How better for a Garden State business to engage with potential customers across screens than to feature a star of one of cable's top shows set in the state? For the Hughes Center of Cherry Hill, NJ, that meant featuring Real Housewives of New Jersey star Kathy Wakilein TV and digital advertisements for coolsculpting, a cosmetic surgical procedure.
Looking to reach women aged 25-50 who lived within 15 miles of the Hughes Center's location, television marketing focused on networks popular with that demographic, including Food Network, OWN and, fittingly, Bravo, home to the Real Housewives programs. Television advertising was supplemented with complementary banner advertising on Xfinity.com, which drove site visitors directly to a page with detailed information about the coolsculpting process.
It was a “real” story of multi-screen advertising success, as traffic to the Hughes Center’s website increased 30%.