Philosophy Taps Holiday 'Magic' for E-mail Campaign

  |  December 8, 2006   |  Comments

Beauty brand Philosophy creates holiday campaign around a "believe in magic" message.

Responsys created a holiday campaign for beauty line Philosophy centered on the message "believe in magic." Components include e-mail, landing pages, a holiday shopping list, and a sweepstakes.

The multi-component campaign includes a micro-site with six mini-stores containing different products from the Philosophy line. The holiday stores include "sweet shop," "homemade treats," "a few good men," "indulgent fun," "fragrance shop," and "holiday favorites." The overall messaging carries out the holiday theme of "believe in magic, believe in miracles."

A recent e-mail promoting Philosophy's Holiday Blues bath and shower gel highlights the company's altruistic doctrine, stating 100 percent of the gross profits will go to the Ricky Martin Foundation. Another e-mail hyped a holiday sweepstake with the "believe in magic" message, where 1,000 respondents were entered to win a jar of Cinnamon Buns Body Souffl├ęs. Responsys also created a Holiday Shopping List. All e-mails point to Philosophy's holiday boutique, rather than the main page.

"We wanted to provide a holiday micro-site that just showcased our holiday offerings," said Stayer. "The idea was to take an integrated approach, incorporate e-mail, a landing page, banner ads, all with a similar look and feel. Responsys really did a fabulous job of mirroring the brand image throughout the holiday store."

Philosophy created its own banner ad units using elements similar to the Responsys-created campaign. Banners ran on Oprah.com and WebMD.com.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...