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Case study: How MSN gingered up Recipe Finder launch with new advertising format
When MSN launched Recipe Finder, the definitive online cooking bible, it considered two broad approaches.
One was 'slow burn', peppering the MSN website with targeted banners to build recognition and awareness over time. The other was what might be termed 'big bang', firing a concentrated 'blast' to grab attention and prompt click-through.
In weighing up its options, MSN decided brand launch was best supported by a strongly visual platform with sufficient pressure to arrest attention and draw people away from immediate content to the new offering.
