Company: Fantastic Sams
Campaign: Reality Dressing
PR agency: Fleishman-Hillard
Launch: August 2
Objective: Fantastic Sams is looking to broaden awareness of the salon franchise among its target demographic: women aged 25 to 54. Working with PR AOR Fleishman-Hillard, the company partnered with women's clothing catalog producer Spiegel for its annual “Reality Dressing” contest, where everyday women win a chance to be featured in an upcoming catalog.
“It gives us the opportunity to have this great brand association,” says Michelle Stevenson, SVP at Fleishman.
Idea: The partnership is in line with Fantastic Sams' overall messaging that beauty is affordable, explains Stevenson. Ruth Swanson, VP of marketing for the hair-care franchise, agrees, and adds that the contest, where one winner in her 20s, 30s, 40s, 50s, and 60s is chosen, also highlights “beauty is in all ages.”
It is the first time Fantastic Sams has partnered with Spiegel, and Fleishman-Hillard is working with the internal PR team there. The campaign will focus on Facebook, Swanson adds, because it is “where we do a lot of interaction with our guests.”
Tools: The contest launches on August 2 on Fantastic Sams' Facebook page, and the company will also be doing traditional media relations, targeting websites for women's lifestyle outlets such as Glamour, Ladies' Home Journal, and More. Stevenson adds that Fantastic Sams will also draw on its recently launched blogger-ambassador program.
“We have nine bloggers who represent mommy bloggers, beauty bloggers, and money-saving bloggers, so they will be promoting the contest to all their readers as well,” she says. Spiegel also created fliers to be distributed in Fantastic Sams salons.
Measurement: In addition to media coverage, Fantastic Sams will focus on Facebook for measurement, keeping track of new fans, Stevenson says.
"We scan all our Facebook comments," Swanson adds. “We'll also be looking at the number of submissions that come in, as well as the voting.”