Our agency participated in a unique family project this past spring and summer. Neil Haskell – the younger brother of our media planner/buyer Erin Haskell – made it into the Top-20 lineup of dancers who competed in the Fox reality show, So You Think You Can Dance. When Erin heard the news, her intuitive marketing sense kicked into high gear. She immediately contacted a photographer friend, Scott Southerland, to set up a photo shoot of Neil. She called and emailed everyone she knew to make the announcement and solicit support. Then each Wednesday she reminded everyone via email, and at the coffee pot in the CWA kitchen, to tune in to the show that night and vote for Neil. Her sister, parents, and two other brothers did the same.
Then each of those people told two friends.
There’s no way to quantitatively measure the demographic reach of the Neil Haskell Media Plan. But we’d like to think that Erin and company’s efforts – including our frenzied, cell-phone-speed-dial voting each week – contributed to the resulting ROI, as Neil danced his way through round after round.
In fact, Neil stayed in the running all the way to the season finale, and now he’s going on tour with the Top 10.
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