Posts Tagged ‘brand’

Digital Pulp and Bausch + Lomb have come together to launch the biggest product innovation in the category within the last decade online… BiotrueTM.

The digital brand experience begins with an interactive website that creates immediate energy around the Biotrue brand through animation and storytelling. Particularly the World of Bio-inspiration encourages both consumer and professional audiences to interact with and discover what products, like Biotrue, are inspired by nature.

Videos and interactive graphs are abundant throughout the site enhancing the user’s experience as they explore what makes Biotrue truly unique. Awareness is being generated online with dynamic banner ads and coordinates beautifully with TV and PR efforts in cities across the U.S. More from the team behind the work…

Chris, Senior Brand Manager, B+L says: “Congratulations on the launch of Biotrue.com!!! Thanks for all of your hard work in getting this spectacular site up and running. Your team continues to deliver exceptional work.”

Susan, Senior Account Manager, Digital Pulp says: “In a category that is known for low consumer engagement, the Biotrue brand and site break the mold. It’s exciting and engaging from the first moment the site intro starts to play!”

Gene, Creative Director, Digital Pulp says: “The site presents a great balance of brand experience and elucidation, giving visitors both product and category information. From the multimedia introduction to the interactive world of bioninspiration, Biotrue.com delivers.”

Thank you to B+L marketing team for the opportunity to do something so wonderful. And many thanks to all the talented DP team members who had a hand in the strategy, planning, design and development. What a nice result.

Pete Blackshaw, customer service guru and Nielsen executive, spoke at the Children’s Advertising Review Unit (CARU) Conference recently and during the Q&A he listed some best practices on how to approach negative bloggers. In short…

• have the right message
• be perceived as credible
• be prepared for backlash
• be conservative

Before approaching a blogger, Blackshaw recommends empowering them to find your side of the story online. Post a video or article responding the the issues on your site and make sure to a search function exists to make that content quick to find.

If you do engage, Blackshaw recommends being respectful and not to try and turn the conversation further emphasizing that you should solve the problem and not advertise. If their facts are incorrect, clarify the data. For more: Watch the video

What is your metric of success? Given the myriad of data choices you need to determine what is the best one to look at for your online ad campaign. It all starts with your campaign goal. An online branding study is ideal when measuring brand awareness and attitudinal changes. Ad tracking and site tracking software are insightful when direct response and audience engagement metrics are required. It’s tempting to look at all of the data together but be aware that sometimes the data conflicts. You might see that one ad is a top performer on click-thru or view-thru but then might not move the needle on brand awareness. Be care not to optimize on the wrong data, or if it’s just too tempting, re-evaluate your campaign goal and make sure your media and creative are in-line to maximize your success.