St. Ives Fresh Face Summer Blockbuster Poster Program
July 16-September 1, 2012
While St. Ives is known for its apricot scrub, parent company Unilever needed to raise awareness of the product benefits of the line and build on the brand's freshness equity.Strategy
Kaplow and St. Ives created a digital campaign rooted in target consumer insights and aimed at increasing the brand's relevance, incentivizing trial through sampling, and converting consumers into brand advocates. Research showed the St. Ives' customer is active on Facebook and likes product samples.
Armed with research, Kaplow created a Facebook app that became the centerpiece of the digital initiative. New St. Ives fans were prompted to join the brand's online community and like the page to enter the dedicated app.
Each fan was asked to choose or upload a photo that exemplified their concept of a fresh face, and tag up to eight friends to be co-stars. Afterward, they named their poster with a title that included St. Ives-inspired adjectives. The poster was then published on the creator's profile and the profiles of their tagged friends, with the option to receive a free sample and enter to win a grand prize trip for two to Hollywood for their own star experience.
The initiative was announced on Facebook, Twitter, and through traditional media, bloggers, and influencers.Results
St. Ives' Facebook fans increased by 53,000 in less than two months after the launch.
Facebook fans interacting with the content through likes, comments, and shares increased 178% and the number of people who created posts about the campaign grew by 28%.
More than 75,000 fans downloaded the app and more than 27,000 posters were created during the campaign.Future
St. Ives and Kaplow hope to build on the current campaign's momentum with new programs this year.