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NZ case study: MSN puts smile on Aveeno Face campaign
BRIEF: Excite potential customers about Aveeno Facial Care range
CLIENT: Aveeno
TARGET AUDIENCE: 25-54 females
PLATFORMS: MSN.co.nz and Windows Live Hotmail
AGENCY: OMD
Campaign overview
Skincare is a personal thing. Customers know what they like. So it’s tough to excite entrenched brand users to try something new. Taking a significant slice of its budget online, Aveeno and agency OMD took a longitudinal view, opting for a two-phased campaign that would make a decent far-reaching impression, and encourage product trial. Targeting was one thing and an easy box to tick. The other was contextual relevance – being where people are primed to receive your messages. And this is where MSN.co.nz really helped, its flagship health, beauty and lifestyle categories offering the right context for Aveeno’s campaign. The combination of audience mass, targeting, and context driven placement delivered both cut through and superior engagement.
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