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O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW 1 take an offline brand ONLINE and roll the strategy out GLOBALLY
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O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW 1
take an offline brand ONLINE and
roll the strategy out GLOBALLY
O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW
The combination of :
new consumer insight
revolutionary advertising strategy
an interactive online solution
Increased brand engagement andcompliance of FRONTLINE Spot On
HOW ?
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O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW
FRONTLINE Spot On is the leading flea and tick treatment for pets
Merial Animal Health (owner of FRONTLINE Spot On) had been following a global website strategy for the brand resulting in a corporate sterile website
Advertising strategy was 100% broad TV spend, no online activity using a bland European commercial
The challenge was to make FRONTLINE Spot On more consumer friendly, to make the European TV advert relevant to the UK market and to start a one to one dialogue with British consumers
BACKGROUND
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O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW
INSIGHT :
• Target audience of pet owners were going online but not to the FRONTLINE Spot On site
• Identified that pet owners’ key motivation was maintaining a close relationship with their pet
• Pet owners share photos of loved ones and are heavy users of social network and photo sites
DISCOVERY
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O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW
• FRONTLINE Spot On had to support and nurture the relationship owners had with their pets
• The advertising strategy was revolutionised from 100% broad TV spend to include a comprehensive, integrated online solution
• Enabling dialogue and one to one communication with pet owners
IDENTIFICATION
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O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW
• To create an online gateway for consumers which epitomises the
product benefit of FRONTLINE Spot On
THE IDEA
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O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW
CONSTRUCTION
Apr
il 20
09
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2 x micro-sites created allowing consumers to access the
FRONTLINE Spot On brand
2 x micro-sites created allowing consumers to access the
FRONTLINE Spot On brand
O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW
CONSTRUCTION
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Monthly photo competition, winning
entries sent a personalised mug
(your hug on a mug)
Monthly photo competition, winning
entries sent a personalised mug
(your hug on a mug)
BlogPhoto sharing gallery
BlogPhoto sharing gallery
Podcast discussion based advice
Podcast discussion based advice
Access points created on key social networks (Facebook,
BEBO) Optimised search
activity
Access points created on key social networks (Facebook,
BEBO) Optimised search
activity
O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW
EXECUTION
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O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW
Over 170,000 visits to microsites
Hundreds of photos uploaded
Almost 2,000 searches on vet finder section demonstrated high intention to purchase
As a result of the success in 2008, the UK took control of TV creative in 2009 based on the HugYourPet concept
HugYourPet was so successful the strategy is being rolled out globally in 2009
EXECUTION
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O/T7F/NEWBIZ/2009/CASESTUDIES/FRONTLINE-PJW
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What do we do?
Brand strategy and campaign
development.A bespoke creative
agency mixing market analysis
with lateral thinking.Specialist
in premium & challenger brands,
especially in alcohol & travel.
