W Network Client Marketing develops customized brand building solutions that enable you to speak directly to women consumers through the creation of innovative, multimedia communication programs. We provide the audience reach, frequency and excitement to deliver success.
A range of fully Integrated Marketing Solutions options exist including:
- Leveraging an association with W Network through Co-Marketing OR
Marketing solutions that only communicate your brand
- Product Placement & Integration within homegrown W Network productions
- Contests turn-key contest management
- Sponsorship relevant programming and/or themed programming events
- Experiential Marketing events, sampling etc.
- Creative Commercial Production brand-sell, billboards, themed vignettes etc.
- Branded Content fusion of advertising and entertainment
- Wnetwork.com advertising units, micro site development, content sponsorship, viral campaigns, email newsletters, etc.
Adding multiple communication elements to an integrated communication plan helps your message break through. Check out W Networks new research that demonstrates the power of multiple elements.
To find out more contact Dawn Mustard at dmustard@corusent.com.
Case Studies
Royal Canadian Mint
Olay
Dove
The Royal Canadian Mint
The Client:
The Royal Canadian Mint and their agency, Mediaedge: cia (MEC), launched a new 25-Cent Circulation Coin Creating a Future Without Breast Cancer in the month of April 2006 to coincide with the 20th Anniversary of the Canadian Breast Cancer Foundation (CBCF).
OBJECTIVES:
- To raise awareness for the new coin
- To raise awareness for breast cancer by reinforcing a message of hope and inspiration to all women
- To encourage support of the Canadian Breast Cancer Foundation
STRATEGY:
- To search for stories of real women, with real stories of hope and inspiration to tell
- W and MEC created multi platform, integrated media campaign
- MEC integrated Chatelaine as the print partner into the media mix
COMMUNICATION:
Pre-Campaign:
- Viewers were invited to share their stories of hope, support, triumph, and inspiration at Wnetwork.com
- W, Chatelaine and MEC chose the top 3 stories to profile on the network and in the magazine
On-Air:
- W developed and produced 3 x :30 vignettes which focused on determination, gratitude and perseverance
- The vignettes encouraged viewers to go online to read more about these courageous women
- Aired on W Network and The Documentary Channel.
- W also developed 1 x :10 cc and 1 x :05 billboards to air in RCM sponsored programming
Visit our video player to view the Royal Canadian Mint promo videos:
Note: Video Player works in Internet Explorer and Mozilla Firefox browsers with Flash version 9 or newer. If you can't view the player, you can install a free Flash upgrade for your browser, close your browser, re-open and try again. If your browser opens to an error message instead of the video player, try pressing the 'Back' button to see if the video will come up. Still can't see the videos? Contact us now and we'll e-mail the file(s) in a format you can view.
Online:
W created a multi-branded microsite which featured:
- Information about the coin and a link to the RCM site
- The profiles of the three women
- Streaming video of the vignettes
- Breast cancer related articles
- A section where all women could share their own stories of hope and inspiration
W Network worked very closely with RCM's online agency to ensure that the look and feel of the microsite was consistent with the RCM brand web site and that the creative elements were shared.
Programming & Sponsorship:
To coincide with the launch of the coin into circulation on April 11th, W Network aired a customized programming event which featured a full day of inspirational health related programs.
PR & Events:
- W Network spearheaded an extensive PR initiative which targeted the trade media to create buzz about the partnership between W, RCM and Chatelaine on the day the coin launched
- Strategy Magazine and Marketing Magazine picked up the story
- W and RCM joined forces at Life Fest to showcase the vignettes and to raise awareness for the campaign
RESULTS
- There was positive response to the request to submit inspirational stories
- W successfully built a partnership with the RCM and their advertising agency and delivered a fully turn key program
- W Network over-delivered on air and online impressions
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Olay
Main Objectives:
- Reinforce the benefits of Olay Ribbons unique beauty positioning to W18-49
- Build the Olay Ribbons Body Wash brand by leveraging W Network's unique assets
Strategy:
- Seamlessly integrate the look and feel of W Network's On Air Promotion spots with the Olay Ribbons Body Wash brand message
- Develop a promotion that leverages the equity of Style By Jury - a top beauty related show on W
- Work closely with The Media Company and P&G on all elements of the campaign
Communication:
- Developed 3 x :30 spots with scenes from Friends and Gilmore Girls and married them to Olay Ribbons branded beauty messages to reinforce the key benefits of the Olay Ribbons brand
- Spots featured high quality animation which demonstrated the "dual technology" benefit of the product
- Produced a 30-second promotional spot featuring contest - A Beauty Makeover from the beauty experts on Style By Jury
- Developed a fully customized contest microsite featuring Olay Ribbons Body Wash branding, product information, contest details, prizing images, entry mechanism and rules
- Advertised via online media on wnetwork.com with an Expandable Leaderboard Ad, a Leaderboard Ad and a Banner in the W e-Newsletter
- Conducted online pre- and post-campaign surveys to measure attitude shifts for key brand benefits
Visit our video player to view the Olay Ribbons promo spots:
Olay Ribbons Aloe, Olay Ribbons Body Butter and Olay Ribbons Contest.
Note: Video Player works in Internet Explorer and Mozilla Firefox browsers with Flash version 9 or newer. If you can't view the player, you can install a free Flash upgrade for your browser, close your browser, re-open and try again. If your browser opens to an error message instead of the video player, try pressing the 'Back' button to see if the video will come up. Still can't see the videos? Contact us now and we'll e-mail the file(s) in a format you can view.
Results:
- W Network exceeded on-air and online ad impressions set for the campaign
- The number of contest entries demonstrated that prizing motivated consumers to enter the contest
- Research showed an apparent increased, positive shift in consumer understanding of key brand benefits
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Dove - Beauty Quest Documentary
Promotion Objectives:
- Communicate Dove's distinct positioning in the beauty industry, thereby allowing consumers/viewers to identify with the values of the brand
- Build a powerful, emotional bond with the Dove consumer and the W viewer
- For Dove to be top-of-mind for everyday women looking for real beauty solutions
- Generate awareness and viewership for W Network and wnetwork.com
Promotion Strategy:
- Build a partnership to enable the creation of an innovative multi-media campaign; the culmination of Dove's extensive integrated communication plan
- Go beyond traditional advertising practises into a new genre of media use - pure television programming content
- Leverage the power of W Network by involving a number of W talent
- Extend the reach of Dove's Campaign for Real Beauty and the Dove Real Beauty Photo Exhibit
- Involve consumers in the conversation about defining real beauty
Communication:
Beauty Quest
- Followed female fashion photographer, Arline Malakian as she embarked on her own thought-provoking journey to find the defining picture of beauty for the Dove Real Beauty Photo Exhibit.
- Interspersed with interviews of people with thoughtful and provocative views on the abstract notion of what is real beauty?
- "Real beauty" message was featured prominently while at the same time maintaining the journalistic credibility.
- Arline's photograph has been featured in Dove Real Beauty Photo Exhibit as it traveled across Canada
Incremental Support
- A series of five vignettes were created featuring W's highest profile talent talking openly and candidly about their personal thoughts on real beauty. Each vignette closed with the Dove brand message.
Note: Video Player works in Internet Explorer and Mozilla Firefox browsers with Flash version 9 or newer. If you can't view the player, you can install a free Flash upgrade for your browser, close your browser, re-open and try again. If your browser opens to an error message instead of the video player, try pressing the 'Back' button to see if the video will come up. Still can't see the videos? Contact us now and we'll e-mail the file(s) in a format you can view.
- "Beauty Event" was created on W Network with themed programming before and after the premiere of Beauty Quest
- Re-scheduled Monday - Friday programming block designed specifically for Dove
- Billboards, brandsell, branded network program promotion and lower third messaging to drive tune-in and direct to wnetwork.com
- On-line forum with programming info plus a chance to vote on their favourite photo from the documentary.
- Creation of a stunt event on The Documentary Channel for additional airings of 'Beauty Quest', augmented by complementary and engaging documentaries.
- Tune-in support on other Corus Networks including CMT and The Documentary Channel
- Print ads were created to increase awareness and tune-in
- Extensive PR campaign by both Unilever and W Network
Results:
- Beauty Quest over-delivered on audience estimates by 15%
- On-air activity drove traffic to a Dove microsite on wnetwork.com where impressions over-delivered on estimates by 28%
- Garnered massive publicity, reaching an audience of over 7,540,000
- Beauty Quest was highlighted as 'must watch tv programming of the week' in Starweek (tv listing magazine publication).
- Unilever contact centre has received an influx of calls for copies of Beauty Quest
- The Dove Beauty Quest campaign won Gold and "Best of Show" at the 2005 Media Innovation Awards in Canada
Summary:
- Unique program was created which embodied the essence of the Dove brand without compromising the integrity of documentary programming
- All of the campaign elements effectively reinforced the Dove beauty philosophy
- Set a new standard for Dove marketing internationally
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