…and “Go” they did!

A great blog post from Yahoo! Monday with another example of great brand work ringing the cash register.

This Quaker campaign certainly created a personal impact for me and the data from Y! proves I have *lots* of company in that regard.  Remember when this ran – March of 2009, the very blackest bottom of the financial meltdown.  The message was positive, energizing and timely.  A great combination that clearly activated customers.  According to Nielsen, the campaign generated $1.2M incremental sales.  Estimating that the 2 half-day Y! FP executions described cost ~$300K each that would yield ~100% ROI.  Not too shabby.

Yet more proof that well-executed brand campaigns efficiently drive sales where it matters: offline.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of Brand.net, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to Brand.net, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

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