How were TNSF and TBL implemented by Miguel Torres?

 

June 25, 2016

Bingyi Wu

The TORRES marketing and sustainability case is published by HBP (Havard Business Publishing). Here is the abstract of the case:

Torres_wine_cellars

“The more we care for the earth, the better our wines…”

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Effectiveness of the “First Kiss”

June 23, 2016

Bingyi Wu

 

Ad Campaign Background

Wren, a not big American clothing brand, launched its seasonal campaign by uploading a seasonal viral video just as usual in May 2014. However, this one – First Kiss was extremely successful. The New York Times honored it as one of the most influential ads. Only within one week, the video had been viewed more than 61 million times (now is about 100 million times). As the founder said, Wren’s sales in the online store were up over 13,600% compared to the week before First Kiss was released. Traffic to the Wren website was up 14,000%, and 96% of those visitors are new to the site.

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