FedEx

Problem

FedEx, like most firms during the recession, needed to cut costs to stay afloat. It had been a regular TV advertiser during the Super Bowl, but decided to take a pass in 2009. The $3 million price tag, for just one TV spot, no longer seemed smart. This led to a review of its TV advertising in general.

It needed a way to keep its brand awareness up, but at a much lower cost than TV.

Social Media Solution

FedEx's advertising agency suggested reducing its annual TV costs by using a dedicated YouTube channel instead.

The agency wrote and produced five three-minute films and also integrated FedEx's social media campaigns with its Web site.

Success

FedEx will save upwards of $10 million annually by shifting some of its media mix from traditional to social media.