Print Advertisements
The four print ads all communicate the same "your moment" message but in a different and creative way. The moment that each ad describes coincide with the color nail polish used. Each ad has a different headline but uses the same tagline of "a color for every moment" and includes the hashtag #youressie which can be used in various places throughout the campaign.
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Website Banner Advertisements
These banner ads can be found on websites that girls look at often such a E! Online,
Women's Health, Instyle and the Huffington Post to name a few.
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Pandora Advertisement
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The Facebook page contains most of the important elements within the campaign. The facebook also allows Essie users and lovers everywhere to communicate, voice their opinions and share their essie stories. The newest Essie news will also be posted here. You can currently find new print ads, information on Color for a Cause as well as the Seasonal Standout Boxes on this facebook page.
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Social Media: Facebook, Liked Page
This Essie Facebook tab is meant to be "liked". Once you "like" it you have access to the second page where you find information on the Essie Collection Challenge. Essie is creating a new nail polish collection based on colors that are inspired by real life things that you submit. The 5 most popular colors based on votes by fans will get to be a part of the collection. Instagram is also tied in with this challenge where you can upload photos of color inspiration for the collection using the hashtag #youressie.
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Social Media/Guerilla Advertising: Instagram (Your Essie Collection Challenge)
Using the hashtag #youressie, participants of the challenge can upload pictures of inspiring colors for the collection. Essie is sending out #youressie stickers in the Seasonal Standout boxes that participants can place on anything they find and love the color of. The stickers can also be found at Essie stands in participating stores. This is also the guerilla element of the campaign as these stickers will be a way to grab peoples attention, make them wonder what's going on and want get involved.
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In Store Promotion/Charity
Essie is getting involved in the fight against breast cancer with their special promotional color of Knockout Pink. For every bottle of this unique polish sold, Essie will donate a dollar to the cause. Now consumers can help out and make a difference without having to go out of their way. This Color for a Cause display can be found at stores such as Target, Walmart, Sephora and Ulta.
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Direct Mail Postcard
This postcard will be sent to various homes of Essie lovers as a direct mail piece. The postcard is promoting Essie's Seasonal Standout boxes that each contain four polishes catered to a certain season. You can order these boxes monthly or yearly and even get a special box on your birthday in which you get to pick the colors. The postcard promptd you to the Essie website where you can subscribe and order the boxes.
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Seasonal Standout Example Boxes
This is an example of what the four Seasonal Standout boxes would look like and what the colors for this current year is. The box will have the Essie cut out of it so you can see the colors of the polishes through it. The bottles are displayed securely in a tray that slides out. The birthday box is not shown because the colors are picked by the consumer.
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Essie Website Take Over
If a consumer is interested in subscribing to the Seasonal Standout boxes once they get the direct mail postcard, the are prompted to the essie website where this box pops up. It is also a seperate tab on the website for future use. This box contains the same information as the direct mail but allows for the actual subscription and payment.
