SlideShare une entreprise Scribd logo
1  sur  8
G S K - C o ld r e x
Online campaign
The Campaign objectives
   T h e c h a lle n g e
   -Build an online campaign in line with the TV concept communication, but using
   internet advantages
   -Usage of internet for better measuring the response  CTR above the market
   average
   –Not having a Coldrex website, asked for a solution to bring people to a landing
   page as well
   O b j e c t i v e : Raise Coldrex awareness in the cold weather

W h e r e d o w e f in d p e o p le
w h e n t h e y c a t c h a f lu ?

•They stay at home, probably watching TV,
surfing the internet, leisure activities which
don’t imply going out in the cold


                                                                      TV spot
                                                                                      2
Approach



•   The campaign is a very contextual and targeted, made of banners, built
    according to the creative message “Don’t let cold & flu ruin your special
    moments”

•   We identified the special moments and we found the websites offering
    solutions to benefit from those special moments

•   Due to the seasonality of the product and the campaign timing, we tried to
    identify the leisure activities / going out opportunities that are in fact the
    special moments of the season, which can be shadowed by feeling sick:
     – going out on Friday or Saturday evening, movies, concerts, bars and restaurants,
       theater, football games, Halloween Party, Christmas Party etc.




                                                                                          3
Approach



The result was a campaign which was:
     – very much i n l i n e with the current TVC
     – c o n t e x t u a l – the message is relevant to what the internet user is looking for
     – i n t e r a c t i v e –it invites the user to play with it, which makes the message
       more memorable; at the same time, the required engagement is minimal, only
       one mouse over
The concept’s title is “I’d like that
too...” and builds upon the idea, that
cold stops us from doing things we
want to do.

The landing page of the campaign
was the Coldrex advertorial, placed
on each website the campaign was
on.
                                                                                                4
Execution




            5
Reach and unique interactions in bamner




The most users (~80%) exposed to the message have responded one way or another:
either mouse over, click.




                                             Data provided by Gemius adserver, March 2012   6
Results | Click rate for standard/intelligent




•   The highest click rate for standard banner was          •   The highest CTR for intelligent banners was
    reached by 220.ro, with 1,99%                               registered by ziare.com, of 2,53%




    The average for the market is 0,1% and for Starcom 0,25%  the campaign CTR is high above them, showing that
    the interaction in the banner made the user curious to read more about the product.




                                                                Data provided by Gemius adserver, March 2012   7
Results | summary




The intelligent banners registered a higher CTR, but close to the standard one.


The standard ones also registered very good results because of their appropriate targeting.




                                                                      Data provided by Gemius adserver, March 2012   8

Contenu connexe

Tendances

BrightOn Travel - "Personalisation: Using social to sell more" by Bruce Martin
BrightOn Travel - "Personalisation: Using social to sell more" by Bruce MartinBrightOn Travel - "Personalisation: Using social to sell more" by Bruce Martin
BrightOn Travel - "Personalisation: Using social to sell more" by Bruce Martin
CWT Digital
 

Tendances (8)

DMO 2.0 Skip Engagement: From Awareness to Conversion
DMO 2.0 Skip Engagement: From Awareness to ConversionDMO 2.0 Skip Engagement: From Awareness to Conversion
DMO 2.0 Skip Engagement: From Awareness to Conversion
 
Venture Fast Track - Scaling with Sales and Marketing, and Defining KPIs
Venture Fast Track - Scaling with Sales and Marketing, and Defining KPIsVenture Fast Track - Scaling with Sales and Marketing, and Defining KPIs
Venture Fast Track - Scaling with Sales and Marketing, and Defining KPIs
 
Split testing vs personalisation: is there a winner?
Split testing vs personalisation: is there a winner?Split testing vs personalisation: is there a winner?
Split testing vs personalisation: is there a winner?
 
Famous user-generated content marketing campaign - JustKapture Innovations
Famous user-generated content marketing campaign - JustKapture InnovationsFamous user-generated content marketing campaign - JustKapture Innovations
Famous user-generated content marketing campaign - JustKapture Innovations
 
The other side of the fence: Agency and DMO life lessons | Grace Goodman | #S...
The other side of the fence: Agency and DMO life lessons | Grace Goodman | #S...The other side of the fence: Agency and DMO life lessons | Grace Goodman | #S...
The other side of the fence: Agency and DMO life lessons | Grace Goodman | #S...
 
appssavvy - NOAH13 London
appssavvy - NOAH13 Londonappssavvy - NOAH13 London
appssavvy - NOAH13 London
 
BrightOn Travel - "Personalisation: Using social to sell more" by Bruce Martin
BrightOn Travel - "Personalisation: Using social to sell more" by Bruce MartinBrightOn Travel - "Personalisation: Using social to sell more" by Bruce Martin
BrightOn Travel - "Personalisation: Using social to sell more" by Bruce Martin
 
Social media and Barnes and Nobles
Social media and Barnes and NoblesSocial media and Barnes and Nobles
Social media and Barnes and Nobles
 

En vedette

Seminario BM25 extension uniud
Seminario BM25 extension uniudSeminario BM25 extension uniud
Seminario BM25 extension uniud
Manuel Bitto
 
Geometria a girona
Geometria a gironaGeometria a girona
Geometria a girona
VANYY
 
Raspechatyvaem prezentaciyu
Raspechatyvaem prezentaciyuRaspechatyvaem prezentaciyu
Raspechatyvaem prezentaciyu
rinilein
 
pemrograman visual ku
pemrograman visual kupemrograman visual ku
pemrograman visual ku
rizkautammy
 
Orlando Florida
Orlando FloridaOrlando Florida
Orlando Florida
3Dequipo
 

En vedette (17)

Samsung GTS
Samsung GTSSamsung GTS
Samsung GTS
 
Autentyki z akt sądowych cz.2
Autentyki z akt sądowych cz.2Autentyki z akt sądowych cz.2
Autentyki z akt sądowych cz.2
 
Seminario BM25 extension uniud
Seminario BM25 extension uniudSeminario BM25 extension uniud
Seminario BM25 extension uniud
 
Autentyki z akt sądowych w USA
Autentyki z akt sądowych w USAAutentyki z akt sądowych w USA
Autentyki z akt sądowych w USA
 
Fanpage LEX - nowe możliwości
Fanpage LEX - nowe możliwościFanpage LEX - nowe możliwości
Fanpage LEX - nowe możliwości
 
Presentacion comercios benejuzar
Presentacion comercios benejuzarPresentacion comercios benejuzar
Presentacion comercios benejuzar
 
Top 10 bezczelnych kradzieży
Top 10 bezczelnych kradzieżyTop 10 bezczelnych kradzieży
Top 10 bezczelnych kradzieży
 
Geometria a girona
Geometria a gironaGeometria a girona
Geometria a girona
 
how important are smartphones really?
how important are smartphones really?how important are smartphones really?
how important are smartphones really?
 
Raspechatyvaem prezentaciyu
Raspechatyvaem prezentaciyuRaspechatyvaem prezentaciyu
Raspechatyvaem prezentaciyu
 
The Shining Star Camp, Summer Camp in Delhi by Presidium School
The Shining Star Camp, Summer Camp in Delhi by Presidium SchoolThe Shining Star Camp, Summer Camp in Delhi by Presidium School
The Shining Star Camp, Summer Camp in Delhi by Presidium School
 
pemrograman visual ku
pemrograman visual kupemrograman visual ku
pemrograman visual ku
 
Humor prawniczy
Humor prawniczyHumor prawniczy
Humor prawniczy
 
Autentyki z akt sądowych cz.1
Autentyki z akt sądowych cz.1Autentyki z akt sądowych cz.1
Autentyki z akt sądowych cz.1
 
Baltimore Ignite 7 Joan Kanner: Waste of Spaces
Baltimore Ignite 7 Joan Kanner: Waste of SpacesBaltimore Ignite 7 Joan Kanner: Waste of Spaces
Baltimore Ignite 7 Joan Kanner: Waste of Spaces
 
Pruebas unitarias con django
Pruebas unitarias con djangoPruebas unitarias con django
Pruebas unitarias con django
 
Orlando Florida
Orlando FloridaOrlando Florida
Orlando Florida
 

Similaire à Coldrex

Point roll webinar_your brand everywhere_december 2011_external
Point roll webinar_your brand everywhere_december 2011_externalPoint roll webinar_your brand everywhere_december 2011_external
Point roll webinar_your brand everywhere_december 2011_external
Michael Zarcone
 
Glass viewoverviewdeck newchapterentertainment
Glass viewoverviewdeck newchapterentertainmentGlass viewoverviewdeck newchapterentertainment
Glass viewoverviewdeck newchapterentertainment
mikeg824
 
General socialmedia
General socialmediaGeneral socialmedia
General socialmedia
visivibe
 
Closing the Loop from Impression to Redemption
Closing the Loop from Impression to RedemptionClosing the Loop from Impression to Redemption
Closing the Loop from Impression to Redemption
Vivastream
 
Branding in the digital age
Branding in the digital ageBranding in the digital age
Branding in the digital age
Sourabh De
 

Similaire à Coldrex (20)

MadMen for the rest of us, without all of the scotch
MadMen for the rest of us, without all of the scotchMadMen for the rest of us, without all of the scotch
MadMen for the rest of us, without all of the scotch
 
Digital Marketing Summit Keynote
Digital Marketing Summit Keynote Digital Marketing Summit Keynote
Digital Marketing Summit Keynote
 
Point roll webinar_your brand everywhere_december 2011_external
Point roll webinar_your brand everywhere_december 2011_externalPoint roll webinar_your brand everywhere_december 2011_external
Point roll webinar_your brand everywhere_december 2011_external
 
Ch 10 pps
Ch 10 ppsCh 10 pps
Ch 10 pps
 
Ch 9 pps
Ch 9 ppsCh 9 pps
Ch 9 pps
 
Best buzz presentationdeck-imw-dma
Best buzz presentationdeck-imw-dmaBest buzz presentationdeck-imw-dma
Best buzz presentationdeck-imw-dma
 
Bmgt 411 week_11
Bmgt 411 week_11Bmgt 411 week_11
Bmgt 411 week_11
 
Glass viewoverviewdeck newchapterentertainment
Glass viewoverviewdeck newchapterentertainmentGlass viewoverviewdeck newchapterentertainment
Glass viewoverviewdeck newchapterentertainment
 
Social Network Class Presentation
Social Network Class PresentationSocial Network Class Presentation
Social Network Class Presentation
 
Overview Of WinGreen Marketing Systems (Scripted)
Overview Of WinGreen Marketing Systems (Scripted)Overview Of WinGreen Marketing Systems (Scripted)
Overview Of WinGreen Marketing Systems (Scripted)
 
Gen-Z Insights: Is Your Brand Ready To Take On The Next Generation?
Gen-Z Insights: Is Your Brand Ready To Take On The Next Generation? Gen-Z Insights: Is Your Brand Ready To Take On The Next Generation?
Gen-Z Insights: Is Your Brand Ready To Take On The Next Generation?
 
General socialmedia
General socialmediaGeneral socialmedia
General socialmedia
 
Introduction to Digital Marketing - 2015
Introduction to Digital Marketing - 2015Introduction to Digital Marketing - 2015
Introduction to Digital Marketing - 2015
 
Digital Measurement
Digital MeasurementDigital Measurement
Digital Measurement
 
Digital Market POV - Dominique-Sebastien Forest
Digital Market POV - Dominique-Sebastien ForestDigital Market POV - Dominique-Sebastien Forest
Digital Market POV - Dominique-Sebastien Forest
 
Closing the Loop from Impression to Redemption
Closing the Loop from Impression to RedemptionClosing the Loop from Impression to Redemption
Closing the Loop from Impression to Redemption
 
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and toolsHow to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
 
Branding in the digital age
Branding in the digital ageBranding in the digital age
Branding in the digital age
 
Test
TestTest
Test
 
Get Social
Get SocialGet Social
Get Social
 

Dernier

The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai KuwaitThe Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
daisycvs
 
!~+971581248768>> SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUD...
!~+971581248768>> SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUD...!~+971581248768>> SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUD...
!~+971581248768>> SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUD...
DUBAI (+971)581248768 BUY ABORTION PILLS IN ABU dhabi...Qatar
 
Mifepristone Available in Muscat +918761049707^^ €€ Buy Abortion Pills in Oman
Mifepristone Available in Muscat +918761049707^^ €€ Buy Abortion Pills in OmanMifepristone Available in Muscat +918761049707^^ €€ Buy Abortion Pills in Oman
Mifepristone Available in Muscat +918761049707^^ €€ Buy Abortion Pills in Oman
instagramfab782445
 
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pillsMifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Abortion pills in Kuwait Cytotec pills in Kuwait
 

Dernier (20)

The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai KuwaitThe Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
 
Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
 
Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAIGetting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
 
Putting the SPARK into Virtual Training.pptx
Putting the SPARK into Virtual Training.pptxPutting the SPARK into Virtual Training.pptx
Putting the SPARK into Virtual Training.pptx
 
Over the Top (OTT) Market Size & Growth Outlook 2024-2030
Over the Top (OTT) Market Size & Growth Outlook 2024-2030Over the Top (OTT) Market Size & Growth Outlook 2024-2030
Over the Top (OTT) Market Size & Growth Outlook 2024-2030
 
Falcon Invoice Discounting: Tailored Financial Wings
Falcon Invoice Discounting: Tailored Financial WingsFalcon Invoice Discounting: Tailored Financial Wings
Falcon Invoice Discounting: Tailored Financial Wings
 
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60%  in 6 MonthsSEO Case Study: How I Increased SEO Traffic & Ranking by 50-60%  in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
 
Power point presentation on enterprise performance management
Power point presentation on enterprise performance managementPower point presentation on enterprise performance management
Power point presentation on enterprise performance management
 
Unveiling Falcon Invoice Discounting: Leading the Way as India's Premier Bill...
Unveiling Falcon Invoice Discounting: Leading the Way as India's Premier Bill...Unveiling Falcon Invoice Discounting: Leading the Way as India's Premier Bill...
Unveiling Falcon Invoice Discounting: Leading the Way as India's Premier Bill...
 
Phases of Negotiation .pptx
 Phases of Negotiation .pptx Phases of Negotiation .pptx
Phases of Negotiation .pptx
 
joint cost.pptx COST ACCOUNTING Sixteenth Edition ...
joint cost.pptx  COST ACCOUNTING  Sixteenth Edition                          ...joint cost.pptx  COST ACCOUNTING  Sixteenth Edition                          ...
joint cost.pptx COST ACCOUNTING Sixteenth Edition ...
 
PHX May 2024 Corporate Presentation Final
PHX May 2024 Corporate Presentation FinalPHX May 2024 Corporate Presentation Final
PHX May 2024 Corporate Presentation Final
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
 
!~+971581248768>> SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUD...
!~+971581248768>> SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUD...!~+971581248768>> SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUD...
!~+971581248768>> SAFE AND ORIGINAL ABORTION PILLS FOR SALE IN DUBAI AND ABUD...
 
HomeRoots Pitch Deck | Investor Insights | April 2024
HomeRoots Pitch Deck | Investor Insights | April 2024HomeRoots Pitch Deck | Investor Insights | April 2024
HomeRoots Pitch Deck | Investor Insights | April 2024
 
New 2024 Cannabis Edibles Investor Pitch Deck Template
New 2024 Cannabis Edibles Investor Pitch Deck TemplateNew 2024 Cannabis Edibles Investor Pitch Deck Template
New 2024 Cannabis Edibles Investor Pitch Deck Template
 
Cannabis Legalization World Map: 2024 Updated
Cannabis Legalization World Map: 2024 UpdatedCannabis Legalization World Map: 2024 Updated
Cannabis Legalization World Map: 2024 Updated
 
Falcon's Invoice Discounting: Your Path to Prosperity
Falcon's Invoice Discounting: Your Path to ProsperityFalcon's Invoice Discounting: Your Path to Prosperity
Falcon's Invoice Discounting: Your Path to Prosperity
 
Mifepristone Available in Muscat +918761049707^^ €€ Buy Abortion Pills in Oman
Mifepristone Available in Muscat +918761049707^^ €€ Buy Abortion Pills in OmanMifepristone Available in Muscat +918761049707^^ €€ Buy Abortion Pills in Oman
Mifepristone Available in Muscat +918761049707^^ €€ Buy Abortion Pills in Oman
 
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pillsMifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
Mifty kit IN Salmiya (+918133066128) Abortion pills IN Salmiyah Cytotec pills
 

Coldrex

  • 1. G S K - C o ld r e x Online campaign
  • 2. The Campaign objectives T h e c h a lle n g e -Build an online campaign in line with the TV concept communication, but using internet advantages -Usage of internet for better measuring the response  CTR above the market average –Not having a Coldrex website, asked for a solution to bring people to a landing page as well O b j e c t i v e : Raise Coldrex awareness in the cold weather W h e r e d o w e f in d p e o p le w h e n t h e y c a t c h a f lu ? •They stay at home, probably watching TV, surfing the internet, leisure activities which don’t imply going out in the cold TV spot 2
  • 3. Approach • The campaign is a very contextual and targeted, made of banners, built according to the creative message “Don’t let cold & flu ruin your special moments” • We identified the special moments and we found the websites offering solutions to benefit from those special moments • Due to the seasonality of the product and the campaign timing, we tried to identify the leisure activities / going out opportunities that are in fact the special moments of the season, which can be shadowed by feeling sick: – going out on Friday or Saturday evening, movies, concerts, bars and restaurants, theater, football games, Halloween Party, Christmas Party etc. 3
  • 4. Approach The result was a campaign which was: – very much i n l i n e with the current TVC – c o n t e x t u a l – the message is relevant to what the internet user is looking for – i n t e r a c t i v e –it invites the user to play with it, which makes the message more memorable; at the same time, the required engagement is minimal, only one mouse over The concept’s title is “I’d like that too...” and builds upon the idea, that cold stops us from doing things we want to do. The landing page of the campaign was the Coldrex advertorial, placed on each website the campaign was on. 4
  • 6. Reach and unique interactions in bamner The most users (~80%) exposed to the message have responded one way or another: either mouse over, click. Data provided by Gemius adserver, March 2012 6
  • 7. Results | Click rate for standard/intelligent • The highest click rate for standard banner was • The highest CTR for intelligent banners was reached by 220.ro, with 1,99% registered by ziare.com, of 2,53% The average for the market is 0,1% and for Starcom 0,25%  the campaign CTR is high above them, showing that the interaction in the banner made the user curious to read more about the product. Data provided by Gemius adserver, March 2012 7
  • 8. Results | summary The intelligent banners registered a higher CTR, but close to the standard one. The standard ones also registered very good results because of their appropriate targeting. Data provided by Gemius adserver, March 2012 8