The Structural Graphics Blog

I was wondering if Dr. Scholl's ever shared the success rate of this campaign? Also, did the add drive them to a website, coupon... how did they track the response?

Hi Jennifer, 
 
 
 
Thank you so much for taking the time to visit our Blog! In regards to your question about the Dr. Scholl’s insole ad, the first of three pubs that these inserts are running in are in-market right now. The two additional pubs have not hit the newsstands yet, but are due to release in the coming weeks, so we don’t have any data on these ads yet. However, the company tested the promotion on a smaller scale a year ago, in the June issue of Glamour for a specific subscriber list of about one million in all. Research by Glamour one month after the ad first appeared showed that 11% of the subscribers had actually bought the insoles and 58 percent said they planned to buy a pair. In all, 57 percent reported peeling the insole off the page, with 37 percent actually testing it in a shoe.  
 
Here’s an excerpt from an article that appeared in the New York Times regarding the ad, and a comment from Merck’s VP of Marketing: “For us that response rate was outstanding,” Mr. Higgins said. “One of our goals is to build awareness of this brand and this segment and to get women to think about Dr. Scholl’s and feel the fit, comfort and shock attenuation.”  
 
 
 
I hope this response was helpful Jennifer. Please check back in soon! 
 
 
 
Thanks!