Background:
A favorite product in Canada for industrial and commercial uses since 1958, Jig-A-Loo launched to the Canadian retail sector a decade ago. In the Spring of 2007, Jig-A-Loo made its debut in the US.

Challenge:
Fanscape was approached by agencies Horizon and Taxi to deliver a creative and integrated online word-of-mouth marketing campaign designed to reach potential consumers and spread awareness of the product launch.

Execution:
Fanscape worked with a targeted list of lifestyle websites to integrate Jig-A-Loo links, articles, promotions, user-generated contests, and product reviews seamlessly within the sites' content. This approach not only surrounded the right target audience with Jig-A-Loo's message, but also created higher-quality, more credible contacts vs. advertising.

Using a variety of below-the-line grassroots efforts, Fanscape concentrated on quality over quantity -- finding the right audience and exposing them to the product in non-traditional ways. These creative integrations introduced users to the brand and encouraged them to actually interact with the product, creating a lasting and meaningful impression. An example of one of these experiences is the online contest Fanscape organized with I-Mockery. The promotion resulted in 50+ imaginative user-generated print ads and has generated hundreds of comments in forum posts. Additionally, Fanscape discovered users on a variety of home-improvement and do-it-yourself forums in need of a product such as Jig-A-Loo and communicated one-on-one with each, further deepening the brand recognition and encouraging purchase of the product.

Results:
Overall, Fanscape secured 139 high-quality targeted placements using promotions, editorial placements, videos, reviews, and forum posts. Fanscape's placements provided close to 3 million HIGHLY targeted impressions for Jig-A-Loo. In addition the word-of-mouth placements were 100% transparent -- giving the Jig-a-Loo brand increased credibility as it entered into the non-traditional marketing space for the first time. The ROI can be seen in lasting, multiple and meaningful word-of-mouth impressions for the product that could not have been purchased.

Credit Information
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Client: Jig-A-Loo
Agency: Fanscape
Budget: Undisclosed
Date of Campaign: 5/14/2007 - 6/25/2007
Case Study URL: http://fanscape.biz/gallery/pics/WOMMIES2JigALoo.pdf