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 Company: LeapFrog Interactive
Company Description: LeapFrog Interactive is an interactive agency. We offer a full-service approach to advertising and marketing services for the digital space. As an interactive agency, we have depth and breadth of experience to advise and create for a full range of media.
Nomination Category: Web Site Categories
Nomination Sub Category: Brand Building/Promotion
Nomination Title: Find Your Sexy Style
- When was this web site first published?
12/16/07
- Briefly describe this entry’s communications objectives and how it met those objectives. Include here the URL of the nominated web site. (up to 100 words):
http://www.leapfroginteractive.com/lilyoffrance (promotion has ended, this is a
full-site demo)
Lily of France wanted to establish a brand identity representing its French
component, develop Lily as the brand spokeswoman, and expand the definition of
sexy beyond appearance, doing all of this via an engaging promotion. After
performing an intense brand immersion, LeapFrog Interactive’s creative team
developed a plan to introduce online fashionistas to Lily of France.
A richly detailed promotional site invited visitors to drop in on Lily herself
in her posh Parisian apartment. In addition to designing and developing the
minisite, the campaign integrated promotional efforts including
demographically-targeted display ads on fashion-related sites, email marketing,
and social media monitoring and promotion via MySpace, Facebook, Twitter, blogs,
and forums to capitalize on the site’s viral potential.
In keeping with the brand’s goals of promoting both inner and outer sexiness,
the site offered a fun, interactive video quiz where women could discover their
own unique “Signature Sexy Style,” then receive personalized fashion tips for
lingerie lines from Lily of France. After quiz completion, users could enter a
sweepstakes to win a $600 shopping spree.
Quiz participants also had the option of forwarding their sexy style profile to
friends. As an added incentive, those who forwarded the site to at least 5
friends received a coupon code for 40% off an online purchase of lingerie at
Lily of France’s ecommerce site.
A branded HTML email was deployed upon site launch to Lily of France’s existing
email database. The email highlighted both the fun of the quiz itself and the
incentives (including the sweepstakes.)
Similarly, a campaign of blog display advertising was launched on targeted
fashion-related blogs and websites to capture the attention of the audience most
likely to respond to the promotion.
The site launch and sweepstakes were promoted through direct pitches to
prominent fashion bloggers, an optimized online press release, and other social
media monitoring and promotional efforts.
The campaign met its objectives, establishing the desired brand identity and
giving Lily of France additional referral information to help build its
marketing database as well as increasing sales on the brand’s e-commerce site.
- List the appropriate creative and production credits for this entry:
Alan Gilleo - Creative Director
Jeremy Williams - Director of Creative Services / Senior Designer
Nick Ress - Designer / Flash
Keith Adams - Designer
Brent Wills - Programmer
Lori Druen - Director of Client Services
Mike Wunsch - Director of Internet Marketing
Katina Beckham-French - Copywriter
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