DoubleClick Case Study
archived for educational use and research
Copyright © 1996-8 DoubleClick, Inc. All Rights Reserved.

Client:
Bristol-Myers, Excedrin
http://micro.sitespecific.com/Excedrin/BM 

Objective:
Build database of potential customers with lower cost per lead than traditional media 

Campaign Description:
SiteSpecific created banners and a microsite offering free samples. DoubleClick Spotlight was used to track user activity after the click, determining which click-throughs led to leads. A frequency of one was set to minimize waste. The campaign ran across the DoubleClick Network in early April, promoting relief during the headache-inducing tax season. 
 
 




Results

  • Excedrin tripled their original goal of registered names; 300% over the objective.
  • Achieved cost-per-lead (CPL) acquisition that was 50% less than traditional methods.

  • The CPL was calculated using DoubleClick Spotlight technology.
  • Over 1,000,000 users saw the Excedrin ad campaign with 15,948 click-throughs.
  • Leads allowed Excedrin to promote the The Excedrin Headache Resource CenterTM (www.excedrin.com), an educational outreach program for headache sufferers.
Client Comments
"Our online campaign demonstrated the power of the Web as an efficient and cost-effective marketing tool. Through the use of DoubleClick’s technology, we were able to reach a vast audience, and then calculate the effectiveness of our campaign." 

Peggy Kelly, VP of Advertising Services, Bristol Myers

Copyright © 1996-8 DoubleClick, Inc. All Rights Reserved.
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