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Young America
MyBoneYard® Product Launch
www.myboneyard.com
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Background: Our client was seeking a way to engage with consumers on a new green initiative. They wanted to make it easier for consumers to participate in recycling efforts and to provide rewards for recycling that were unique in the marketplace.
Challenge: In a field crowded by other entities competing for used electronic components, IQ’s challenge was to brand our client’s solution, create the Web portal, build awareness, and drive qualified traffic.
Solution: Enter MyBoneYard.com — an innovative consumer electronics recycling portal — branded, positioned, and launched by IQ. We developed a multi-channel marketing campaign to educate consumers on the benefits of recycling and to simplify the process of recycling old or unused electronics.
Results:
Word-of-Mouth (WOM)
We selected a Web portal called BzzAgent to initiate a word-of-mouth campaign. Members of this site (agents) are provided incentives to check out new Web sites and share their opinions on functionality, overall design, and appeal.
- Traffic referred through BzzAgent amounted to 4,305 unique visitors and 5,747 overall visitors to MyBoneYard.com.
- True WOM activity was generated, as each agent referred MyBoneYard to an average of 4.5 people. Overall, agents sent 1,835 email referrals.
- Analysis of agent activity revealed responses ranging from 81% to 92% positive to questions such as whether the content was useful, the site was easy to navigate, and the visitor was likely to return there. Only 18% found any detractors at the site.
- Based on the agent activity, we learned that the site was popular and functional and had a great appeal to the general public as well as the target audience.
Online Display
Our goal at IQ was to achieve 79MM impressions. Total delivery was 133.5MM impressions—69% more
impressions with no increase in budget!
In the process of attaining these results, the campaign reached 52,489 clicks overall, at an overall low Cost per Click (CPC) of $1.24, and showed strong activity (visits) across the MyBoneYard.com landing and interim pages. These results demonstrated the true relevancy of the ad placements and the targeted audience.
Search Engine Marketing
Working with a very limited budget, IQ drove over 8,600 visitors at a 0.91% click through rate, exceeding client goals. Search engine marketing significantly impacted earned media impressions.
All of these results supported IQ’s integrated cross-channel strategy on this site launch. |
