Situation:
GLAD wanted to increase awareness and education around the versatility of Press ’n Seal wrap beyond the kitchen. Brand saw an opportunity to reach users who experienced an “ah ha” moment with the product, which in turn lead to increased usage occasions. The idea: GLAD® Press’n Seal® has thousands of uses.
Better Ideas:
Tribal DDB leveraged two insights: The first--Press’n Seal® Wrap’s natural versatility. Users were discovering a variety of applications for the product’s unique technology on their own. The second--the web is an ideal forum for consumers to share tips and tricks.
We created a highly interactive website located at 1000uses.com. The site leverages the brand equity of its parent , glad.com, while providing a unique Press’n Seal experience. Visitors may submit tips through a virtual home or browse existing content via a searchable archive. In addition, a monthly $1000 sweepstakes helps drive repeat traffic and an incentive to participate.
To manage consumer submissions Tribal DDB also delivered a custom admin tool for the client to easily review, approve and publish tips. The simple interface provides an efficient method to maintain content quality and integrity.
Finally, Tribal DDB created online advertising to drive awareness among the GLAD’s web-savvy consumers. Units targeted key aperture content providers like AOL, iVillage and Pogo.com.
Better Results:
1000uses.com was an immediate success, attracting heavy activity even before online advertising launched. BrandWeek profiled the launch. The client proclaimed 1000uses.com a huge success, obtaining a trademark for the tagline and integrating it across multiple online and offline vehicles.
The website launched late November 2006 and has already demonstrated strong results:
- 160,000 unique visits
- Over 6,000 consumer tips submitted
- Over 110,000 sweeps entries recorded
- Over 4 minutes spent with the website
www.1000uses.com
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