Bodycology Interactive Campaign

Advanced Beauty Systems came to us with one of their product lines Bodycology.  They were in the process of promoting a creative strategy - “What’s Your Bodycology?”.  The assignment was to take this newly branded product line and ultimately form an online community, celebrating the brand and the women who use the product.

The online initiative began with a banner campaign (standard/rich).  The RICH component included an in-banner quiz with email capture.   At the same time, the standard banners drove users to a landing page with the same quiz/email capture functionality.

The “What’s your bodycology?” banner campaign coupled with the insightful Media Buy of our partner, Gauge Digital, netted nearly 40,000 additional email addresses in less than eight weeks time.   The interaction rate was 24.29% for one creative and 12.12% for the other creative, which surpassed the industry standard interaction rate of 7.64% The conversion rate from visits to email sign-ups was 6% which also beat the industry rate that usually is between 1% and 6%.

Boxcar then “challenged” the above collected email database to help create MY bodycology – an online portal for women.  Emails were sent inviting users to vote on possible areas of content that would ultimately be - MY bodycology.  The potential areas of content include: Fitness, Beauty Tips, Celebrities, Health (real age), Fashion, Value, Parenting, Household Tips, Horoscopes, Nutrition, Finances, Success Stories, Editorial.  Voting was a fun, interactive experience – a true reflection of the brand.