After launching their new website it was time to get the word out and Häagen-Dazs agreed to a 3 month banner test campaign. The objectives were building traffic to, and usage of, the new site ñ and gaining insight about their online consumers. With strategic objectives defined, a media plan was developed around a well-defined customer profile. The campaign creative was built on core brand equity elements and featured valuable monthly online-only promotions. Mid-campaign performance analysis and optimization resulted in even stronger overall results. By the end of the campaign site usage was significantly higher, and many valuable data points had been captured for further analysis and follow-up action.
Created in association with The Wolf Group/NY