Consumer launch of V Eye Brightener

Objective - utilise multi media platform to allow launch budget to punch above its weight

Background:
- A requirement to consolidate distribution and bring more purchases into the brand.
- Multimedia platform created around planned sales promotion activity.
- Responsive to assess effectiveness and build database for further research and communication.
- Combination of radio advertising and promotions, online micro-sites, sms text messaging, magazine advertorials and competition.
Results:
- National sales increase 15%, but 30% in regions where advertising was supporting in store activity.
- In excess of 3,000 names recruited for database work.