Fancl sees clear results with online campaign

Singapore - Facial product brand Fancl's recent efforts to drive audiences to its website through a campaign on Microsoft Digital Advertising Solutions (MDAS) has returned a 0.71% click-through-rate (CTR), more than triple the industry average.

Yuri Seno senior marketing executive at Fancl Asia said this was the company's first online campaign in Singapore, undertaken as the company was keen to extend the reach and strategy of their campaign beyond the usual media mix.

"We recognise that consumers are now connected to the internet more than ever before and it makes business sense to include online advertising in our media mix apart the traditional forms of print and broadcast advertising," Seno said.

Fancl's 'White Essence' campaign ran from 1 to 15 June; an Over-The-Page (OTP) showcase banner on MSN Singapore's homepage was used and an online contest was launched to encourage user engagement with the website and Fancl brand. In addition, Windows Live Hotmail banners also ran during the campaign period to target 18 to 34 year old females.

Hakuhodo was responsible for media duties while dLive Media handled sales responsibilities for MDAS.