I. Situation

How do you break through the clutter to tell teens and their moms about an effective acne solution when you’re competing with deep-pocketed, over-the-counter prescription acne products? The Mentholatum Company faced this challenge when launching a new acne skin care line in June 2010. Travers Collins combined traditional advertising and public relations with a strong creative digital campaign to reach these target consumers.

II. Execution

We took the “Real People. Real Results. Real Fast.” message online by creating a comprehensive digital campaign through a new website, targeted emails, banner ads, search ads, Twitter, blogger relations, Facebook, and placement on hundreds of websites online. Each digital tactic was monitored through campaign URLs and analyzed for its effectiveness in driving free sample requests through the website.

III. Results

Over 600,000 free samples were given away online and a database of theses emails was created to be leveraged in future marketing and communications efforts. We discovered that their paid search visitor spent more time on the website and visited more site pages than a visitor from any other platform.

VISIT LIVE SITE: www.oxyskincare.com