DIVERSE ONLINE STRATEGY FOR A DIVERSE BUSINESS
Genepharm Australasia is a leading Australian owned and managed pharmaceutical and health care enterprise. Genepharm distribute a growing range of consumer pharmaceutical brands. T-bone Productions have worked with Genepharm to develop online marketing strategies for a number of their brands.
- avene.com.au
- hairylemon.com.au
- aveneactivated.com.au
Overview
T-bone Productions was engaged to develop a site for the Australian arm of Eau Thermale Avene, a range of cosmetics designed specifically for people with sensitive skin and dermatological problems. As part of this project T-bone developed Avene Activated, an online training and incentive module for pharmacy staff.
Following the success of the Avene project, T-bone went on to develop revamped Hairy Lemon website and an online consumer promotion. This also included developing their online direct marketing and managing the growth of Hairy Lemon subscriber database.
Targeted creative design
In both the Avene website development and the revamp of the Hairy Lemon website there was a need to thoroughly analyse the target market and gear the visual look and feel of the site to narrow market demographics.
Avene required a distinctly feminine look and feel that was focussed on delivering important information to consumers who are likely to have medical concerns when shopping for cosmetics. The site was also required to showcase a product range that differed in size and shape and retain consistency and appeal.
Hairy Lemon is a distinctly different brand, targeted at the 18-35s who enjoy an active lifestyle and don’t mind a party. As such T-bone developed a site that exudes energy and has a quirky and provocative tone to the copy. The site includes other features designed to appeal to youth including downloadable ring tones and a competition.
Site performance
Both sites have performed extremely well with a noticeable upturn in website traffic.
Search engine rankings have improved dramatically. The Avene Activated online training and incentive module has been well received by pharmacy staff and uptake has outstripped expectations. The Hairy Lemon promotion has seen a growth in the customer database and interaction with the target market has been improved.
The Future...
T-bone look forward to continuing to grow as a key online supplier to Genepharm. We will continue to provide Genepharm with the creativity, capabilities and strategic suggestions to push their brands to the next level online.
