Direct Response Campaign Case Studies

At Icon Media Direct, we’ve helped clients across a number of industries achieve success. Our direct response campaign services enable our clients to connect with their target markets in an eye-catching and engaging way. Read our case studies below to learn more about how our direct response campaigns help our clients achieve their goals. And be sure to contact us if you’d like to find out more about our services.

Objective/Challenge: Transition from the long-form TV commercials Proactiv launched their brand with to short-form spots to build higher frequency among the target demographic to improve sales rankings in its category

Icon Action: Analyzed TV programs and networks that indexed high for the Proactiv target demographic. Used frequency on key networks to build the brand and increase sales.

Outcome: Proactiv ranks #84 in Brandweek’s June 2008 National Top 3,000 brands- higher than brands like Apple, Coca-Cola Classic, Hyundai, Honda Civic and others. Proactiv ranked #1 in product category.
Objective/Challenge: To execute a profitable Direct Response launch with the goal of transitioning to retail in a highly competitive fitness equipment category

Icon Action: Conducted a competitive analysis and had buyers negotiate the best rates for :60 and :120 short-form TV spots, reaching the target demographic with high frequency

Outcome: Iron Gym sustains a successful Direct Response campaign, breaks into the category at retail and maintains a profitable business as a leader in the category.

Objective/Challenge: Help inventor to advertise her product, after being turned down by another agency

Icon Action: Drove phone and web sales through strong media buys with :120 and :60 short-form TV spots

Outcome: Grew brand awareness enough to help the inventor do a brand buy-out with a large marketing company. Icon Media Direct is now buying the media for the large marketing company that acquired the Bumpits brand.