Background

Campaign Objectives

Campaign demonstrates cross media ad effectiveness of the Mail brand with a 27% increase in purchase behaviour following campaign

ImplementationThe Daily Mail worked with ZenithOptimedia to develop an integrated, creative and measurable campaign to meet L’Oreal’s objectives. The campaign, which ran for 2 months exclusively on dailymail.co.uk between 11th February 07 and 31st March 07 comprised a range of different creative sizes - including super banners, super skyscrapers and MPUs - designed by AND’s in-house team that were targeted at the site’s ABC1 Females 35-50 readers in the Femail and You channels.

These creative’s, together with the 1 email burst to our in-house database linked to a microsite which communicated the key benefits Revitalift and of being fabulous at 40.

ResultsAND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the on/offline activity.

The campaign successfully reached the target audience of ABC1 Women 35-50 year olds

• Robust sample sizes – 1,750 respondents• Average age group 43

L’Oreal wanted to raise awareness of their Revitalift brand amongst their target audience of ABC1 Females aged 35-50. They were also looking to consolidate Revitalifts image at the forefront of innovation.

For more information please telephone 020 7752 7400

• Recruit new users• Consolidate “Revitalift’s” image• Increase ‘call to action’

….. and shifted key branding metrics

• Spontaneous brand awareness increased by 4%

• Purchase Behaviour increased by 27%

• Brand Communication increased by 13%

SummaryThe Daily Mail and the Dailymail.co.uk successfully shifted key branding metrics and supported overall brand marketing efforts.

9.0%

30.0%

46.9%

11.4%

34.0%

45.0%Brand

awareness

PurchaseBehaviour

BrandCommunications

Non-exposed Exposed

4%

27%

13%

Cross media case study-Cosmetics

A 10x7 colour ad in the Daily Mail also drove newspaper readers to the site to find out more.

“The L’Oreal campaign was a great success as it not only successfully shifted brand awareness it also saw overall favorability of the brand rise .”

“This was a great example of advertising that works. We were particularly happy with the consumer response and the overall increase in purchase behaviour.”

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