Menopauseland: The Place to Be

Amerifit Brands has added more than 40,000 names to its database thanks to a $20 million DRTV, print and online effort to boost Web site traffic.

Amerifit markets Estroven, an over-the-counter health supplement that treats menopausal symptoms.

Last spring the company rolled out 15- and 30-second direct response spots on Discovery Health, Fine Living, HGTV, Lifetime, Oxygen and We. The Cromwell, CT firm is also running full-page ads for Estroven in First for Women, Cooking Light, Prevention, More, Oprah and Real Simple, says marketing director Steve Swenson.

He adds that the campaign was a departure for Amerifit: “Previously we'd focused on television and found it wasn't building our business as well as in the past. This campaign is fully integrated and has a creative platform that works in any medium.”

The Menopauseland.com Web site offers information in an engaging format and contains a “Send a friend an e-card” feature as well as links to coupons, samples and sister site Estroven.com.

Amerifit is communicating with its database about once a month with questions about the brand, advertising and research.

The campaign was developed by Brandbuzz. It will run through November.