nails inc., one of the UK’s leading cosmetic retailers, is creatively using the web to promote its brand by focusing some of its digital budget on appearing at the top of the ‘Sponsored Links’ on Google in response to searches for ‘BA strike’.

The strapline in the ‘Sponsored Links’ reads ‘Nail biting strike? Go to Nails Inc and get a heavenly hands manicure’ followed by a link to their website.

Full service digital agency Tangent One ( ), nails inc’s retained digital agency, has devised and implemented this creative tactical activity to drive awareness and traffic to their website.

Sanjay Vadher, Business Development Director at Tangent One, said: “With many worried travellers trying to source more information on the BA strike, we believe that using a cheeky strapline for nails inc. that appears high in the ‘Sponsored Links’ will help drive awareness of the brand and click throughs to their website. We are always on the lookout for creative opportunities for our clients to ensure they generate strong value from their digital spend.”

Published on: 10:00AM on 18th December 2009