The Challenge
When Tyrell Inc., the maker of Zeno, the award-winning, acne treatment device, re-launched www.MyZeno.com, it realized online advertising would be needed to drive traffic to its Web site. Tyrell enlisted Spur Digital to plan and execute an interactive media campaign to build brand awareness and drive potential customers to its site.
The Solution
Spur Digital developed a creative strategy for planning, buying and placing online advertisements for Tyrell. Spur’s objectives were to create awareness for Zeno, engage target audiences and acquire new customers. Spur also sought to build an e-mail list that can be used for direct marketing.
Campaign Overview
Spur Digital researched online media outlets, developed an online media plan, executed insertion orders and served display and search ads targeting professional females, age 18-35, across the country.
In order to engage audiences and educate them on Zeno, Spur designed and built flash banners to create eye-catching, informative ads. To further gain the attention of viewers, Spur modified the banner design to encourage the viewers to take immediate action.
Flash advertisements were developed with compelling messaging such as “Zeno, This Magic Wand Makes Pimples Disappear,” and “Zeno clearly outsmarts pimples”. Spur served, tracked and measured results for each placement and optimize placement and maximize ROI.
Results
The campaign yielded compelling results in terms of visibility, click-throughs and engagement. Key metrics over the course of the campaign included:
- 39 Million Impressions
- Over 144,000 Visits to www.myzeno.com
- Over 4,000 Newsletter subscriptions
- 0.47% Average Click Through Rate
- $1.87 Average cost per visitor
"Highly focused, thorough, precise. Spur kept drilling down to get to the core elements we needed for our campaign to get the results we wanted."
Lee Stranathan, Vice President of Marketing, Tyrell Inc.