"Women Who Shine" helps Listerine connect with the prized female demographic
These days marketers can tap powerful new technology to target the right audience with pinpoint precision---but sometimes there's nothing better than aligning your brand with killer content you know will deeply connect with the demographic of your dreams.
We're experts at creating premium content and offer brands two ways to leverage that:
- work with content that we've already created to connect with a specific demographic, or
- come to us with the target audience you desire, and we'll build new custom content to reach it.
Here's a minty-fresh example of how it can be done: Listerine is sponsoring brand-new original content on Shine from Yahoo!, our leading women's website with 34 million unique visitors a month, called "Women Who Shine." We created this new feature to drive engagement with the core of Shine's global audience---women ages 25-44, middle to higher income, lots of moms and an independent spirit. Listerine was looking to target this audience and signed on as the exclusive sponsor.
To help shape this content, we called on our own research on Shine's audience. Our readers told us that women don't have to be celebrities, politicians, or business leaders to be considered successful1, and that they deeply appreciate the "everyday women" who make real differences in others' lives and in their communities. Women Who Shine was designed to spotlight just such women by allowing Shine readers to nominate and vote for extraordinary women in a number of categories, including mothers, teachers, healers, survivors, athletes, activists and more. Votes will be tallied to determine a grand prize winner, who will receive $10,000, along with prizes for each category winner.
Listerine's messages and sponsorship are prominently displayed to Shine readers throughout the pages of this original content, which includes profiles and photo galleries of the nominees, and is being promoted to consumers through email, social media, editorial content and more.
1: "The Power of Women" by Yahoo! and Fortune, July 2011