The Challenge
An established retail cosmetics company was seeking to generate awareness for their new ‘direct-to-consumer’ presence on the web. The 3Rings team was brought in to help.
The Method
Aside from the obvious goal of increasing awareness and revenue, the most important issue was to be able to track the effectiveness of the campaign. Did new customers respond to the marketing campaign? Where did they come from? It was decided to launch a radio ad campaign on a local Top-3 morning radio program in New York City. The ad directed listeners to the client’s website and contained a key word that a customer would type into a “Coupon Box” on the Check Out page to receive a discount. 3Rings wrote, directed and produced the ad in our in-house studio in one day, including providing original music.
Result
The ad campaign wildly successful – ultimately accounting for an increase of 30% to the client’s revenue during the first two months the spots ran. The 30% was completely trackable via the use of the key word in the spot. The campaign eventually went viral with friends posting on sites about the company and offer and the percentage grew even more. We recently went national with the campaign and the percentages continue to climb.
