After performing an intense brand immersion, the 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 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.
