Tangible Impact AOL ETab Success May, 2007

ETab Objectives  Not Your Daughter’s Jeans wanted to efficiently and effectively reach a large audience of adult females to promote its Tummy Tuck Jeans product line.  The AOL “ETab” was selected for a single-placement, one- day promotion, because it offered a powerful combination of reach and relevancy, in a highly-frequented environment.  Campaign objectives included Jean Club database registrations, sales from Nordstrom.com as well as sales at Nordstrom’s stores.  This was the first-ever rich media ETab to run on AOL .  The Tummy Tuck Jeans video-enabled ETab ran on April 26, 2007.

ETab Creative eTab Creative CTA #1 links to personal testimonial video CTA #2 links to store locator CTA #3 links to Not Your Daughter’s Jeans website Video Play

ETab Success Metrics  ETab CTR was 210% higher than the average ETab CTR. (This is the number of prospects that clicked on the “Tummy Tuck Jeans” ETab.)  CTA Clicks-to-ETab Clicks was 37% higher than the average. (This is the % of prospects that opened the Tummy Tuck Jeans page and clicked on at least 1 of 3 CTAs.)  CTA CTR-to-Impressions was 322% higher than the average. (This is the % of prospects who saw the ETab and clicked on at least 1 of 3 CTAs.)

ETab Creative Contribution  Strong creative execution played a major role in this ETab success:  Video testimonial was instrumental in driving performance of the ETab.  Equally prominent retailer locator offered an alternative opportunity to engage the consumer.  Clean design allowed the ETab content and CTAs to “pop.”  Strong background color helped the ETab stand out from the blue page behind it - & the yellow ad beneath.

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