Thermasilk – October 13 to November 10, 2005 Agency – PHD Canada

1. Thermasilk– October 13 to November 10, 2005Agency – PHD Canada “AOL went beyond the media buy to offer added value for our campaign. We arestarting to see the benefit for targeting teens through AOL.” Marketing Challenge Results Thermasilk was looking for innovative ways to reach its target audience: teenage girls. They knew that they would have to utilize online media, and go beyond the standard banner ad campaign to reach this Web savvy audience. The Thermasilk online “Hit on My Hot Guy” campaign, an online promotion for the hair care brand, encouraged teen girls to build their virtual dream date. Thermasilk approached the AOL Media Network and Audience team to help them find an integrated online solution. • The AOL campaign generated a lot of buzz • and traffic to the Thermasilk microsite • through the AOL RED Channel: • Over 94,000 votes were tallied on the “Hot Guy Face-Off”, with Brad Pitt winning the grand prize • The banner campaign to promote the microsite on AOL delivered over 4 million impressions and over 20,000 clicks – an extremely high CTR of over 0.5% • The integrated text links on the AOL properties delivered an additional 36,500 clicks to the microsite. Solution • AOL Canada brought the “Hit on My Hot Guy” • campaign to a new level by creating an online polling • and voting microsite called the “Hot Guy Face-Off” • that helped to drive traffic to the Thermasilk site. • This microsite was leveraged by AOL Canada’s • Teens content channel called “RED” and across • the Life & Style Channel and AOL properties. • The microsite encouraged teenaged girls to • visit the site to vote on their favourite celebrity • hot guy. The results of each round of votes was • posted on the site and a new set of competitors • were set-up to face off in the following round. • Key Components: • Promote the microsite through targeted • banners and integrated text-links throughout • the AOL properties • Created related polls on the AOL Channels that helped to create more buzz about the “Hot Guy Face-Off” Microsite. • Related polls included hot topics such as: • “What makes a celeb guy hot?” and “Who will • still be a hottie when he’s an old man?” Conclusion Thermasilk and media Agency, PHD Canada, were extremely pleased with the results of the “Hot Guy Face-Off” campaign and the AOL Media Network microsite. The campaign demonstrated the benefits of working with AOL Canada to produce creative integrated content on AOL properties and go above-and-beyond the standard banner campaign.