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Response Media was challenged with creating and executing a 30-day viral marketing campaign to promote a major feminine product brand’s new product to women, aged 16-34. Success metrics included total number of product sample requests, level of site engagement, and overall viral traffic.
Response Media first created a unique “Free Goodies Box” micro site located separately from the primary brand site. Designed around the idea of a simple and easy to use e-Care Package, the “Free Goodies Box” when opened by a visitor offered several branded items including: a free product sample, newsletter, e-cards, and downloadable screensavers, among other items. The “Free Goodies Box” enabled visitors to experience and engage the brand on a more fun and lighthearted level than typically found with feminine hygiene sites. The micro site also offered visitors an easy to use “Send to a Friend” button for viral capability. Finally, a highly targeted email campaign was used to drive site traffic over a two week period.
The overall campaign results toppled all records to date. Within the 30-day campaign period, impressions totaled 4.2M with CTR over goal by 180%. Engagement of the micro site reached 75,000 unique visitors with over 100,000 page views. The total number of product sample requests exceeded goal by 167%. Viral usage far exceeded expectations achieving a CTR of over 50% accounting for 10% of all samples requested
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