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EDB and Friends: Reviving a Mature Brand through Interactive Online Marketing
內容大綱
In Hong Kong in 2001, a leading eye drop brand's position was threatened. Although it was a top selling brand (from here on referred to as EDB), overall eye drop usage was declining and the entire category was shrinking. Furthermore, customers showed no particular brand preference and price alone determined sales. To better understand the situation, the company surveyed EDB's target customers and discovered that its brand image was outdated and that its core users had aged with the brand. Thus, in order to sustain a long-term customer base, EDB needed to realign with its target audience and reposition the brand. The company hired Beyond Interactive to help them face these challenges. The Beyond team came up with a one-to-one interactive online campaign, EDB and Friends, aimed at achieving three objectives: reposition the brand towards a younger audience, rejuvenate the brand image, and establish brand preference. With its games, its likable virtual personality, and relevant content, EDB and Friends helped the company achieve its objectives and the award-winning campaign was a commercial success. Introduces and illustrates the following concepts: one-to-one marketing, brand revitalization, and repositioning. Provides a best-practice example of a creative online marketing campaign.