NEWPORT BEACH, CA: Cosmetics company Urban Decay partnered with Eddie's Pizza Truck for Fashion Week to reach out to target audiences in an unusual way.
The company provided special-edition pizza lunches named after specific beauty products for editors, bloggers, and other fashion influencers at New York's Lincoln Center from September 10-12.
“It's a fun way to service the Fashion Week crowd, participate, let people know who we are, and have a good time with pizza, make-up, beauty and fashion,” said Wende Zomnir, founding partner and executive creative director at Urban Decay.
Zomnir added that many participants at Fashion Week are too busy to eat, so providing food allowed the company to participate in a “relevant” way, with Eddie's appealing because the pizza is lower in calories and carbs than other brands.
Urban Decay's PR AOR Alison Brod Public Relations created the idea for the pizza partnership. Throughout the week, the agency worked closely with the company's internal social media and PR department, which consists of three people.
The combined team dubbed themselves “style spotters” during the three-day event, inviting fashionable people to enjoy pizza. Zomnir said that, in addition to reaching a targeted list of fashion influencers, the company wanted to engage consumers at Fashion Week.
Urban Decay also connected with consumers by allowing bloggers to tweet invites to their followers and friends to get pizza at the truck.
“We didn't want it to be so exclusive,” Zomnir explained. “It was a Fashion Week event, but we wanted to open it up to people who really love beauty and follow the trends.”
Social media, which Zomnir said is a major part of everything Urban Decay does, proved to be a successful form of outreach for the company at Fashion Week. During the pizza truck events, Urban Decay had 10,388 unique views on the images it posted on Twitter. On a normal day, Zomnir said a tweeted image from the company receives 400 to 700 views, but the pizza photos raked in about 3,000 views each. The company usually receives about 50 tweets a day, but on each pizza day tweets quadrapuled to over 200.
She added that the partnership allowed the brand to build visibility among consumers on traditional and social media and brought Urban Decay back to its “street-level marketing” roots, thus standing out from other cosmetics companies.
“It allowed us to rise above the clutter and have a voice and presence we wouldn't have gotten by doing shows and makeup,” she said.