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  WHAT THEY SAID
  I look at MS3 as an intimate leading edge strategic partner that understands the broad spectrum of marketing via "e" but also has critical expertise in core areas necessary for anyone's long-term success.

 
 
— Peter J. Valenti
Vice President, Marketing, Johnson & Johnson Vision Care
INTERNET MARKETING
Acuvue Sees the Strength of Search Engine Advertising
Converting consumers as they search
CHALLENGE
Capturing potential customers as they consider contact lenses, without competing against online retailers selling Acuvue Contact Lenses
Strategy
MS3 crafted a search engine advertising campaign using functional vs. emotional consumer trigger points and the consumer buying cycle as key factors in creating a messaging strategy that targeted new wearers
Solutions
•   Strategically chosen keywords reflect not just product-centric words, but also differentiating brand benefits
•   A series of text ads appeal to the user's emotional connection to appearance, and have a strong promotional overlay
•   A/B testing: Landing pages that reflect the sell copy created in the text ads help optimize the campaign
Results
•   Stellar ROI: MS3 strategy and creative provided:
•  Triple digit growth in click-through rates
•  Over 250% increase in conversion rates
•  Reduced cost-per-click by over 40%
•   Acuvue increased their spend in SEM by almost 1,000% over initial investment
MS3 Services
Strategy: Persona development, search strategy
Execution: Text Ads and Landing Pages, Optimization, Analysis
 
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