Cosmopolitan: Bringing Beauty, Style, and Excitement to Campus
Cosmo Magazine wanted to increase awareness and favorability for its own brands as well as for their sponsors L’Oréal Paris, and Ann Taylor. Garnering loyalty among the 18 to 24-year old female audience is critical as these brands are looking to build lifelong loyalty.
We partnered with Cosmo to select 10 high traffic stores that gave them access to the college female demographic. The omnichannel program, based around a campus tour, took place in the Fall for Back- to-School.
Women were thrilled the day of the event to receive make-up, and style tips, and free samples. They were encouraged to use the hashtag #CosmoCampusTour to enter into an Ann Taylor sweepstakes.
Cosmo and its sponsors received over 104MM impressions, and were able to generate 4000 names for Cosmo’s lead database. Overall engagement goals were exceeded and feedback indicated that perception of the sponsors was greatly improved.