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Jergens bolsters print ad campaign with QR codes

Personal skincare brand Jergens is loading its print ad campaign with mobile bar codes to inspire readers with style tips this season.

The QR codes are part of Jergens? ?Style Solutions? campaign that polled the brand?s Facebook page fans on how to mix up a wardrobe for the fall season. The Jergens print ads are appearing in the November issue of InStyle magazine and are being powered by Scanlife.

?According to our statistics, more than 40 percent of the total scans in the third quarter of 2012 were scanned by women, and female-targeted campaigns do quite well assuming the content is valuable," said Mike Wehrs, president/CEO of Scanlife, New York.

"Because the ad is geared toward women, Jergens is taking into account who their audience is and what timely content that can be offered within seconds of the scan," he said

Jergens did not respond to press inquiries.

Mobile style
Creative for the two-page spread print ad encourages consumers to spice up their fall wardrobe with this season?s must-have items. A picture of a styled outfit takes up the first page of the ad with a mobile bar code placed in the bottom left-hand corner.

Copy next to the QR code reads, ?Scan the mobile bar code with your phone to access a video with tips for this season?s hottest looks.? The ad also encourages consumers to visit their device?s app store to download a QR code reader app if they do not already have one.

When scanned, the mobile bar code directs users to a mobile Web landing page that prompts a video to play.

The clip is 30-seconds long and features women trying out Jergens? Ultra Healing lotion for themselves.

A call-to-action on the page also encourages consumers to visit Jergens? Facebook page to submit their own style ideas for a chance to be featured in the pages of an upcoming print campaign.

The Jergens QR codes

Added bonus
Using a QR code to bridge the campaign?s print and video elements is a smart move for Jergens. By directing users to video content from a print ad, the brand is able to add a layer of multimedia to its campaign.

Additionally, the video content is short and to the point, which is key in keeping a consumer?s attention in a mobile campaign.

More marketers are steadily using mobile to combine multiple marketing channels in campaigns.

In this case, the QR codes act as a glue to bring together print, video and social media content.

?QR codes are a great way to deliver engaging, relevant content for consumers who are uniquely interested in the brand?s ad," Mr. Wehrs said.

"QR codes can add a valuable layer of information about the company and the product that may not fit on the physical ad itself, and can convert a prospect into a new or loyal customer."

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York