The objective of this case study
Is to ...
Investigate the online advertising efficiency.
Present the `Best Practices` in this domain.
To outline the online advertising opportunities.
Theme: Send Christmas wishes
- brand awareness
- personalization of the public profile page
- 2 weeks (15.12 - 31-12.2009)
- female, male
4 - age between 25-35 years
Neogen profile skin
Public profile pages are the most accessed pages on the site, with over
810,000 impressions daily, from 460,000 unique visitors which view on
average over 17,000 unique profiles daily.
Users access these pages to see updates, pictures, videos, etc. posted by
other users and to see new profiles created on the site.
For the Petrom advertising campaign we developed a skin profile, for
holidays, for all users aged 25 to 35 years (approximately 1 million users
Neogen). Other users were able to personalize their profile page if they
actioned the personalized button `Add skin profile`.
We also posted a message from Petrom, in the user description field:
Petrom puts online all the good thoughts! Write and you a message to
your loved ones on www.petrom.com/christmas and everyone will see it
on the site! Happy Holidays!
Were viewed a total of over 2.5 million pages of personalized
brand profile Petrom.
Over 22,000 users have added to their Neogen profile the Petrom
skin. This shows that Neogen users want to be closer to the
brand, because they reacted in a positive way and did not
considered it as a form of aggressive promotion. Appropriate use
of the online component in a promotion campaign has only
positive effects, especially in the capital of image.
Neogen visitors generated approximately 10,000 visitors to the
Folowing a continuous improvement process will lead to a
permanently surpass the objectives and the limits setted.
The Online is a great marketing medium. Advertisers that
have already understood the importance of the online
component in the promotion strategy, must constantly seek
more efficient methods of communication.
The secret ingredients in defining an effective advertising campaigns
Age | Sex | Location | Interests
Count the number of
Displays, Clicks, Visits, Read messages etc.
Instruments and advertising spaces
Message, Text ads, Banners etc.
First page, Games, Chat, Dating etc.
Neogen uses advanced targeting criteria to ensure that no
ads display are wasted.