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Well.ca conducts Well New Year campaign

Well.ca, an online retailer of health, beauty and baby products based in Guelph, ON, has begun a social media campaign called "Well New Year." The campaign began with a media relations event in Toronto on Aug. 19, which featured back-to-school-themed vignettes of products available from the site. The event was accompanied by a question-and-answer session conducted via Twitter. Attendees received promotional codes for product discounts. The campaign, developed by Impressions Public Relations, will continue through the back-to-school season with online and social media content, as well as other activities.

"This event marks Well.ca's first foray into proactive engagement with media and bloggers and was an effort to bring our strong digital experience into the physical environment," said Erin Young, chief marketing officer at Well.ca. "We offer a great online experience but don't have the benefit of stores where customers can touch and feel the product. We were looking for unique ways to drive influential traffic to our site while showcasing our incredible breadth of product, and this strategy and activation did just that."

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