| Dascal & Associates | | | | Digest and Chatelaine Magazine) |
| Case Study | | | | Catered to the mass market, including everyone |
| Brand-Aid: Building A Macro Case For Micro-Sites | | | | from parents to retailers |
| HISTORYd/a interactive is the new media division of | | | | Developed and deployed a thematic promotion |
| Dascal & Associates, a cross media company | | | | that involved a grand prize trip for a culinary |
| providing integrated strategic marketing, graphic design | | | | experience in Provence, France |
| and new media services. d/a interactive has worked | | | | Executed the value of Band-Aid Brand Liquid |
| with many multi-national companies to help them | | | | Bandage as being worth the cost of the product |
| leverage their brands online. Understanding that the | | | | Positioned of Band-Aid Brand Liquid Bandage as a |
| internet provides much more than a supportive role in | | | | "hot ticket" |
| a marketing strategy, d/a interactive has been working | | | | Deployed a viral coupon component where users |
| with top-tier brands in the development of micro-sites | | | | could "pass on the savings" via a send-to-a-friend |
| to help launch new products into the marketplace. | | | | function to try Band-Aid Brand Liquid Bandage |
| Most recently, d/a interactive was retained by Johnson | | | | Created the "Ask Band-Aid" area of the micro-site |
| & Johnson to create a micro-site surrounding the | | | | as a forum to position Band-Aid as experts in care, |
| Canadian product launch of Band-Aid Brand Liquid | | | | sanitation and recovery from the cuts and bumps |
| Bandage. | | | | from daily life |
| Johnson & Johnson is the leader in the adhesive brand | | | | "Putting the pieces together to create a viable solution |
| category. The Band-Aid brand continuously brings | | | | for Band-Aid was based around our vision of using |
| innovation to the marketplace. In February 2003, | | | | their product launch marketing strategy integrated with |
| Band-Aid once again revolutionized the adhesive | | | | this stand alone’ micro-site to build brand |
| bandage category with a liquid bandage. Band-Aid | | | | equity and create product visibility," says Dascal. |
| Brand Liquid Bandage promotes fast healing on | | | | "The results we anticipated after creating the site |
| contact by forming an invisible, flexible and one | | | | were strong micro-site traffic urging consumers to go |
| hundred percent waterproof seal that is breathable | | | | out and purchase the product at the retail level." |
| and stays on hard to cover affected areas. | | | | CONCLUSION |
| CHALLENGE | | | | "The use of micro-sites for the launch of any brand or |
| Creation of a consumer-centric micro-site | | | | service is innovative," insists Dascal. "Band-Aid |
| Creation of Content Management System (CMS) | | | | managed to keep marketing dollars relatively low with |
| technology that allows Johnson & Johnson to edit | | | | the ability to reach a large crowd. We’re seeing |
| certain aspects of the site | | | | many companies, from small to large, using the internet |
| The longstanding Band-Aid brand has a traditional | | | | from the initial strategic planning phase as a core |
| integrity. The look and feel needed to be upheld in the | | | | element to their integrated marketing programs. |
| online environment | | | | Companies that focus on strong branding understand |
| Needed to provide Johnson & Johnson with | | | | how much technology and tools like a micro-site allows |
| statistical information about traffic and usage of the | | | | them to keep budgets pragmatic with high-end results." |
| micro-site | | | | Dascal continues: "Consumers were able to educate |
| "We were looking to use the micro-site to create | | | | themselves regarding the unique product benefits of |
| excitement," says Morris Dascal, President of d/a | | | | Band-Aid Brand Liquid Bandage which led to general |
| interactive, on their mandate from Johnson & Johnson. | | | | trials and, hopefully, repeat purchases. The micro-site |
| "Micro-sites are a relatively new way for companies to | | | | also enabled Johnson & Johnson to gather consumer |
| launch a product without revamping their entire | | | | information through the online promotions and offer an |
| website and also a great way to isolate a user and | | | | accessible channel for Band-Aid to speak directly with |
| maintain their attention on one product." | | | | their consumers." |
| "In addition," says Dascal, "we were using a | | | | "The success of the Band-Aid Brand Liquid Bandage |
| non-traditional buzz for a new and non-traditional | | | | micro-site was, in large part, due to Johnson & |
| product. The new Band-Aid Brand Liquid Bandage is a | | | | Johnson’s dedication to ensuring a successful |
| more expensive product, and Johnson and Johnson | | | | campaign," says Dascal. "This included excellent lines |
| was looking at integrating an online marketing | | | | of communications between d/a interactive and |
| campaign that included email marketing, banners and | | | | Johnson & Johnson, a strong working relationship with |
| this micro-site in conjunction with offline marketing and | | | | the entire team that was involved in this launch, and |
| public relations initiatives. We needed to build a site that | | | | everyone’s enthusiasm to use contests and |
| was brand specific." | | | | promotions coupled with strong and relevant content |
| IMPLEMENTATION/INTEGRATIONd/a interactive | | | | to make the micro-site have inherent value." |
| set-up a distinct website and URL for Band-Aid Brand | | | | FUTURE |
| Liquid Bandage at | | | | "We are now in discussions with Johnson & Johnson |
| The core design component was to maintain the color, | | | | about building a full-fledged Band-Aid product |
| consistency, visuals and images typically associated | | | | information website that will reflect their brand and |
| with the Band-Aid brand. | | | | entire line of products," concludes Dascal. |
| After storyboarding the concept for this micro-site and | | | | "We’re also seeing a lot of other clients |
| the virtual demonstration (which would enable | | | | interested in building micro-sites for product launches |
| consumers to see how the product works from the | | | | and to test the waters of micros-sites prior to |
| comfort of their own home), d/a interactive designed, | | | | committing to a robust website. |
| produced and implemented the site. All visuals, content | | | | The Band-Aid Brand Liquid Bandage micro-site proved |
| and promotional areas were presented and approved | | | | that packaged goods companies can use the internet |
| in conjunction with Johnson & Johnson to ensure that | | | | to establish their brand both online and offline. |
| the online promotion matched their offline strategy. | | | | We’re seeing clients from all sectors of industry |
| "There were three main areas that we focused on to | | | | now looking at micro-sites to deliver precise, |
| implement and integrate this micro-site," says Dascal. | | | | informative and influential information coupled with |
| "First, we had to ensure that the front-end was visually | | | | intelligent calls to action and incentives." |
| appealing, matched the Band-Aid brand in terms of | | | | ABOUT D/A INTERACTIVE |
| integrity and was easy to use and navigate. Second, | | | | Formed in 1996, d/a interactive is the new media arm |
| we implemented a Content Management System | | | | of Dascal & Associates. Dascal & Associates is an |
| (CMS) in the back-end, so the staff at Johnson & | | | | integrated marketing, design and new media agency |
| Johnson could have access to certain content areas | | | | delivering solutions that drive business through |
| for updating and editing purposes. Finally, we needed to | | | | effective and creative communications. With offices in |
| focus on the calls to action and promotions that would | | | | Canada and the United States, the company has |
| drive this micro-site to be a successful part of the | | | | successfully produced off-line and online marketing |
| Band-Aid Brand Liquid Bandage launch in Canada." | | | | strategies for companies and brands like Gillette, |
| SOLUTION | | | | Johnson & Johnson, Keri Lotion, Kodiak and many |
| With the launch of the Band-Aid Brand Liquid Bandage | | | | others. Dascal & Associates has extensive knowledge |
| Micro-Site, d/a Interactive: | | | | in product launches, business-to-business |
| Created a micro-site that was robust in terms of | | | | communications, merchandising, point-of-purchase and |
| design, functionality and usability | | | | promotional campaigns. Through extensive work in |
| Spoke directly to consumers and informed them | | | | health and beauty care, consumer packaged goods, |
| through a virtual demonstration, promotions and online | | | | biomedical, personal diagnostics, industrial and the |
| couponing | | | | fashion and apparel industry, please contact us to see |
| Deployed an online marketing campaign using | | | | how we can help make your next marketing campaign |
| existing and targeted consumer portals to send emails | | | | a success. |
| regarding the launch (sites included Reader’s | | | | |