Building a microsite for a major product promotion

Challenge RoC^®

Objective and brief

• RoC, a French brand that produces premium anti-age skincare treatments, asked Content Formula to deliver the online component of the re-launch of their Retin-Ox^TM+ range.
• "Challenge RoC" encouraged women to try out the product for 12 weeks. The campaign slogan was "Give us 12 weeks and we'll give you 10 years off your wrinkles". The campaign had a 360 degree presence with in-store displays, television advertising, press advertising, PR support and online.

How objectives were met

• Content Formula developed a premium Flash site with highly developed interactive and animation content.
• The site was focused on presenting details around the Challenge, the prizes and the products, and on encouraging women to sign up.
• On signing-up, users received a money-off voucher by email and were given access to a members section. This contained a progress tracker to use during the 12 weeks of the Challenge. An opt-in progress newsletter was sent out every month to give encouragement to participants and ensure they kept up use of the product.
• An "ask a dermatologist" mechanic allowed users to ask skincare related questions the best of which were answered on a monthly basis.