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This week, Microsoft Advertising Canada is excited to announce the launch of an eight-month long digital campaign with AMWAY CANADA, a global leader in health and beauty. This new content integration campaign will run on the English and French MSN Lifestyle pages, as well as Skype throughout 2013.
Targeting generation X and Y, the campaign consists of an exclusive title sponsorship of three custom MSN Lifestyle pages. Running from April through December 2013, the program will offer consumers rich and engaging content from AMWAY CANADA and MSN editors. The first collection of articles and video content will revolve around True Beauty.
With the addition of custom backgrounds, Facebook module integrations, polling features and Skype homepage masthead takeovers, the robust program is designed from the bottom up to drive brand awareness and favorability. Images of the campaign can be found below.
The idea for the campaign began with a recommendation by PHD Canada to increase AMWAY brand awareness with a complete shift to digital advertising. PHD Canada considered Microsoft Advertising best equipped to address the business challenge. The result: AMWAY moved 100% of their budget from traditional (broadcast) to digital.
This will be the first execution of its kind on the MSN Lifestyle pages. From our perspective, it’s exciting to see a traditional company move 100% of their advertising budget into the digital space and we fully expect to see this shift more frequently as companies realize the impact digital advertising can have on brand awareness. We see that innovative formats offering a valuable experience to consumers embedded within online interactions of their choosing is what allows advertisers and consumers to effectively interact, connect and personally engage.
Angela Abdallah, AMWAY CANADA’s national marketing manager, summed it up well: “We have entered a time of online dependency. It is no longer a pastime, but is instead a way of life, and we believe Microsoft Advertising’s platforms will allow AMWAY CANADA to create a rich, engaging experience that will resonate with our target audience.”
PHD Canada’s challenge was to create a media campaign that would maximize AMWAY CANADA’s awareness. From a communications standpoint, their focus was to convey an explicit message to an audience with a low probability of interest. PHD Canada wanted a partner that would help deliver on longevity of messaging, while presenting a unique way to connect with the target audience through relevant branded content integrations- we’re challenging what digital ads can be, aiming to deliver engaging, relevant and valuable experiences to connect with the consumer. AMWAY chose us as their partner and we are thrilled to work with them to bring innovative solutions to their clients.
Please check out PHD Canada and the AMWAY campaign here. For more information about the advertising opportunities available with Microsoft, please visit advertising.microsoft.com
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