The Loverdose campaign ran across print, digital, social media, mobile and events.

ACTIVATION

-The concept was brought to life via print and digital content.

-Men confessed to when they had experienced the Loverdose Effect and the crazy things it made them do.

-Editorial experts offered advice on getting the Loverdose look, style and attitude.

ENGAGEMENT

-Readers tweeted confessions and tips #TheLoverdoseEffect.

-As the Loverdose Effect message spread and more readers tweeted, new (and hotly anticipated) editorial chapters were unlocked on Cosmopolitan’s first socially reactive microsite (also optimised for mobile).

-More tweets = more content

SAMPLING

-Scentseal inserts in the October issue.

-Sample request form on the microsite (online and mobile).

-Product in Cosmopolitan event goody bags.

DRIVING PURCHASE

-Traffic drivers on the microsite took users to boots.co.uk

-Cosmopolitan Shopping Genie app enabled magazine readers to scan to buy.

-Ipad editions included tapable purchase links.

The partnership engaged:

-1.4 million magazine readers.

-40,891 Cosmo Fans on Facebook.

-120,560 Twitter followers.

-44,290 unique microsite visitors.

Average dwell time on the microsite landing page – 3.36 minutes (market average 0.30)

More than 15,000 of our unique visitors requested a sample – 35%

The microsite directed £47.9K of business to Boots.co.uk alone.

Ownership and consumer understanding of Loverdose’s new territory was proved with more than 1,000 #theloverdoseeffect tweets in the first 3 days

Launched in 2011 alongside approximately 300 other fragrances, Loverdose will be 1 of only 15 that survive and flourish in 2013.