Created lifestyle brand around The Duchess of York, Sarah Ferguson to showcasing global finds based on her aesthetic. Categories included nutrition, weight management and beauty sold exclusively through direct channels via The Duchess Discovery Network.
The Duchess appeared on over 300 top media channels promoting her new site and product launches which led to retail placements and QVC segments.
Content developed for storytelling the heritage and history of the Maidenform brand. The legacy of the company is discussed from the 1920's to present featuring milestone moments around military contributions, women's empowerment and the iconic Dream Campaign.
The content was used to launch new social channels, rebrand the web site and build an editorial integration with ELLE magazine to launch their first digital IPAD platform.
In addition, new collateral, point of sale and brand materials were created to reinvigorate the brand at market.
Brand collaboration between Mad Men costume designer, Janie Bryant and Maidenform Intimate Apparel launched a global PR and social media campaign to reinvent the legacy brand.
The partnership leveraged a 95th anniversary collection to showcase at the annual Oscars in CA which led to product features in motion pictures, international press features and heightened engagement on social platforms generating a new, younger customer base for the brand.
Janie Bryant featured Maidenform in her book THE FASHION FILE and became a brand ambassador utilizing the foundations to continue to create her characters on screen and on countless magazine covers. Ms. Bryant also conducted a European tour to speak to the quality and style of Maidenform with press events in the UK.
Maidenform was also featured on the Mad Men series as an editorial focus and brand adversary to the fictional Sterling, Cooper's agency account-Playtex. The episode re-introduced the brand through its iconic Dream Advertising Campaign.
Jack Lalanne had been a household name throughtout the 60's-80's and inspired fitness and nutritional products for a generation. The cornerstone juicer had been the market leader for 13 yrs before it was overrun by more innovative, price-sensitive competitors.
Inorder to regain its leadership position and reintroduce the brand to a new audience, a documentary was produced called "Anything is Possible" which showcased the legacy and philosophy of Jack. The film was featured on ROKU, The West Palm Beach Film Festival and The Tribecca Film Festival. This was supplemented by free online downloads (100,000 during the launch period) and complimenatry digital access with product purchases.
The Jack Lalanne juicer was relaunched in vintage colors with modern features and was with reinstated at retail with endcap displays.
Genie Bra took the industry and the marketplace by store selling over 100 million units and derailing traditional brands. After 36 months of strong selling, however, the brand plateaued and was losing share and shelf space.
With rebranded packaging, a new content-rich website, innovative merchandising including a full figure (Genie Woman) and a cool technology line (Genie Cool) along with a 360 marketing strategy leverage a robust database, the brand re-established itself within the top 10 in its category.
Prominent point of sale space was allocated, QVC consumer ratings went from 2 to 3.5 stars and the web site increased weekly sales by 400%. CRM efforts further built brand loyalty growing the database to over 1.0 million active customers and generating content engagement with over 2.0 million views for the brand commercial launch.
Lucille DeHart is a sought after speaker, panelist and thought leader who is featured in numerous publications and industry profiles. Her writings include being regularly featured on Sharp Heels.com, and, most recently, featured in iAkamai Technologies ebook: ENGINES OF ENGAGEMENT.
Find out more in my in-depth conversation with iAkamai about my thoughts on retail innovations, the future of the industry and how customer experiences have evolved over recent years.
Conversation with fellow marketing leader, Mark Friedman. Topics include: how I got started in my industry, brands I admire, advice to share and lessons learned. Find out what a pre, pre meet means at Ralph Lauren, some inovative programs I created/managed through my career, why I consider myself and ROI-driven marketer and some speed round thoughts.
Content series developed featuring home and lifestyle personalities like Trish Suhr from HGTV and DIY networks. Segments including pre and post move tips and tricks from yard sale prep to organizing your new space.
The videos were used to generate microsite traffic, engage targeted audience segments and promote curated mover product assortments on BBB.com.
A follow up series was produced featuring influencer Sharrah Stevens.