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- 18 May 2015
- Research & Ideas
Advertisers Get Serious About Playing With Their Brands
many Facebook friends as possible. "Coke was proud to say it had more followers than any other brand," Deighton says. "But that lost favor." Next, online marketers deemphasized treating social media as a broadcast medium and instead focused on generation of View Details
- 07 Dec 2016
- HBS Case
Why Millennials Flock to Fintech for Personal Investing
through direct ads or referrals by early adopters who post about their services. “Their way to capture clients is through viral acquisition,” says Viceira. Lastly, fintech firms save costs by outsourcing... View Details
- 13 Mar 2019
- News
The First Five Years: Sierra Smith and Taylor Wiegele (both MBA 2017)
it was an incredible example of the power of marketing, regardless of whether you have a better product.” Wiegele: “Since I design our ads and run our marketing, I’m always thinking about the ‘Dumb Ways to Die’ case and the Science of... View Details
- 19 May 2020
- News
Exploring the Economics of a Pandemic; Alumni Forums Draw Closer Online
a safe port in this viral storm we are living through.” Zablatsky agrees, adding that while the pandemic has changed the dynamics of Forum, it has not diminished the positive impact. “I think the virtual... View Details
Keywords: Margie Kelley
- 28 Aug 2012
- First Look
First Look: August 28
agency. This case is intended to discuss whether Mekanism should 'evolve' into an ad agency or keep focused on producing and distributing viral marketing content. Purchase this... View Details
Keywords: Sean Silverthorne
- 14 Sep 2016
- Research & Ideas
Web Surfers Have a Schedule and Stick to It
users. The typical household also spends more than a third at an enormous variety of specialized sites. Targeting specialized readers at the entire site is another approach. FUTURE STUDIES In addition to adding more recent data to the... View Details
- 20 Jul 2020
- News
Responding to Racism Amid a Pandemic; LGBT Alumni Take Pride Celebration Online
viral spread. “She also talked about the protests and policing,” says Adams. “She said when she had worked on the city’s board of supervisors prior to becoming mayor, they eliminated the chokehold. She said it was not easy, but a start.... View Details
Keywords: Margie Kelley
- 17 Nov 2020
- In Practice
How Retailers Can Thrive in a Shopping Season Like No Other
capacity to fulfill the high volume of orders is going to be challenging for many retailers and third-party logistics companies. Some companies like Walmart are adding pop-up centers for online orders inside the distribution centers that... View Details
- 06 Mar 2012
- First Look
First Look: March 6
Science of Viral Ads Author:Thales Teixeira Publication:Harvard Business Review 90, no. 3 (March 2012) Abstract It's the holy grail of digital marketing: the viral ad, a pitch... View Details
Keywords: Sean Silverthorne
- 25 Mar 2014
- First Look
First Look: March 25
School Case 514-079 Dumb Ways to Die: Advertising Train Safety (A) The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept... View Details
Keywords: Sean Silverthorne
- 10 Dec 2014
- News
Front-Row Seat
national interest was still going strong—but it was losing millions of dollars a year. Something had to change. Bradley, a slim, silver-haired man in his early 50s, spoke clearly but softly—a viral infection had damaged his vocal cords... View Details
- 27 Sep 2011
- First Look
First Look: September 27
but impressive digital empire, riding waves of viral content. CEO Ben Huh prided himself on his ability to go from idea to implementation in just a few days, but this just-in-time method made strategic planning difficult. Profitable from... View Details
Keywords: Sean Silverthorne
- 12 Jul 2021
- News
Alumni Confront the COVID-19 Crisis
Massachusetts,” he says, adding that his goal is to “put ourselves out of business.” DECEMBER 15 Eighteen months ago, when Bill Hatanaka (AMP 115, 1994) was appointed the inaugural chair of the Board of Ontario Health, the organization... View Details