Driving sales in the search for the Vosene Family of 2011

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“The website that Madhouse created is professional, engaging and very family friendly! We have been so pleased with the response to the competition, and the website has enabled entrants to really engage with our brand

”Helen Maddin, PR Manager, Lornamead

The briefEstablish Vosene as a family brand, communicating the message that there are effective Vosene products for all ages.

Drive consumer traffic to the Vosene website, strengthen the brand positioning, increase sales and strengthen ties with charity partner, the NSPCC.

The solutionThe campaign was conceived as a celebration of family values, as these are the foundations that underpin family life. In order to build this message and reinforce Vosene’s position as a traditional family hair care solution, Madhouse created a website to integrate with the wider family values campaign.

A viral competition, social media activity and extensive marketing activities were all employed to drive traffic to the website. The competition asked entrants to submit stories of family life based on monthly themes; they were then encouraged to garner votes, thus ensuring multiple repeat visits and a successful viral effect.

The resultsThe competition attracted a huge number of entrants, leading to a big increase in Vosene’s brand profile among its target market. This interest has also resulted in a significant increase in sales across the full range of Vosene products. View the Vosene families website here.