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CASE STUDY: Clinque for Men & Times Online

Provided by News UK
Times Online provided Clinque with the ideal channel to attain strong success, effectively achieving all campaign objectives.

What was the Challenge / Background of the Campaign?

Clinique is an upmarket cosmetics brand against animal testing. They wanted to launch their skin products targeted at men. They wanted to be able to measure building awareness, favorability and intent to purchase and needed a platform with which to bring this alive and to get good exposure to a shared key target audience.

What was the Campaign Objective?

Campaign Objectives: Clinique were looking for an effective way to communicate the benefits of Clinique Skin Supplies for Men to upmarket men aged 18-35. The main aims of the campaign were to raise awareness of the brand and to increase favourability and therefore propensity to purchase among this key target audience.

What was the Solution?

Times Online Solution: Times Online offered Clinique a 'Style for Men' microsite including banners and skyscrapers linking to Clinique's site. In addition banners and skyscrapers leading to the 'Style for Men' microsite were placed throughout Times Online.

What were the Results?

Research was carried out by Dynamic Logic using a control vs. exposed methodology, i.e. those unaware of the Clinique advertising compared with those who had been exposed to the campaign. As well as delivering high numbers of unique visitors and directing traffic to Clinique's website, Times Online consistently delivered on Clinique's key objectives amongst all respondents and more specifically amongst their target audience. Style Microsite for men: 33,000 unique users and banners & skyscrapers: Over 1,000 click-throughs to Clinique's site.

What were the Key Learnings of this Campaign?

Exposure on a platform that relates to the key target audience with effective use of baners and skyscrapers creates major click-throughs and high coverage for that brand, delivering high numbers of unique users/visitors and achieving the objectives of the campaign.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsUpmarket men aged 18 - 35.Times circulation of 600,962
16 - 24
25 - 34
Male
AB
LOCAL MEDIA / NATIONAL
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
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