Digital

Integrated Campaign to support promotional launch

Cowan Group was selected by marketing agency Hotbed to design and implement the latest integrated campaign for Bodyform to promote the launch of their latest on-pack promotion to give away Jemma Kidd Make Up School lip-gloss. The campaign included a microsite, HTML emails and a series of full-page press advertisements in major weekly and monthly consumer publications. The digital activity marked a departure from the brand’s usual use of television advertising and was part of a multi-million pound investment. Cowan Group developed the initial concept, reflecting Bodyform’s continuing repositioning as a facilitator of a woman’s everyday life. Work included homepage takeovers and expandable banners using Flash embedded video; for sites such as MSN, Yahoo and Heatworld. We also designed and created rich media and static banners on women’s lifestyle, entertainment and social networking sites including Marie Claire, In Style and ASOS.