Vanity Stores – Case Study

Objectives:
To develop targeted online and in-store promotions that include a call-to-action to increase excitement among Vanity’s core audience of teens and young women.

Solution:

To create integrated promotions and social media campaigns with the hottest artists in music which included; an enter-to-win element offered in-store, online, via social media and through mobile texting. Life size posters, rack toppers, bag stuffers, 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 media 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 & branded limited edition CDs were available for sale in all stores and online.


Results:
These promotions and social media 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 back stage, additional winners received iPods, iPads, autographed merchandise, CDs and Vanity Gift cards.<

“We tripled our mobile database with the phenomenal Fergie campaign.”
-Jodi Tollefson – Director of Marketing, Vanity

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