Digital advertising and marketing: only the best ideas worldwide, since 2003

Less calories, more brand

May 5, 2004 at 7:40 by Martina Comments

AdAge reports about a successful online initiative by Snapple that used behavioural targeting to increase the awareness of its brand. According to the results provided by Dynamic Logic, the campaign was a success, delivering brand awareness of 76%; brand favorability of 36%; and purchase intent of 37%. The ads run on iVillage targeting a specific audience of “calorie-conscious” women.

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