Tick Yes Creates New Online Brand Community
Social Marketing experts Tick Yes have successfully launched another online community website.
Called The Comfort View (www.thecomfortview.com.au), it has been created to increase brand awareness of Opti-Free® RepleniSH® contact lens solution and, more importantly, to allow Opti-Free® manufacturer Alcon to engage in a ongoing dialogue with its customers.
This is the second successful collaboration between Tick Yes and Alcon. In 2009, Tick Yes implemented an email marketing campaign that gave consumers the chance to win over 350 instant win prizes, plus a major prize of a trip for two to Los Angeles. The email campaign was supported by in-store POS material,radio advertising, sales team messaging and website promotion.
By the time the campaign concluded in October 2009, the Opti-Free® RepleniSH® database had grown from 2000 to almost 24,500 email addresses. During the same period market share increased from 44 percent to over 51 per cent.
Comfortable viewing
Opti-Free® RepleniSH® is principally targeted at women aged 18-35 and The Comfort View has been specifically created with that demographic in mind. Featuring articles, shorter posts and multimedia entries, The Comfort View is dedicated to helping women relax in a fast-paced world. Advice on eye care and eye health, reviews (books, movies, exhibitions, restaurants and more) plus general-interest articles on anything from yoga for the soul to deep-breathing techniques abound.
According to Peter Applebaum, Tick Yes Managing Director, ‘Branded Community websites allow companies and customers to engage with each other on an equal footing. They let consumers know that behind the corporate logo are human beings who share much the same interests as them.’
‘This individual engagement is worth its weight in gold to companies, so our team of writers produce content designed to facilitate discussions and feedback that promote engagement. This dovetails with regular promotions and email marketing campaigns.’
Supported by a radio campaign on the Austereo network, The Comfort View is the latest Tick Yes produced example of how Social Media can be used to reach an engaged targeted audience which leads in turn to achieving bottom line results.
(24/05/2010)