Online affiliate brand marketing

Media channel: Online affiliate brand marketing

Brands: Deep Freeze

Campaign timing: 2006-2008

Target audience: Active sports
players

Background:
Deep Freeze needed to build credibility amongst active sports players and coaching/physio personnel at a grass roots level to become the default brand for kit bag/first aid kit purchase.

Campaign objectives:
Build brand awareness and interaction amongst active sports players and trainers (namely physiotherapists).

Media solution:
Advertorials were used for information provision and education of injury treatment.
Response mechanism such as money-off coupon and competition were built into the advertorial copy.
Competition prizes provided at no cost to Mentholatum by Reebok Fitness Equipment in return for promotion of products and link to Reebok URL.

Results:
High level of involvement on the microsite with over 29,000 user impressions generated during the campaign.
Above average conversion rate.  3,436 competition entries.
Above average click-through across all formats at 0.25% (industry average circa. 0.10%)