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case studies - Vanity

Vanity
Fergie
Fergie
Lady Gaga
Lady Gaga
Rihanna
Rihanna
Mandy Moore
Mandy Moore

Objectives:
To develop targeted campaigns that included a call-to-action to increase excitement among Vanity’s core audience of teens and young women.

Solutions:
We created integrated campaigns with the hottest artists which included an enter-to-win element that were offered in-store, online, and through mobile texting. Life size posters, rack toppers, POP cards were designed and placed in all stores across the US, email blasts and mobile text messages were sent (including a forward to a friend component) and heavy social networking programs were deployed announcing the campaigns driving traffic to Vanity store locations and to www.evanity.com to enter the sweepstakes. The campaigns also included heavier rotation and branded messaging by the artists in-store. Music tracks were featured on Vanity’s website and full-length limited edition CDs were created and available for sale in all stores and online.

Results:
These campaigns generated tens of thousands of new customers because of the partnerships we secured with the artists targeting their demographic and the viral component included. The campaigns also generated tens of thousands of new opted in database names via online and mobile marketing. Lucky grand prize winners won trips to see the artists in concert as well as a personal meet & greets with them back stage, additional winners received iPods, autographed merchandise, CDs and Vanity Gift cards.

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"Lynda is the ultimate creative professional, she turns her ideas into results for all parties associated with any given project. She has an uncanny sense of what the client needs as well as delivering a fantastic experience for the consumer. She is detail oriented and unwavering in her commitment to results, as well as bringing a positive attitude to the process."

– Kevin Johnson — President, Deluxe Digital Media