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Boehringer Ingelheim

Website Development / Email Marketing

Boehringer Ingelheim is one of the world’s leading pharmaceutical companies.
Its Australian division chose Tick Yes to build its opt-in email database of targeted Heath Care Professionals (HCPs).

The Challenge

To capture the attention of targeted, time poor HCPs around Australia (as identified by Boehringer Ingelheim) and cut through a cluttered and highly competitive environment.

The Strategy

Promotional offers were initially sent via direct mail, resulting in a 25% redemption rate through a combination of website registration, business reply-paid cards and fax. A branded enewsletter was developed and distributed to the newly established database. The enewsletter incorporated product information, offers and further reasons for healthcare professionals to engage with Boehringer Ingelheim and its brands.

The Results

Starting with just a few hundred opt-in emails, the database grew to several thousand thus increasing the effectiveness of the e-newsletter campaign.

RAMS

Content Marketing / Social Media Marketing

The Challenge

As one of Australia’s most successful and well recognised home loan specialists, RAMS’ vision is to be a genuine alternative to the banking experience for Australians who want it simple and real.

The company website holds a blog with easy to read articles about the industry along with RAM’S products and services. However, there is little engagement nor consistency of fresh content. More so, with Raymond a Ram becoming an integral mascot of RAMS home loans, they wanted to create a distinctive voice and brand personality across all communication channels.

The Strategy

Tick Yes implemented a digital content marketing strategy focusing on educating, informing and supporting aspiring owners, resigned renters and young families in the early stages of the home-ownership lifecycle.

The Results

Consistent brand messaging and tonality reinforced what made RAM’s products and services appealing. This ensured that all customer/brand points of contact online would receive the same positive recognition through seamlessly presenting each experience.

Opti-Free RepleniSH

Email Marketing

The Challenge

SPHE had no existing direct-to-consumer database through which to launch and promote numerous ‘new’ brands via its new DVD titles.

The Strategy

Tick Yes created and implemented several seasonal (Mother’s Day, Father’s Day, Easter and Christmas) digital promotions designed to engage consumers with a view to establishing and building up an opt-in email / mobile database whilst also encouraging viral marketing.

The Results

A database of 100,000 consumers was created, allowing for engagement via email marketing to complement and integrate with offline/online promotional activities.

Drontal

Social Media Marketing / Email Marketing / Website Development

Drontal is a Bayer Animal Health product that controls gastro-intestinal parasites for dogs.

The Challenge

Bayer Animal wanted the Drontal brand to have an online presence as well as build a database of Drontal consumers to communicate and engage with.

The Strategy

Tick Yes developed an online community to provide users with product details, pet health information and competitions to better engage and interact with the target audience. The aim was to create a user-friendly, on-brand design to reinforce brand recognition and encourage revisits.

The online strategy included targeted competitions and tailored content performing as a funnel to grow Drontal’s database.

Dog Diaries

Social Media Marketing / Content Marketing / Email Marketing / Website

Dog Diaries was an online community for targeting dog lovers. The site was sponsored by Bayer Animals’ brands, Advocate, Profender and Advantage – all treatment products for dogs.

The Challenge

As a manufacturer of niche pet-health products sold only at veterinary clinics, Bayer Animal wanted to connect and build an intimate relationship with the broader community of dog owners to increase sales and broaden the brand exposure of their product range.

The Strategy

Tick Yes developed an online community to capture users’ passion for their pets. We wanted to create a platform that encouraged user and consumer/brand engagement to develop brand loyalty and word-of-mouth marketing in the process. Interactive site features allowed users to share videos and photos of their pets, write their own blog posts and engage on the online forum.

The Results

Within a few months, Dog Diaries had achieved a membership with thousands of dog lovers, hundreds of which also followed Dog Diaries on Twitter. User involvement in the site’s competitions and content continued to soar throughout the duration of the online community.

A Pampered Life

Social Media Marketing / Content Marketing / Email Marketing

Bayer Healthcare brand, Naprogesic, is a non-steroidal anti-inflammatory which is specifically designed to treat the causes of period pain.

The Challenge

Research revealed that when choosing a period pain reliever, the vast majority of Australian women relied on word of mouth referrals rather than advertising. Unsatisfied with results from traditional media in building brand loyalty and increasing sales in Australia, Naprogesic was looking for a new approach to better engage with consumers.

The Strategy

A Pampered Life (APL) was established to function as Naprogesic’s online branded community for Australian women. The site allowed Naprogesic to organically build relationships with consumers, increase brand loyalty and improve sales. A combination of online promotions, email marketing and media relations attracted new members whilst encouraging existing members to become actively involved. Ongoing site updates with fresh, relevant content geared towards the target audience ensured a high site return rate.

The Results

The community gained over 1,000 active members on the website.

Lilly

Search Engine and Affiliate Marketing

The Challenge

In a highly regulated environment, ethical (prescription only) pharmaceutical marketer Lilly is unable to identify brands in their ‘consumer facing’ communication. The challenge was to form relationships with consumers with an interest in certain disease states that are treated by one of their main products. The reason for this was to create a consumer ‘pull’ demand with healthcare professionals (HCPs), rather than just the traditional ‘push’ marketing by the Lilly salesforce to those professionals.

The strategy

Using various acquisition strategies including Search Engine and Affiliate Marketing, Tick Yes built an opt-in database of consumers with a direct or in-direct interest in the disease state. Regular communication was then sent to that group with ‘stories of hope’ and encouragement for them to anonymously share their personal experiences. After receiving several emails, an online survey was also sent to measure attitudes and establish what changes (if any) had occurred as a result of the program.

The results

The strategy uncovered a clear need for consumers to be heard beyond the surgery. The propensity to share experiences correlated with the high email open and clicks through rates. Commercially, the survey clearly demonstrated a heightened desire to visit a HCP allowing Lilly to calculate a positive return on the investment for the program.

Galderma Prescription

Website Development

Galderma is a leading dermatology company. Tick Yes were appointed to create its Doctors Treat Acne, Skin Cancer & Rosacea websites.

The Challenge

To establish effective consumer-facing websites without identifying the actual dermatological brands (due to industry regulations).

The Strategy

Consumers were driven to www.rosacea.com.au by newspaper advertising. Once there, they filled out a form to receive a free information brochure about rosacea. The other sites – www.doctorstreatacne.com and www.treatskincancer.com were promoted via brochures through Health Care Professionals.

The Results

The Rosacea site collected several thousand consumer details that had previously been gathered manually, providing Galderma with valuable insights into consumer needs for future marketing activities. The Doctors Treat Acne website (www.doctorstreatacne.com) was considered a world’s best practice website for Galderma.

Landcom

Social Media Marketing / Email Marketing

The Challenge

Landcom needed to generate a positive and influential word of mouth to attract new buyers to their development projects in NSW. They had no existing database of consumers with an interest in their housing and land packages to market to and/or engage with.

The Strategy:

The People Places Facebook page was established as an online hub to engage with Landcom’s target audience and grow brand awareness in the social media space. A content marketing plan consisting of regular promotions, emails, mailbox drops, website and social media content was launched to integrate Landcom’s online and offline communications and ensure consistency of brand personality and messaging throughout all marketing initiatives.

The Results:

Tick Yes grew a database of targeted individuals allowing Landcom to maintain a consistent flow of information and updates to recipients whilst highlighting their upcoming and new residential projects.

Promotions ran all throughout their online communications to encourage further opt-ins and drive the audience to the People Places Facebook page which housed regular content to maintain engagement. Landcom were provided with an online community for their Project Marketers and Community Managers to utilise.

Pfizer

Workshops & Presentations / Content Marketing /
Social Media Marketing

The Challenge

S26 Gold Toddler had already established a fan base on their Facebook page however the content was receiving little engagement. As a ‘mummy brand’ S26 wanted to inject this bubbly personality into their conversations however they had little knowledge of the role social media could play in elevating the brand’s true voice.

The Strategy

Tick Yes devised a twofold strategy consisting of a Digital and Social Media Marketing Workshop and Content Marketing Plan. Tick Yes worked closely with S26 to guide and provide in-depth knowledge of the social sphere and how it can be utilised to better enhance consumer’s perception. Tick Yes also introduced a structured content marketing plan to ensure brand consistency. Tick Yes produced daily content whilst managing the S26 Gold Toddler Facebook page and generating consumer focused promotions to further deepen existing relationships and reach out to more mums.

The Results

The S26 marketing team gained a better understanding of the social sphere and how this tool can be integrated with other marketing activities.

The Facebook content provided mums with fun and insightful information allowing S26 to create a unique and engaging voice for the brand.

The page received an recognisable increase in both their fan base and engagement levels with content being shared on other Mummy’s pages thus increasing content reach. The page became a community for Mums to engage and provide personal tips and experiences.

Rexona

Email Marketing / Website Development

The Challenge

Rexona is the market leader in Australian deodorants. With supermarkets’ “clean floor policy” it is often challenging for suppliers to get traction for their promotions and alert consumers of their activities. Unilever faced this challenge with their national Woolworths Account Specific promotion for Rexona. An almost identical offline promotion had been run the previous year without any online support.

The Strategy

Tick Yes developed a comprehensive digital campaign to integrate with the offline elements of the Woolworths promotion. This included proof of purchase, instant win, online and SMS promotions, online advertising, viral games and email marketing.

The Results

Rexona achieved its highest ever market share in Woolworths during the promotional period with the website achieving a traffic flow for what was a short-term activity.

A key finding from 66% of those who entered barcodes i.e. bought the product was that they only found out about the promotion from online marketing. Given that the promotion was advertised on TV, radio and POS this an excellent result.

Aristocrat

Email Marketing

The Challenge

As a global gaming machine manufacturer, Aristocrat faced the challenge of tailoring suitable messages to their clients across several territories and regions. What was relevant for NSW clients was different for those in Victoria and South Australia. With the need to regularly promote new machine titles, there was a great need for flexibility and customised communications.

The Strategy

Tick Yes developed and implemented an email marketing program that allowed the sales team for each state or territory to determine the theme, copy and images for each edition.

The Results

From a purely metric viewpoint, the campaigns were incredibly effective with average open rates of 45% and average click through rates of 25%. More so, Tick Yes’ post-send analysis allowed Aristocrat’s sales people to identify which machines clients were interested in and allow follow-up with them directly.

Vitaco

Email Marketing / Social Media Marketing

The Challenge

Balance Sports Nutrition had little engagement with their consumers and distributors beyond their Facebook page and website. They had grown a database comprising of both markets, however had little profiling nor an understanding of which market category individuals belonged too. This made it challenging for Balance to tailor their communications effectively.

The Strategy

Tick Yes developed a communication strategy to better understand the audience within Balance’s database in terms of their personal needs, behaviours and brand perception. A promotion was executed via Balance’s Facebook page and distributed to the database. The promotion was in the form of a survey with various prizes available to encourage participation across both platforms.

The Results

Balance gained profiled databases comprising of NZ and AU consumers and distributors. The promotion provided insight into the type of physical activities consumers participated in and their purchasing behaviours (i.e. which Balance product categories they used). In terms of the trade, preferences in communication mediums were obtained along with a deeper understanding of product knowledge (and gaps). Additionally, with more Facebook fans entering, this grew Balance’s profiled database whilst exposing further insight into how consumers perceived the brand.

The Comfort View

Content Marketing / Website Development

The Comfort View is a content-rich website tied to the Opti-Free RepleniSH brand.

The Challenge

Following the success of the Tick Yes email marketing campaign for Opti-Free RepleniSH, Alcon wanted to instigate engagement and relationship marketing programs to further enhance brand awareness.

The Strategy

Tick Yes created The Comfort View; a content-rich website focused on lifestyle and eye-care needs through a combination of content, multimedia pieces, and carefully targeted promotions.

The Results

With regularly content updates and new promotions, Alcon built compelling customers relationships through ongoing brand and consumer engagement.

Schwarzkopf

Content Marketing / Website Development

Taft Full On is a Schwarzkopf product unique to Australia. The brand was re-launched in March 2008 and positioned as a styling brand for the male youth market.

The Challenge

Schwarzkopf needed to readdress their marketing strategy to drive awareness amongst the male youth market and strengthen brand positioning in a highly saturated market.

The Strategy

To secure market share and engage with the Gen Y demographic, Tick Yes devised a strategy to increase brand awareness and capture user details for future engagement. Product information was featured on a graphically appealing site with additional content being added by the website community; promoting great brand advocacy and loyalty.

The Results

Through Full On World, Taft had a vehicle to connect with consumers and develop their online/offline promotional communications in targeted and relevant ways.

Naprogesic

Website Development / Email Marketing

Naprogesic is a non-steroidal anti-inflammatory which is specifically designed to treat the cause of period pain. It is manufactured by global pharmaceutical company Bayer.

The Challenge

Naprogesic needed to refresh their online identity to better engage with their target audience and further cement the brand as a market leader in period pain relief.

The Strategy

Tick Yes created a fresh and emotive website that distinctively communicated the essence and core values of the brand. Incorporating customer testimonials, the functionality of an online period planner and solid links to the online community, A Pampered Life, Tick Yes created an emotive and visually appealing website for Bayer’s online brand identity.

The Results

The new Naprogesic website has given new life to the brand by presenting its offering as safe, soothing, dependable and effective product. Naprogesic’s online identity communicated trust whilst inspiring consumers to build relationships with the brand.

Galderma Cetaphil

Email Marketing / Content Marketing

The Challenge

Cetaphil is a highly effective, pharmacy only therapeutic skincare with marketing challenges. Those who had used Cetaphil generally raved about it; the problem was, not enough people knew about the brand. With a limited marketing budget, traditional methods used to date had not delivered a valuable return.

The Strategy

In order to increase Cetaphil’s awareness levels and, in turn sales, Tick Yes implemented a digital relationship marketing program. This involved engaging targeted consumers with the offer of free samples – customised to their specific skin type, and then continue engagement via email. Along with incentives to purchase, a variety of methods were used to ensure that Cetaphil’s brand fundamentals were continually reinforced including offers, competitions and consumer blogging. An online survey was also sent to the community annually to better understand evolving consumer needs and interests.

The Results

Having started with no website and no opt-in database, Tick Yes built up a highly engaged community of 50,000 members. With the implementation of the program, Cetaphil’s sales increased vs. previous years by between 18% and 21%. The average open rate for emails was between 27% and 32%, consistently growing every year by 13% – 15% on average. Combined with the high email open rates, the online surveys had an average 80%+ completion rate.

Galderma Benzac

Email Marketing / Website Development / Content Marketing

The Challenge

Benzac AC is a premium priced pharmacy acne treatment. In a highly saturated market, they had little brand exposure due to heavy competitor advertising activities. The key objective was to increase brand awareness and sales.

The Strategy

Given its teenage target market, Tick Yes created an online digital facility allowing consumers to engage with Benzac via promotions, email/SMS marketing and online gaming. The activities were promoted via data acquisition strategies; online advertising and POS. Galderma invested 100% of Benzac’s marketing budget to these activities, with several different incarnations, for a 6 year period.

The Results

In a declining market, Benzac’s sales consistently grew every year by 13% – 15% on average. Plus, the previous years’ activities provided an engaged group of consumers with which to target the following year’s campaign.

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