Responsys' philosophy work wins an ADDY

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E-mail marketing services provider Responsys garnered two ADDY Awards last week from the American Advertising Federation for its creative work on beauty retailer philosophy's promotional interactive sites, The Holiday Store and Shower for the Cure.

Responsys produced the philosophy campaigns to feature integrated interactive elements including viral e-mails, contests, personalized landing pages and microsites.

"The e-mails met or exceeded the client's goals with the most successful e-mails doubling the revenue of a non-holiday monthly promo," said Julian Scott, Creative Director for Responsys, Redwood City, CA.

"We cannot give out the conversion rates, though they ranged from lower than average in October and early November to very strong conversion rates from mid-November through mid-December. In addition, philosophy gained 13,000 new opt-ins from the sweepstakes promotion."

The philosophy Holiday Store campaign centered on the message "believe in magic, believe in miracles." The campaign included a microsite with six mini-stores and a sweepstakes promotion, a viral holiday e-card, a downloadable shopping list, and six holiday e-mails that complemented the microsite. All e-mails pointed to philosophy's holiday boutique.

"Each year, philosophy creates an integrated holiday e-retail campaign to showcase holiday-specific products and other products that make great holiday gifts," Mr. Scott said. "This year, the campaign pieces complemented each other perfectly and resulted in a comprehensive holiday campaign that told the story they wanted to tell."

The Shower for the Cure campaign was designed to promote breast cancer awareness. An e-mail and a custom landing page highlighted philosophy's support of the Women's Cancer Research Fund, with 100 percent of the proceeds from their popular pink ribbon shower gel benefiting the organization. The landing page also featured information on testing, including a guide to breast self-examination and a cancer symptom FAQ.

"One of philosophy's ongoing initiatives is to support different charitable organizations by donating the proceeds from certain products that are often created specifically for that cause," Mr. Scott said.

"In this case, the Pink Ribbon, Shower for the Cure Shower Gel is one of their biggest charitable campaigns," he said. "This year, we created an e-mail with a coordinating landing page. The inclusion of a landing page allowed philosophy to expand on the content found on the normal Web site product page to include information about how to conduct a self-test, information about supporting the Women's Cancer Research Fund and more."

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