLUTEN FREE
(B) INCREASE TRIALS OF UDI’S GLUTEN FREE
PRODUCTS AMONG NEW CONSUMERS
(C) GROW THE UDI’S GLUTEN FREE EMAIL
DATABASE TO SUPPORT FUTURE MARKETING
Friday, April 19, 13

28. Friday, April 19, 13

29. HOW DID WE DO IT?
JOY MISSION FACEBOOK APPLICATION:
1. LIKE THE PAGE, DONATE A MEAL
2. SEND REAL UDI’S GIFT BUNDLES TO YOUR
FRIENDS FOR FREE
Friday, April 19, 13

30. RESULTS
AWARENESS: 76,000 GIFTS SENT BY UDI’S
EXISTING FANS IN JUST THREE WEEKS
PRODUCT TRIALS: 30% OF ALL GIFTS SENT
WERE REDEEMED. A TOTAL OF 25,000
PRODUCT TRIAL OPPORTUNITIES CREATED
EMAIL ACQUISITION: 14,000+ NEW PEOPLE
WERE ADDED TO THE UDI’S EMAIL DATABASE
SPREADING JOY: 40,000 MEALS DONATED TO
LOCAL FOOD BANKS
Friday, April 19, 13

31. INFO@ROOM214.COM | @ROOM_214 | ROOM214.COM
Friday, April 19, 13