itsjustshelley - 1:50 am on Jan 8, 2009 (gmt 0)

I had a company with a great brand presence in the US that wanted to do a paid search campaign in Europe. Not only did they not have a brand presence in Europe, they had a product concept that was unknown overseas. My proposal was to use a combination of text and display ads on the content network across categories where people could relate to their product.

It would be like trying to sell digital picture frames before anyone knew what that was. Through the content network, you could get the product introduced to people interested in photography, picture albums or picture frames. You could tap into categories for unique gifts or cool new digital gadgets.

The idea was that we could build brand through content targeting first and then build up a traditional paid search campaign after the company and products became more well known over time.

I had to pass off the project to another media manager (I was working for an agency at the time) before I could tackle that strategy but that was the proposal presented and accepted by the company.