Keeping Your Dragon Happy: How Slendertone delivered its venture capitalist investors sustainable business growth  (2009)

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This case study shows how Slendertone proved advertising’s effectiveness to a unique type of investor; venture capitalists, and delivered them sustainable business growth. The brand was faced with the challenge of proving that they were continually optimising their marketing strategy and spend. First, a new media strategy was developed to allow for TV, using consumer insights it optimised messaging around times when people were most ‘body aware’. Secondly, to combat perceptions that the product was just a gimmick, communications were overhauled to show a ‘healthy and fit’ audience the simple benefits of adding 'tone' to their lifestyle. As a result, the strategy increased revenue by 71 per cent while bringing the marketing spend ratio down from 40 to 23 per cent.