Challenge: In 2001, Carter-Wallace was looking for an avenue to promote its Nair brand, and determined that women’s soccer would be an appropriate medium for reaching their young, female demographic. Carter-Wallace needed to promote a web-based sweepstakes tied to three members of the US Women’s World Cup Soccer Team to drive significant numbers of registered entrants, generating consumer leads and creating brand awareness with their target demographic.
Approach: Working with Carter-Wallace’s Vice President of Marketing, RMG3’s marketing and communications experts crafted a plan to reach the brand’s target audience. RMG3 utilized its Content Production Team to create advertorials for publication on the internet, and secured placement on such targeted sites as the former womenssoccer.com (at the time the most popular independent women’s soccer news site). In addition RMG3 developed promotional button placements and created a direct email marketing campaign around the promotion. All elements were designed to reach the Nair brand’s specific demographic of active pre-teen and teen-aged girls.
Result: With the addition of RMG3’s efforts, Nair ran a successful sweepstakes, meeting all of its objectives: developing a database of registrants, generating consumer leads, and creating brand awareness. Additionally, the program generated positive press for the brand, and positive internal feedback for the Nair brand within Carter-Wallace. RMG3’s clients at Carter-Wallace felt its, “promotion of the sweepstakes was critical to its success.”
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