About the Campaign
In December 2005 Braun Silk Epil decided to launch their new product Silk Epil X`elle
The new Silk Epil X`elle provided new features such as a new epilating system, spotlight function, cool and soothe set, soft tips etc.
Based on the client's brief Neo Digital created an online media plan strategy, online banners, eDMs and a microsite in English & Arabic that was launched in December 2005
Objective, Target Audience & Timelines
The main objectives were to promote Silk Epil X`elles presence online, reinforce and capture online data & registrations as well as providing maximum awareness & exposure in the Middle East.
Our challenge was specifically targeting our female profile online, collecting their data and creating awareness around the campaign.
The Target Audience consisted of women in the age group of 14-24 in KSA, Kuwait and UAE. They could be students, graduates as well as young mothers. For personal grooming they used epilating shavers instead of the traditional methods of hair removal. They were always on the lookout for the latest techniques in hair removal that offer speed, efficiency, cleanliness and of course minimum pain.
The Timelines of the campaign were from December 1, 2005 - December 31, 2005.
The Strategy
A selection of top female portals in KSA, Kuwait and UAE to specifically target females between 14 and 24 years in the form of banner advertising and eDM shots. For registration capture an incentive had been launched only on print material to win a diamond necklace through registering online.
Campaign Results
The campaign generated excellent results with over 36,000 clicks, over 8000 post clicks to the registration page and over 1,300 unique registrations across the KSA, Kuwait and UAE. The registrants were 99% Arabic females as per initial target profile.
