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The marketing team at Pier 1 Imports chose a challenging time to launch a new campaign. Bank of America had just gobbled up Merrill Lynch, several of the nation’s largest investment firms had buckled down and were receiving TARP money, and in the midst of it all, panic-stricken consumers just weren’t buying.
Pier 1 forged ahead with a search advertising campaign in partnership with Google. And, looking back, said Jeff Haddox, direct marketing analyst at Pier 1, the results defied the circumstances.