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A world-class oral brand tasked Response Media to form a partnership with a photo-sharing website to co-develop an online Holiday Smiles photo contest. Response Media was charged with acquiring engaged consumers, tracking those who converted and developing measurement methods and payout models to calculate ROI — while lowering the brand’s online media costs.
Response Media tested and optimized various creative elements to achieve targeted volumes of desired consumers.
• Response Media developed a campaign that promoted a Holiday Smiles sweepstakes via travel sites, greeting card sites and women’s sites to raise the level of consumer response and engagement.
• The program acquired over 2 million contest registrants. Coupon downloads achieved fulfillment cap by the 3rd day of the contest. Acquisition goals were exceeded by 74%. Online media costs were reduced by two-thirds, compared to previous online campaigns, while ROI measured 68:1. The photo sharing site memberships increased 5-fold.
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