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
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