Amway Canada made a very bold move as they have invested 100% of their budget from traditional to digital (a large percentage was with Microsoft Advertising Canada), this in part of their first execution of its kind on the MSN Lifestyle pages, as well as Skype. This also marks the start of a year long digital campaign between Amway Canada and Microsoft Advertising Canada. There was also some assistance from PHD Canada who recommended the consumers goods manufacturer to adjust their budget and invest with Microsoft.
The ads will be targeting generation X and Y and the campaign consists of an exclusive title sponsorship of three custom MSN Lifestyle pages. Running from April through December 2013, the program will offer consumers rich and engaging content from AMWAY and MSN editors. The first collection of articles and video content will center around “True Beauty.”
With the addition of custom backgrounds, Facebook module integrations, polling features and Skype homepage masthead takeovers, the robust program is designed from the bottom up to drive brand favorability (see image above).
Is digital the future of advertising? In the words of Chef Emeril, “Bam!”