Slendertone

Slendertone

Bronze Award

Keeping your dragon happy: how Slendertone delivered its venture capitalist investors sustainable business growth

Slendertone proved advertising’s effectiveness to a unique type of investor, venture capitalists, and delivered sustainable business growth. The brand was faced with the challenge of proving that it was continually optimising its marketing strategy and spend. First, a new media strategy was developed to allow for TV; using consumer insights, it optimised messaging around times when people were most “body aware”. Second, to combat perceptions that the toning products were just a gimmick, communications were overhauled to show a “healthy and fit” audience the simple benefits of adding “tone” to their lifestyle. As a result, revenue increased by 71 per cent, while the marketing spend ratio decreased from 40 per cent to 23 per cent.

Judge’s comment

Slendertone was a fascinating paper because it deals with the modern phenomenon of business, which is the venture capitalist, and how to convince them that their investment is worthwhile.

Angus Maciver, group marketing and communications director, Morrisons

For the complete case study visit the WARC website.

Databank

BRONZE Award

Slendertone

By developing a new media strategy to allow for TV and changing the communications approach, Slendertone proved advertising’s effectiveness to its venture capitalists and increased revenue by 71 per cent.

Databank.

Title Keeping your dragon happy: how Slendertone delivered its venture capitalist investors sustainable business growth

Client Bio Medical Research

Entrant Publicis

Authors Stacy Takaki Goss, Publicis; Trish Lally, Slendertone

Media used TV, magazines, internet, interactive, sales promotion, PR, search