NAILED IT: DMNews spends a few minutes with Steven McBride, managing partner, VisualMax
Q: What was Energizer Inc.'s Schick razor brand trying to do with the Schick Girls Guide to Dating campaign?
A: Schick wanted to raise brand awareness with its target audience — women age 16-28 who are dating — to raise razor sales. VisualMax was brought in by our media partner Match.com to help come up with the creative strategy because Schick wanted to do something beyond just a banner campaign. There is more of an experiential opportunity if you can come up with something creative that leverages the media company's content. This was a new effort and was their largest media buy for Schick Quattro for Women, with the total spend on this campaign at $1.2 million.
Q: Can you tell us how the Schick campaign worked?
A: The site gave women dating tips. We developed different applications that they could use while on a date, including Date Reminder and Date Escape. Match.com was involved with writing content for the editorial site and we cast a spokesperson, who we called Juliette, to be the face for the entire campaign. We integrated her throughout the creative, in the video that we shot and also in the principal materials and through three offline events, which supported the campaign.
Q: What were the results?
A: The campaign ran from May 2007 through the end of the year. During that time we had approximately 240,000 visitors to the campaign's microsite, GirlsGuidetoDating.com. Of these, 17,515 chose to use the tell a friend e-mail, so it was very viral. About 25,000 videos were viewed. In addition, 8,200 people downloaded dating cheat sheets.
Q: How did the free sample sweepstakes turn out?
A: Schick wanted to provide a sampling aspect of the campaign, in which it gave away 50,000 razors. We recommended that Schick integrate this sampling program into a sweepstakes to help drive usage and drive traffic to the site as well. We had 116,000 people register for these sweepstakes with a 52% conversion rate and 46,000 of these people who registered opted in for more information. The success of using a sweepstakes component combined with a sampling program really drove the opt-in marketing list.