CASE STUDY: “Why MySpace is an Engaging Place Online for CPG Marketers”
Crest needed a way reach the elusive 18-34 consumer
An interactive and engaging plan was needed to interact with this consumer
Success metric was driving click-through to CrestIQ.com and consumer
engagement with brand content
MySpace Helped Crest Reach Their Goals!
Audience Audience THE APPROACH 1-to-1 Media Audience Advertising Public Relations Blogs, Boards, Podcast, RSS Social Networks Audience Old Engagement Model: One-to-One New Engagement Model: Social Advertising Public Relations Engagement is achieved when individuals move from “ response” mode to “actively” fostering a relationship. Crest created engagement by using various MySpace social networking tools. 1-to-1 Media
THE EXECUTION: MISS IRRESISTIBLE, AND THE CREST iQ QUIZ
Crest utilized their brand’s
“ irresistibility” to create the
fictional Miss Irresistible to host
the Crest / MySpace
Miss Irresistible gave MySpace
users advice on how they could
become more irresistible.
THE EXECUTION: BRANDED CONTENT PROMOTES INTERACTIVITY
Crest tapped into users 18-34 by
asking them “How Irresistible
They did this through the Crest
Irresistibility Quiz within Miss
Irresistible’s profile page, where
users could find out how
irresistible they were, and enter a
Once users began the Crest
Irresistibility iQ Quiz, they would
get through a few questions,
and then be automatically
redirected to the Crest.com
website to take the remaining iQ
This promoted additional
engagement and follow through
to the Crest.com page.
THE EXECUTION: GAINING VALUABLE CLICK-THROUGHS Promoting Click-Through
THE EXECUTION: MISS IRRESISTABLE, AND THE CREST iQ QUIZ
Crest utilized additional
branded content with MySpace
page skins that users could
download and use to reskin
their personal MySpace pages.
This gave users the ability to
not only create a unique and
decorative MySpace page, but
also keep interaction with Crest
going long after they were on
THE EXECUTION: MISS IRRESISTABLE, AND THE CREST iQ QUIZ Crest furthered the interaction between their brand and MySpace users by having an exclusive chat with actor Nick Cannon that users could only participate in if they became a friend of Miss Irresistible Featured Events
MySpace was #1 on Crest’s Online Plan for
Driving Click-Throughs to CrestIQ.com!
Over 4 Page Views per User visit!
Extended Relationship and
deep brand engagement!
Over 180,000 Quiz Participants! (#1 in Quiz Participation on Crest’s Online Plan)
Over 4,166,277 Featured Profile Page views
Over 1,064,212 Unique Visitors to Profile
Over 1,000,000 Branded Download Views and 110,000 Downloads