Lily of France
Campaign helps double online sales
Situation
Women’s undergarment brand Lily of France wanted to reach younger consumers. Unlike some of its competitors, however, the line doesn’t have access to branded retail outlets (Lily of France is distributed through department stores) or a big marketing budget.
Approach
LeapFrog decided the Internet would be the best way to reach fashion-conscious younger women. It used a mix of elements, including a MySpace page and a microsite.
At FindYourSexyStyle.com, visitors could take a quiz and discover their “Signature sexy style,” receive fashion tips and enter a sweepstakes. Participants could also forward the quiz to friends. Anyone who forwarded the quiz to five friends received a coupon for 40% off a purchase.
The theme tying the campaign together, which ran from December to April, was the idea that sexiness goes beyond appearances. The supporting creative included Parisian style elements mixed with modern high-tech.
“The goal was to introduce the brand to a younger, more tech-savvy customer, but also to keep the brand’s heritage,” says Michael Wunsch, LeapFrog’s director of interactive marketing.
The sweepstakes was promoted via e-mail, online advertising and prominent fashion bloggers.
Results
The quiz was forwarded to at least five friends by 47% of participants and 4,000 e-mail addresses were collected. Web sales doubled during the first month of the campaign. -Chantal Todé
AltaOne Federal Credit Union
Integrated campaign makes community curious
Approach AltaOne Federal Credit Union enlisted Bouchard Communications Group to generate buzz before its February grand opening in Bakersfield, CA. Bouchard placed tall, question mark-shaped statues in the community, and direct mail and print ads pushed guesstheanswer.org, where users could guess what business was opening.
Results The microsite had more than 18,000 visits and more than 750 attendees attended the grand opening. –Mary Hurn
TimberTech
Targeted effort fences in leads
Approach Fencing manufacturer TimberTech wanted to raise awareness for a new product line among fencing contractors and dealers. Strata-G Communications targeted subscribers of Fence Post magazine with a postcard, promotional offer and unique landing page. Postcards were sent to 8,000 subscribers over six weeks.
Results The site received 310 unique visitors, a 3.87% response rate. –Nathan Golia
Privateview
Greg Kerns Associate creative director, G2 Direct & Digital
Lily of France is bringing sexy back. This titillating creative cleverly personifies the brand in a classy way while making it more accessible to the target audience. The page design is rich with eye candy and interactive elements without being overcrowded. Personally, I would have included more candid photos of Lily, like a true MySpace page.
The AltaOne creative rocks. The postcards are clean, lean, response-driving machines. I’m digging the fact that the call to action is the headline. It slaps you in the face — hard. You get no clever play on words. No fluffy marketing copy. No pretty pictures. Just get your derriere to our site and do something. Flip the postcard over and bam — you get the question, a hint and a shot at not one, but two great offers. And that’s it. You don’t even get a 1-800 number. You don’t need it. Here’s the amazing part — say it with me — no logo.
The TimberTech creative team chose a gatefold format to promote fences. It’s a subtle touch but I got it. And leading with the line “Open up to new customers…” totally nails the concept. I also like that they teased me with the offer on the cover but made me read all the way to the end for the details. Some old ad guys might scream, “Kid, you’re burying the offer! Never bury the offer!” Normally I’d agree. In this case, it works well right where it is.
