PROGRAM OVERVIEW:
To raise awareness of Secret Deodorant by activating a multi tiered nightlife program targeting woman 20-25 years old.
The program featured a launch party in New York City with Jennifer Lopez followed by key tastemakers events in six markets. Consumers were driven to a Secret Deodorant micro site to find out more information about the program, upcoming events and the product.
DIGITAL MEDIA:
Ran online media via Clubplanet.com and nocheLatina.com to promote the brand & events (over 2 million impressions served)
Track created and sent out email blasts to over 1 million female members promoting the Secret events
Each event was featured as a "premier event" on the home page of each property
EVENT ACTIVATION:
Track leveraged its existing relationships to secure venues and produced a series of Club Nights (three events per market). The events included the following:
Track hired local DJs for each event
Premium on-premise branding & signage (including bathroom takeovers, gobo lighting, and promotional models)
Photo Program: Photographer at each event taking pictures of consumers and then passing out photo cards with Secret Deodorant's micro-site URL on them driving people back to Secret micro-site to view their pictures
Track uploaded all photos taken from the events onto its proprietary websites as well as Secret's micro-site website
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Email campaign used to promote “Secret Nights”
Secret Deodorant - Brand re-launch campaign
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