CASE STUDY:“Why MySpace is an Engaging Place

Online for CPG Marketers”

THE PROBLEM

• Crest needed a way reach the elusive 18-34 consumer

• An interactive and engaging plan was needed to interact with this consumer

• Success metric was driving click-through to CrestIQ.com and consumer engagement with brand content

MySpace Helped Crest Reach Their Goals!

Audience

Audience

THE APPROACH

1-to-1 Media

Audience

Advertising Public Relations

1-to-1 Media

Blogs, Boards, Podcast, RSSSocial Networks

Audience

Old Engagement Model: One-to-One New Engagement Model: Social

Advertising

Public Relations

Engagement is achieved when individuals move from

“response” mode to “actively” fostering a relationship.

Crest created engagement by using various MySpace social networking tools.

THE EXECUTION: MISS IRRESISTIBLE, AND THE CREST iQ QUIZ

• Crest utilized their brand’s “irresistibility” to create the fictional Miss Irresistible to host the Crest / MySpace Community.

• Miss Irresistible gave MySpace users advice on how they could become more irresistible.

Engagement Focus

THE EXECUTION: BRANDED CONTENT PROMOTES INTERACTIVITY

• Crest tapped into users 18-34 by asking them “How Irresistible Are You?”

• They did this through the Crest Irresistibility Quiz within Miss Irresistible’s profile page, where users could find out how irresistible they were, and enter a sweepstakes.

Branded Content

• Once users began the Crest Irresistibility iQ Quiz, they would get through a few questions, and then be automatically redirected to the Crest.com website to take the remaining iQ quiz questions

• This promoted additional engagement and follow through to the Crest.com page.

THE EXECUTION: GAINING VALUABLE CLICK-THROUGHS

Promoting Click-Through

THE EXECUTION: MISS IRRESISTABLE, AND THE CREST iQ QUIZ

• Crest utilized additional branded content with MySpace page skins that users could download and use to reskin their personal MySpace pages.

• This gave users the ability to not only create a unique and decorative MySpace page, but also keep interaction with Crest going long after they were on Crest’s profile.

Branded Downloads

THE EXECUTION: MISS IRRESISTABLE, AND THE CREST iQ QUIZ

Crest furthered the interaction between their brand and MySpace users by having an exclusive chat with actor Nick Cannon that users could only participate in if they became a friend of Miss Irresistible

Featured Events

CAMPAIGN RESULTS

MySpace was #1 on Crest’s Online Plan for Driving Click-Throughs to CrestIQ.com!

Over 4 Page Views per User visit! Extended Relationship and deep brand engagement!

• Over 180,000 Quiz Participants! (#1 in Quiz Participation on Crest’s Online Plan)

• Over 4,166,277 Featured Profile Page views

• Over 1,064,212 Unique Visitors to Profile

• Over 1,000,000 Branded Download Views and 110,000 Downloads

Source: MySpace DART, as of 7/24/06