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CASE STUDY: DraftFCB help Vitabiotics to increase sales

Provided by Draft FCB
We worked with Vitabiotics to double their year on year performance using an online niche campiagn.

What was the Challenge / Background of the Campaign?

Vitabiotics have an established product range that is well researched and is suitable for all ages and levels of fitness. 2012 was a breakthrough year for the Vitabiotics affiliate program as we capitalized on good brand awareness and a popular shift towards fitness from the London Olympics. The challenge for 2013 is to maintain momentum from the record breaking 2012 campaign with increased growth and even more ambitious targets.

What was the Campaign Objective?

The objective of this campaign was to continue to to build on the brand awareness built during 2012 and to increase sales.

What was the Solution?

We increased Vitabiotics presence on content websites by launching a detailed and optimized data feed which enables price comparison and data aggregation publishers to incorporate Vitabiotics into their offering. A communication strategy was formulated to identify and engage with niche communities and social networks. Specialty affiliates were recruited to communicate directly with customers who do not necessarily follow mainstream browsing patterns - in particular UK based web users who browse the Internet in their native language.

What were the Results?

The results were very exciting! Affiliate performance in 2013 is projected to double 2012 figures. Q1 2013 exceeded 2012 by nearly 100%. New affiliates engaged with Vitabiotics to start earning significant commissions and new demographics were introduced to existing affiliates through personal recommendations. The revenue generated by the affiliate program for 2013 is projected to be more than double 2012.

What were the Key Learnings of this Campaign?


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