IAB NZ: msn case study

Posted by IAB Australia On December 22, 2011 Research & Resources

Brief: Leverage customer reviews to stimulate positive word of mouth and trial
Client: Clinique
Brand: Repairwear Foundation and Serum
Target audience: Females 30-60 years
Platforms: MSN.co.nz. Beauty Clique
Agency: phdiq

The world needs to know you’re here and your products solve a problem. After all, not being seen is the same as being invisible. While advertising takes many forms, the job remains the same: to funnel consumers from awareness to the act of reaching for their wallets. The faster people travel through the funnel, the bigger the profit. Word of mouth – that highly elusive but all-powerful infectious chatter that removes all doubt by independently validating marketing claims – is widely regarded as a sales accelerant. Smart online publishers have been quick to create environments that span both conventional promotion and word of mouth marketing.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.