Best practice from Pigsback.com
Comfort were launching two new fabric softener fragrances, Tempting Nature and Tropical Burst, and were looking for online solutions to support their above the line advertising. In particular they were looking to raise awareness and knowledge of the new products, and to drive traffic to their own site for people to enter a competition to win a luxury holiday and, critically, to sign up to receive a free sample of one of the new fragrances.
The Comfort media plan included placements on mutiple websites, including Pigsback.com. The Challenge for Pigsback.com was to create a campaign which delivered on all of the Comfort objectives (brand awareness, product education and trial) in a way which was entertaining and engaging for the members.
A brand feature on the site positioning key product information alongside competition and sample details, acting as the main gateway between the Pigsback.com members and the Comfort site.
Pigsback.com designed a site page to complement the creative used in the national campaign, with a number of key elements,
- Strong product visuals to aid identification in store
- Product information
- Competition details
- Sample details
To add an exclusive element to the campaign, Pigsback.com members were entered in to a weekly draw to win a small prize (£50 TopShop vouchers) when they requested their sample. Entry into this and all other elements required the member to click through to the Comfort site.
Over the 16 week duration of the campaign, it was promoted to the Pigsback.com member using a variety of communication tools including:
- Regular promotion on the Pigsback.com homepage in a variety of places
- Insertion in 600,000 highly targeted emails
The campaign was proactively managed to ensure that the Pigsback.com members were exposed to each element in equal measures, thus ensuring that Comfort’s product positioning objective was met alongside those for competition entrants and sample requests.
Members were also encouraged to send the information to their friends, who could then join Pigsback.com and benefit from all the campaign elements.
Over the 16 week duration of this campaign
- 90,000 visits to the Pigsback.com offer page
- 65,000 visits to the Comfort site
- 63,000 sample requests
MindShare Interaction's James Molyneux said, “We are extremely pleased with the delivery from Pigsback.com. It’s interesting that whilst they did not necessarily have the biggest reach across all the publishers running this campaign, they delivered the highest percentage of sample requests and provided excellent levels of engagement and interaction with Comfort”.
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