Orange tans are more than a cosmetic faux pas – they have serious health implications, as shown in a new national Jergen’s campaign promoting the Natural Glow daily moisturizers line. Developed by Oakville-based Idig Marketing, the campaign is anchored by a microsite, Skintervention.ca, which features videos of four ‘sunaholics,’ a blog and a beauty advice column from a makeup artist.
Mississauga-based Anne Parkes Media Services handled the campaign’s media buys, which include online banner ads on
TodaysParent.com,
CityNews.ca, WNetwork.com and Facebook.com, all driving consumers to the microsite. Targeting the female demo skewed 24 to 39, media also includes wild postings, a Hello Canada magazine cover wrap out at the end of the month and national placements in Glow magazine and Metro newspapers on April 16.
‘[Jergen’s] objective was to take a position of education and awareness, and to expand beyond the traditional boundaries of the exposure to the brand,’ says president and CEO of Idig Jeffrey McBain, of the splashy media and online viral strategy.
The four online videos feature characters who either over-tan or sunbathe without proper protection before turning to a healthier tanning regime using the Jergens line. McBain says the campaign strikes a balance between humour and addressing the serious topic of sun damage. ‘We’re taking an educational approach to it,’ he says, ‘but at the same time, the characters are tongue-in-cheek.’
Sticky site features and viral incentives like coupons and $1 donations to melanoma awareness org Save Your Skin Foundation are also designed to attract new users and keep them engaged longer. McBain says the average stay on the site, launched two weeks ago, has been around 10 minutes. The campaign runs through June, with a goal of three million impressions.
