Thanks to our strong creative execution, compelling testimonials, scientific proof of results, awards/accolades and an entertaining host, not only did we meet the target media ratio goal, but the brand’s high credibility and awareness factor also helped consumers overcome initial objections to ordering via phone and web, along with the 60-day money back guarantee. Most gratifying was the lift in sales at retail and maintenance of share, a 25% improvement. The client was extremely pleased with initial results and the potential to use long form DRTV as a contribution-based model with a retail halo, defining a new paradigm for the medium.