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CASE STUDY Origins launch new range with Guardian Plus microsite

Provided by Guardian Newspapers Limited
Guardian Brand Partnerships created a campaign encouraging people to lead an organic lifestyle & show how Origins Organics helps

What was the Challenge / Background of the Campaign?

Origins' mission is to promote beauty and wellness through good-for-you products and feelgood experiences. When Origins launched the new 'Origins Organics collection' this was the first line of premium skin, body and hair care products that carried the USDA's National Organic Program's certification. Origins wanted to celebrate the launch of the new range and increase awareness of their commitment to the environment. Guardian Plus created a campaign to encourage and enable people to lead an organic lifestyle and show how Origins Organics fits into that lifestyle.

What was the Campaign Objective?

To celebrate the launch of the new range from Origins as well as increase awareness of the Origins brand and its environmental and ethical commitment.

What was the Solution?

The main vehicle of the campaign was a specially designed Origins Organics microsite on The microsite hosted an interactive "Organic Living" map displaying Origins outlets, organic cafes and restaurants, organic farmers markets and organic lifestyle shops. Also a user generated content mechanism where visitors to the site were able to add reviews and ratings to the editorial suggestions and two competitions (with data capture mechanics) to win an all organic weekend and a full range of Origins Organics products.

What were the Results?

The microsite was promoted across via 2.8 million co-branded traffic drivers and 2.7 million editorial sponsored link placements. The microsite attracted over 11,000 unique visitors, spending an average of four minutes on the site. The competitions were also extremely popular with 8,344 entries.

What were the Key Learnings of this Campaign?

Origins found that people were conscious of what they put on their skin, but were unsure of the benefits of organic products and where to find them. The microsite created by Guardian Plus helped to achieve the objectives of celebrating the new Origins range and and increasing awareness of Origins brand and its environmental and ethical commitment.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsThe microsite attracted over 11,000 unique visitors
25 - 34
35 - 44
45 - 54
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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