Studies

CLIENT: NeXXus

CAMPAIGN: Dualiste

Flight: January 1 - March 31, 2008

Focus: MarieClaire.com

Foundation: HarpersBazaar.com and Kaboodle.com

OBJECTIVE

• Align NeXXus Dualiste hair care products with beauty-centric and high-fashion content on MarieClaire.com and HarpersBazaar.com to garner awareness for NeXXus signature and new product lines.

STRATEGY

• HDM created a custom "Access Style" Brand Integration Hub featuring three custom elements

SOLUTION

• The Brand Integration Hub featured:
  • NeXXus "Access Style" sweepstakes (One winner won $500 toward a brand-new wardrobe!)
  • "New Year, New Hair" and "Fresh Spring Hair" hair tips
  • NeXXus "How-To" videos (two video demos)
  • Custom "Surprise Stylist" video series

EXPERIENCE

• Access Style allowed targeted users to create a relationship with NeXXus through the trusted lens of MarieClaire.com's expert content
• The "Surprise Stylist" video series increased traffic and time spent within the hub
• HDM was a top-tier performer for purchase intent and intent to visit NeXXus site*
• Smart tout links continued to significantly impact traffic to sweeps and hub landing page

*According to a comScore study