Cross media case study-Cosmetics Background Campaign Objectives Campaign demonstrates cross media ad effectiveness of the ...
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L Oreal 1 Slider

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L Oreal 1 Slider

  1. 1. Cross media case study-Cosmetics Background Campaign Objectives Campaign demonstrates cross media ad effectiveness of the Mail brand with a 27% increase in purchase behaviour following campaign Implementation The Daily Mail worked with ZenithOptimedia to develop an integrated, creative and measurable campaign to meet L’Oreal’s objectives. The campaign, which ran for 2 months exclusively on dailymail.co.uk between 11th February 07 and 31st March 07 comprised a range of different creative sizes - including super banners, super skyscrapers and MPUs - designed by AND’s in-house team that were targeted at the site’s ABC1 Females 35-50 readers in the Femail and You channels. These creative’s, together with the 1 email burst to our in-house database linked to a microsite which communicated the key benefits Revitalift and of being fabulous at 40. Results <ul><li>AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the on/offline activity. </li></ul><ul><li>The campaign successfully reached the target audience of ABC1 Women 35-50 year olds </li></ul><ul><li>Robust sample sizes – 1,750 respondents </li></ul><ul><li>Average age group 43 </li></ul>L’Oreal wanted to raise awareness of their Revitalift brand amongst their target audience of ABC1 Females aged 35-50. They were also looking to consolidate Revitalifts image at the forefront of innovation. For more information please telephone 020 7752 7400 <ul><li>Recruit new users </li></ul><ul><li>Consolidate “Revitalift’s” image </li></ul><ul><li>Increase ‘call to action’ </li></ul>… .. and shifted key branding metrics <ul><li>Spontaneous brand awareness increased by 4% </li></ul><ul><li>Purchase Behaviour increased by 27% </li></ul><ul><li>Brand Communication increased by 13% </li></ul>Summary The Daily Mail and the Dailymail.co.uk successfully shifted key branding metrics and supported overall brand marketing efforts. A 10x7 colour ad in the Daily Mail also drove newspaper readers to the site to find out more. “ The L’Oreal campaign was a great success as it not only successfully shifted brand awareness it also saw overall favorability of the brand rise .” “ This was a great example of advertising that works. We were particularly happy with the consumer response and the overall increase in purchase behaviour.” case study

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