BEST CASE STUDIES ON INTEGRATED MARKETING COMMUNICATION

Integrated marketing enables a unified and consistent experience for customers to interact with a brand
or company. Integrated marketing communications (IMC) is the coordination and integration of all
marketing communications tools, avenues, and sources in a company into a seamless program designed
to maximize the impact on customers and other stakeholders. The program covers all of a firm’s business-
to-business, market channel, and internally-directed communications - James G. Hutton.
In this series, we aim to further bolster your understanding of integrated marketing and IMC by evaluating
case studies of companies that have taken an integrated marketing communication approach. Here are
case-studies of different brands and companies that exhibit an integrated marketing communication
approach.
Case Study 1: Microsoft

Microsoft Corporation is an American technology company. It develops, manufactures, licenses, supports

and sells computer software, consumer electronics, personal computers, and related services. Their
mission is to 'empower every person and every organization on the planet to achieve more.'

Microsoft's Integrated Marketing Communication Channels:

Print and media are a pivotal part of Microsoft's marketing strategy. Microsoft spends upwards of $1.5
Billion for Print and media alone. One of its ingenious print advertising campaigns for Microsoft's Office
365 software includes the WiFi-enabled promotion on the Forbes magazine.

Microsoft's Forbes Print Ad with a Wifi Router:

A sleek router with a battery placed within the magazine gave its subscribers free wifi for 15 days. This
gimmick ensured that readers had to retain the magazine him at all times and contributed multiple
exposures of the ad to the reader.
Currently, Microsoft is undertaking a slow shift from traditional media to social media and other online
platforms.

Microsoft's Integrated Marketing Communication Approach:

Microsoft has been continuously taking up several Artificial Intelligence (AI) projects and has placed AI
high up in its product portfolio. To promote its AI offerings, Microsoft teamed up with Carlsberg to use AI
to speed up the process of brewing new flavors of the beer.
The company has marketed this project using the integrated marketing approach using a multitude of
channels:
Twitter- Carlsberg microsoft AI Twitter integrated marketing communication campaign
Video Promotions across (Facebook and Youtube) Carlsberg Microsoft AI Youtube integrated marketing
communication campaign
Press releases in popular newspapers such as Financial Times.

Carlsberg microsoft AI Twitter integrated marketing communication campaign

 Case Study- 2: Emirates

Emirates started with two leased aircraft in 1985 and have never looked back since then. The airline
company currently operates 265 aircraft to over 155 destinations.

Emirates’ Integrated Marketing Communication Approach:

Traditional Media
Emirates' commercials and print advertisements in significant media highlight the airline’s new products,
flying routes, and aircraft.

Event Sponsorship
The airline actively sponsors a bunch of sports events like soccer, horse racing, and tennis. In addition to
that, it has signed a sponsorship deal with large football clubs like Arsenal. Its presence in the Asian
Football Confederation has also ensured a high level of visibility across Asia.

Owned Media
The company publishes two in-flight magazines to reach its customers. A brilliant in-flight entertainment
system allows the airline to publicize its latest offers, partners, and services. Furthermore, the company's
official retail website enables customers to purchase branded merchandise.

Millennial Appeal
The airline is adopting a sustainable environmental strategy to protect natural resources and reduce air
pollution. Being a step ahead and ensuring that their fleet is up-to-date with the latest, most fuel-efficient
aircraft. Emirates uses a variety of marketing communication tools in an integrated way to deliver a unified
message: The high quality of its services.
Emirates portrays the lofted quality of its airline services as an underlying theme for all its marketing
activities.

Emirates' Integrated Marketing Communication Channels:

Television commercials
Print advertisements
Sponsorships
Charitable foundations
In-plane advertisements
Internet marketing
Trade Promotions.
The above communication tools have helped Emirates to appeal to a large number of travelers all over
the world, and create a positive vibe all-around.
Here’s an example of one of their integrated marketing communications via print media:
Emirates Print Advertisement Integrated Marketing Communication
Emirates' Hello Tomorrow Television Campaign
 Case Study 3: Wells Fargo

Wells Fargo is a financial services giant and world's third-largest bank. Despite being ridden with scams,
the company turned to integrated marketing and rebranding efforts to win back the trust of its customers
and stakeholders.
The bank's latest integrated marketing campaign is called ‘This is Wells Fargo.’

Wells Fargo's Integrated Marketing Communication Approach:

Ads themed around the development of Control Tower, a feature that provides customers with secure
and centralized access to their account information.

Another ad features Financial Health Bankers who provide financial advice targeted towards millennials.
These ads are supplemented by tweets like the ones below that offer security tips to their customers.
The company offered a comprehensive description of the ‘This is Wells Fargo’ campaign through a 2-page
print ad in the Wall Street Journal.
Wells Fargo combined the above-integrated marketing communication channels to develop a well-
rounded campaign that was very well received by its audience.
All marketing communication highlights the confluence of people and technology, which is vital to
transforming Wells Fargo’s customer experience.

Wells Fargo's Integrated Marketing Communication Channels:

Print
Broadcast
Online
Mobile
 Case Study 4: Taco Bell

Taco Bell is one of the large restaurant chains under the Yum! Brands portfolio. A couple of other brands
that fall under its ambit are KFC and Pizza Hut. The Mexican-cuisine inspired fast-food chain, operates
with over 6,650 restaurant chains and rings in 46 million customers a week.

Amongst the chains under the Yum! Brands portfolio, Taco Bell, was the most profitable. They had great
advertising campaigns like the 'Yo Quiero Taco Bell' campaign that starred a Chihuahua with an attitude
who grew into a pop-culture icon. The ads created the highest advertising awareness for the chain and
positioned Taco Bell as a cool place to eat.
However, Taco Bell's marketing approach changed after the recession. By 2011 Taco Bell was coming off
its 3-year slump when the marketers at Taco Bell decided to change things up.
DraftFCB, Taco Bell's advertising agency designed an integrated marketing campaign to position TB as a
multicultural experience of food.

Taco Bell's Integrated Marketing Communication Approach:

Taco Bell launched a new campaign slogan, 'Live Más' (más is Spanish for 'more'), to make the brand
attractive and relevant to young, and cross-cultural consumers.
The company rolled out new products and an upscale menu to penetrate the market of health-conscious
customers. It co-branded with Doritos to launch the famous DLTs (Doritos Locos Tacos). A huge buzz
created by the integrated marketing effort made DLTs responsible for nearly a quarter of the Taco Sales.
They consequently posted an 8% increase in sales.
Taco Bell DLT integrated marketing communication campaign

Taco Bell's Integrated Marketing Communication Activities included:

 A commercial based on a Youtube video of a customer who drove 900 miles to try the DLTs. A
montage of Instagram posts in which customers were trying the DLTs for the first time.
 Influencers were identified amongst the fans and were invited to try the DLTs which motivated
them to spread the word about DLTs through their social media channels.
 The company launched a 60-second Super Bown Ad on the Live Mas theme featuring a bunch of
senior citizens sneaking out of their retirement home to party. After a long night of crazy pursuits,
they finish at Taco Bell for a bite before heading back. This ad received a lot of attention on social
media and drove a lot of traffic towards the brand.
 A Taco Bell Mobile Ordering and Payment App was launched.
 Taco Bell tested platforms such as Periscope to live stream launch of a new product to catch the
attention of Generation Z.
 Taco Bell has now started the Taco Bell Live Mas Scholarship supports innovators, creators, and
dreamers who want to make a difference in the world.

Taco Bell's Integrated Marketing Communication Channels:

Social Media
Television
Advertising at high profile events
Influencer marketing.
Taco Bell combed through their social media feeds to find user-generated content that they broadcasted
on their TV spots. It seamlessly integrated two channels which were until then believed to be
incompatible.
Conclusion
From the above campaigns, we can conclude that traditional and digital channels are leveraged for their
relative strengths. In a few situations, digital and traditional channels are also used to supplement each
other through a campaign.