Concerted online initiative toward women makes mark
April 01, 2010
PR agency: Kaplow
Campaign: Ringing the Digital Doorbell
Duration: July 2009-ongoing
Last summer, Mark, a division of Avon, launched an ongoing digital campaign aimed at its core audience of 18- to 30-year-old women. The objective was to increase sales and find more Mark representatives.
“The brand lives online because that’s where our demographic lives,” says Kimberly Waite, head of global PR for Mark.
Mark reps have e-boutiques they use to sell product, but the brand sought new ways to interact with women online. With AOR Kaplow’s help, Mark used a slow-build, grassroots strategy to spread the word about its new digital elements online.
“Our strategy was to have a great storytelling campaign, done digitally, to really have Mark reps tell their own stories,” says CEO Liz Kaplow.
Mark launched a Facebook page in July, as well as an iPhone app and Twitter account. It followed with a virtual store on Facebook, where customers can buy Mark products or find friends who sell Mark.
Working with spokeswoman Lauren Conrad, Mark leveraged its Twitter account to spread the word about a special bracelet, which raised money for its “m.powerment by mark” philanthropic program.
Mark and Kaplow also did traditional media outreach, breaking a story about its new digital elements in Women’s Wear Daily in December with a follow-up story in The New York Times in January.
“The PR strategy contributed to Mark’s double-digit sales growth and more than double the number of new reps selling Mark,” Kaplow says. Mark now counts 40,000 to 50,000 reps.
“We definitely saw an in-crease in our sales,” adds Waite.
Mark and Kaplow will leverage new social media tools in the future to continue to interact with women online.
Kaplow says, “We’ll be looking at every way to use social media to extend the message.”