Insight showed that our target audience devours everything fashion and celebrity, so partnerships were formed with celebrity news show eTalk Daily and magazine Weekly Scoop. eZine Sweetspot.ca was editorial partner, and fashion store Le Chateau was the retail and prizing partner. Online advertising, email blasts to 2MM consumers, :30 second promo spots and 300,000 magazine inserts drove invitation and awareness. We commanded and sustained interest over the program’s 13 weeks with continued multi-platform advertising and branded eTalk segments.

The numbers don’t lie: More than 301,000 unique visitors were welcomed to the website over 13 weeks, and more than 21,000 Challenge participants. The average number of visits/player: 97.7. The website was stickier than scotch tape: more than 26,324 sessions at 30+ minutes per session. More than 43 million media impressions were generated, resulting in double-digit sales growth for Degree Women. The online media campaign delivered 16,997,355 impressions (vs. 6,611,500 purchased). Overall, the click-thru-rate (CTR) was 0.51%, well above the industry standard of 0.31%.

Sales of Degree Women grew by +24% in 2006, including +65% growth with one retailer during the promotion.