August 09, 2000
Case Study

iVillage Banners Get 52% Click Through at Hollywood.com

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SUMMARY: No summary available
CHALLENGE
iVillage wanted to reach out to women interested
in entertainment topics, and maximize their ROI on their
Astrology.net division. L90’s Allyson Davis VP Corporate
Marketing shared the details with us.

CAMPAIGN
Online advertising network L90 suggested that
iVillage work with premiere entertainment Web site
Hollywood.com’s Women in Film site section. Instead of just
placing banners, they decided to turn the media buy into a
content partnership.

Women love iVillage’s Astrology.net content. So,
Hollywood.com proposed that iVillage add a “Celebrity
Horoscope” section to the Women in Film area. The new
section featured astrologically-based celebrity profiles.
Banners and other in-site links offered visitors the chance
to visit iVillage to read their own horoscopes.
Hollywood.com supported the Celebrity Horoscope section by
running banners for it throughout its entire site, as well
as promoting it in their weekly, member, email newsletter.

RESPONSE: The campaign achieved clickthrough rates as high
as 52%!

NOTES: L90’s Davis says, “This campaign illustrates the
benefits of developing relevant content and using
technologies that are consistent with your marketing
objectives (customer acquisition, reminder medium, driving
traffic) in a way that doesn't interfere with the consumer's
reason for being on the Internet.”

Check out samples for yourself at the links below.

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