The interactive investment to launch 1-D Moist achieved product trials of more than 150 per cent above the original target before the traditional media push kicked off.
Alongside the better than expected trial and conversion numbers, the interactive promo also allowed the brand to test and run with creative that provided the best click-through. Developed by independent interactive agency Agenda Corporation, the campaign kicked off with stickers on the existing 1-Day pack featuring the minisite address — www.1DMoist. com.hk — to drive the target 25- to 32-year-old female demographic to register for a free trial offer, while also allowing the brand to "upsell" to existing customers.
Alongside the better than expected trial and conversion numbers, the interactive promo also allowed the brand to test and run with creative that provided the best click-through. Developed by independent interactive agency Agenda Corporation, the campaign kicked off with stickers on the existing 1-Day pack featuring the minisite address — www.1DMoist. com.hk — to drive the target 25- to 32-year-old female demographic to register for a free trial offer, while also allowing the brand to "upsell" to existing customers.
Only online media, including MSN, She.com and lady.atnext.com were used to promote the website during the initial launch. Agenda also used the opportunity to test three different creative executions across the 12 online channels to determine which banners achieved the best click-through, according to Magdalena Wszelaki, Agenda's strategic planning VP.
"We tested the creative in terms of the offer, copy and visual across the different channels to identify which banners were giving us the best click-through," she said.
In all, 36 combinations were tested before Agenda picked 'All day comfort' as the core message to match with the right channel, as the campaign moved to its current traditional media phase of TV and print as well as outdoor, outlet promotions and mobile 3G ads to target new customers.
Post-trial, Agenda conducted an online survey and created an interactive zone to build communities, from which the brand launched its frequent user rewards plan.
Vision Care's regional head of interactive marketing Adrian Toy said better than expected results have encouraged J&J to look at increasing spend on the medium. "Our senior management has even set up a regional fund for me to accelerate the usage of emerging media such as mobile, interactive TV and social networking." Toy said Vision Care had stepped up efforts to leverage the web after business units were challenged to move beyond 30-second spots at J&J's global media summit last year.
