Components of the site include a desktop and mobile experience that are tightly integrated with Zicam’s newly launched national advertising campaign, which also includes television, print, public relations, digital advertising and social media.
The revamped site, www.zicam.com, features the “Cold Monster,” a major character in Zicam’s new advertising campaign. It includes interactive features, such as a proprietary “Monster Tracker” tool that helps consumers gauge the level of “cold alert” in their city or town.
Primacy completed an initial redesign of zicam.com in August 2012 that did not yet include the “Cold Monster,” which appears this week on the site for the first time. Since the initial redesign, Zicam.com has witnessed a significant traffic increase, realizing 64% more site visits in August and 15% more in September. Page views increased 14% in August and were up 66% in September.
Primacy worked with Grok, Zicam’s new advertising agency of record, over the very short timeframe allotted for the site redesign and launch. Primacy’s work – which was completed in less than the three months required – included developing creative concepts, integrating the site’s theme with the national “Cold Monster” advertising campaign, setting up the site’s technical aspects and improving its search engine optimization (SEO). Primacy has partnered with Grok on several other projects out of Primacy’s New York office.
Primacy based the site redesign on Zicam’s new tagline, “Go from Pre-Cold™ to no cold faster™.” The site includes a page titled “What’s a Pre-Cold?”, which explains the new Pre-Cold market category that Zicam created.
“With Zicam’s new position as the Pre-Cold medicine leader, we needed to complete the repositioning of the brand, including a redesigned Zicam.com,” said Leslie Molloy, Senior Vice President of Marketing for Zicam. “In partnership with Zicam and Grok, Primacy was able to come in and create a complete digital environment that told our story in a compelling and engaging way, while meeting our strict timelines. We’re very pleased with the result.”
Lino Ribolla, Executive Creative Director for Primacy, said the company was able to rely on its strengths in the consumer products sector in its work on the Zicam account. He noted that consumer goods companies like Zicam are often aggressive adopters of digital media since many of their customers are active digitally, including on social media and mobile.
“Because we’re not focused on one industry, we’re able to take a variety of approaches to digital media development based on each client’s unique need and situation,” Ribolla said. “For instance, we can help clients that are faster adopters stay ahead of the curve, developing highly engaging digital experiences. In turn, our clients in other sectors can then learn from those experiences as we demonstrate how it applies to their business. We also have a philosophy that we have to prove ourselves on each project, thus growing the client relationship as we continue to add value to our clients’ success.”
Primacy (formerly Acsys Interactive)