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MSN NZ case study: Digital drums up big crowd for Lynx
Product launch uses perfect mix of performance and premium advertising.
BRIEF: Maximize brand interaction and online traffic to Lynx campaign website
CLIENT: Unilever
TARGET AUDIENCE: Males 15-24
PLATFORMS: MSDR performance network and premium placement on MSN.co.nz and Windows Live Messenger
AGENCY: PHDiQ
Campaign overviewBrand owners like control. When it comes to online, fixing the amount paid for clicks is one way to get it. Little wonder performance-based CPC (cost-per-click) advertising keeps growing. However, studies show that performance advertising works better when it runs in conjunction with premium display, simply because you can’t always expect people to act (click) when they don’t know you; when the spadework hasn’t been done.
Guided by strict e-CPM objectives, but also conscious of contextual factors maximising brand engagement, PHDiQ got the mix right, combining premium placements on msn.co.nz with MSDR performance buys across MSN’s local network.
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