Free trial sign-ups for Cosmeo doubled with these integrated efforts.Though specific results were not tracked because the DRTV spot did not contain a unique URL, the majority of total trials was generated when the spot aired. Also, the highest rate of unique visits to Cosmeo.com occurred during the DRTV media flight.In comparison to projections, direct mail results:- Exceeded low-end projection six times- More than double the mid-level projection - Currently at 86% of high-end projection The direct mail campaign was successful in generating incremental trials, an 811% lift over the control group.

High conversion rates from trial to subscription indicated targeting and messaging were effective.