About the Campaign
In June 2006 Pert Plus planned a one-month online campaign for their new fast and easy to use Shampoo promoting their 2 in 1 technology combined with a great fragrance that gives dull, weighted down hair a perfect look.
Objective, Target Audience & Timelines
Online campaign should increase awareness of Pert Plus across the region and capture online registration data.
The challenge was about specifically targeting 16 + year old males in the Middle East such as students and university graduates. They were style seekers, and highly active individuals always on the go. They were Mid income students and majority had internet access. They spent more than 20 hours per week online. They enjoyed new adventure and new surroundings.
The Strategy
A selection of top Arabic male youth sites in the KSA and the UAE such as sports, entertainment, blogs, forums, news and similar community sites.
For registration capture an incentive had been launched to win a Ferrari. The users were requested to register.
Campaign Results
The campaign generated excellent results with over 33,000 clicks to the website, nearly 18,000 post clicks to the registration page were generated and over 1,500 unique registrations across the KSA and the UAE.
