Dascal & Associates Case Study Brand-Aid: Building A Macro Case For Micro-SitesHISTORY d/a interactive is new media division of Dascal & Associates, a cross media company providing integrated strategic marketing, graphic design and new media services. d/a interactive has worked with many multi-national companies to help them leverage their brands online. Understanding that internet provides much more than a supportive role in a marketing strategy, d/a interactive has been working with top-tier brands in development of micro-sites to help launch new products into marketplace. Most recently, d/a interactive was retained by Johnson & Johnson to create a micro-site surrounding Canadian product launch of Band-Aid Brand Liquid Bandage.
Johnson & Johnson is leader in adhesive brand category. The Band-Aid brand continuously brings innovation to marketplace. In February 2003, Band-Aid once again revolutionized adhesive bandage category with a liquid bandage. Band-Aid Brand Liquid Bandage promotes fast healing on contact by forming an invisible, flexible and one hundred percent waterproof seal that is breathable and stays on hard to cover affected areas.
CHALLENGE Creation of a consumer-centric micro-site Creation of Content Management System (CMS) technology that allows Johnson & Johnson to edit certain aspects of site The longstanding Band-Aid brand has a traditional integrity. The look and feel needed to be upheld in online environment Needed to provide Johnson & Johnson with statistical information about traffic and usage of micro-site
"We were looking to use micro-site to create excitement," says Morris Dascal, President of d/a interactive, on their mandate from Johnson & Johnson. "Micro-sites are a relatively new way for companies to launch a product without revamping their entire website and also a great way to isolate a user and maintain their attention on one product."
"In addition," says Dascal, "we were using a non-traditional buzz for a new and non-traditional product. The new Band-Aid Brand Liquid Bandage is a more expensive product, and Johnson and Johnson was looking at integrating an online marketing campaign that included email marketing, banners and this micro-site in conjunction with offline marketing and public relations initiatives. We needed to build a site that was brand specific."
IMPLEMENTATION/INTEGRATION d/a interactive set-up a distinct website and URL for Band-Aid Brand Liquid Bandage at www.band-aid.ca. The core design component was to maintain color, consistency, visuals and images typically associated with Band-Aid brand.
After storyboarding concept for this micro-site and virtual demonstration (which would enable consumers to see how product works from comfort of their own home), d/a interactive designed, produced and implemented site. All visuals, content and promotional areas were presented and approved in conjunction with Johnson & Johnson to ensure that online promotion matched their offline strategy.
"There were three main areas that we focused on to implement and integrate this micro-site," says Dascal. "First, we had to ensure that front-end was visually appealing, matched Band-Aid brand in terms of integrity and was easy to use and navigate. Second, we implemented a Content Management System (CMS) in back-end, so staff at Johnson & Johnson could have access to certain content areas for updating and editing purposes. Finally, we needed to focus on calls to action and promotions that would drive this micro-site to be a successful part of Band-Aid Brand Liquid Bandage launch in Canada."
SOLUTION With launch of Band-Aid Brand Liquid Bandage Micro-Site, d/a Interactive: Created a micro-site that was robust in terms of design, functionality and usability Spoke directly to consumers and informed them through a virtual demonstration, promotions and online couponing Deployed an online marketing campaign using existing and targeted consumer portals to send emails regarding launch (sites included Readers Digest and Chatelaine Magazine) Catered to mass market, including everyone from parents to retailers Developed and deployed a thematic promotion that involved a grand prize trip for a culinary experience in Provence, France Executed value of Band-Aid Brand Liquid Bandage as being worth cost of product Positioned of Band-Aid Brand Liquid Bandage as a "hot ticket" Deployed a viral coupon component where users could "pass on savings" via a send-to-a-friend function to try Band-Aid Brand Liquid Bandage Created "Ask Band-Aid" area of micro-site as a forum to position Band-Aid as experts in care, sanitation and recovery from cuts and bumps from daily life