Bayer – TuttoVitamine

Goals

• Promote the culture of vitamins, which lack awareness in Italy, with a consumer penetration rate of only 15%.

Solutions

• Build an authoritative vertical information presence on the internet, sponsored by the company, in which information on vitamins is separated from information on products, accessible via dedicated mini-satellite sites;
• To rely, for content management, on the results of continuous analysis of spontaneous online discussions among users;
• To identify and monitor the strategic hubs through which information about vitamins is developed and disseminated, in order to drive traffic from interested users to sponsored content.

Results

• 2.5 million visitors in 4 years;
• 7.5 million page views on vitamins (average of 10.5 pages per visit for approximately 40% of users);
• Best European website 2009.