Rockface 4 Men is a no nonsense male grooming and skincare range with a premium fragrance and active ingredients.
The Brief
From a standing start create brand awareness for the new range and position it as the active man’s grooming and skincare range of choice.
The Solution
We created a visual website designed around dangerous sporting activities simply to enforce the message “make your deodorant work harder”.
As well as the website, PR played a major part in creating brand awareness as we targeted all of the men’s health and fitness magazines and bloggers at launch and with an ongoing media relations campaign.
An online shop was also added to the website and traffic was created by competitions and promotions on both Facebook and Twitter.
Visitors to the website were asked to sign up to receive special offers and discounts so Rockface was able to quickly build up a database of customers. We built into the website an emailing facility which sends newsletters and other offers to the database at least once a month.
Adding a monthly blog to the website has helped keep content fresh and again every blog entry is tied in with a unique promotion with an individual promotional code to keep driving sales.
The Success
Both Twitter and Facebook have played a critical role in building presence and awareness nationally for Rockface both continue to grow followers and likes.
Men’s health and consumer press coverage was estimated to be £500,000*, with ongoing lifestyle blogs and websites continually running promotions and competitions. Social media based campaigns have now helped the online database to grow to 20,000+ newsletter subscribers.
From an initial listing in Waitrose, Rockface is now available in Sainsbury’s, Superdrug and is now about to launch in another multiple.
* Advertising Value Equivalent (AVE) referring to the cost of buying the space taken up by a particular article, had the article been an advertisement.
The Technology
In addition to designing, maintaining and hosting the website, we also developed a customised content management system (CMS) allowing the client to quickly and easily update all the information on the website.
- Interactive website design
- Bespoke content management system (CMS)
- Research, content creation and copy writing
- Blog content creation and writing
- E-newsletter marketing functionality
- Social Media
- Search Engine Optimisation (SEO)
Contact Us
If you would like further information on this particular project or have a similar project which you would like some help or advice on then please contact us here.
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