VIBE's "HE SAID, SHE SAID" PROGRAM SPONSORED BY AXE
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Objectives:
- • To increase awareness of AXE Skin Contact Shower Gel line of products
- • To attract older, non-users to the brand (18-24 year olds)
- • To establish skin care credentials for AXE
- • To portray AXE as masculine, original, surprising, cool, and fun and sexy
- • To reach the three audiences AXE is targeting: primary style seekers, experimental benefit seekers and involve groomers
- • To build overall penetration and educate non-users on the functionality of the product
Deliverables:
- • Special in-book units in April & July featuring a male and female celebrity providing insight on matters of love, life and grooming
- • April featured Grammy Award winning singer Ashanti & Interscope artist Kenna
- • July featured celebrity choreographer, Tanisha Scott & up-and-coming artist Tee-Jay
- • Unique units including two half pages with a middle insert
- • Interview style Q&A about love, life and grooming with each featured celebrity
Results:
- • Leveraged our relationships within the entertainment industry to truly connect with the readers AXE was targeting
- • Portrayed AXE as fun and sexy through use of celebrities
- • Increased awareness of AXE brand among VIBE readers in a unique way
- • Created unique unit to reach out to VIBE’s audience of readers interested in style and grooming
VIBE & SOFTSHEEN-CARSON PARTNERSHIP 2008
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Objectives:
- • To borrow equity from VIBE's status as the #1 urban lifestyle magazine among 18-34 year olds
- • To increase awareness of various SoftSheen Carson products including Dark & Lovely, PermaColor, Let's Jam, Sportin' Style and Optimum Oil
- • To expand VIBE and SoftSheen Carson's relationship
Deliverables:
- • On-pack subscription program on 6,000 units of Dark & Lovely Relaxer
- • Subscriptions sold at half price to SSC
- • Consumers driven online to sign up for free subscription
- • Valuable retail program to drive retail support at locations such as WalMart, Target and independent beauty retailers
- • Exposure and product sampling at CIAA Tournament
- • SSC allotted prominent floor space to gift and sample Sportin' Waves to 165,000 attendees
- • Product sampling to tastemakers at VIBE’s 15th Anniversary party
- • Optimum Oil in 800 gift bags
- • Given to all attendees including Estelle, Alesha Renee, Angie Martinez, Cassie, Chanel Iman, Aubrey O'Day & D Woods of Danity Kane, June Ambrose, Naturi Naughton, Sylvia Rhone and Tory Burch
- • On-site activation at VIBE YardFest for exposure and product sampling for 30,000 attendees
- • Two pop-up salons onsite at each campus (Clark Atlanta, Howard, FAMU)
- • Computer program to show attendees different hairstyles that work with their hair
- • Makeovers for attendees with L'Oreal H.I.P. products
- • Street teams to distribute Permacolor, Let's Jam and Sportin' Style
- • 36 SSC in-book pages in VIBE in 2008
- • Online Presence on VIBE.com
- • 728x90 banner ad (run dates: 7/1/08-11/15/08)
- • 300x200 banner ad (run dates: 7/1/08-11/15/08)
- • Custom peel down unit (run dates: 7/1/08-8/15/08)
- • Text & link banner ad (run dates: 7/1/08-11/15/08)
- • 300x100 banner ad – custom unit to promote Swagger Awards (run dates: 7/1/08-11/15/08)
Results:
- • Onsite: Exposed various SSC products to over 200,000 impressions via VIBE extensions
- • In-book: 288 million in-book impressions for SSC
- • Online: Over five million online impressions on VIBE.com for SSC
TOTAL SSC IMPRESSIONS GAINED THROUGH VIBE RELATIONSHIP: 293,200,000
VIBE's 15TH ANNIVERSARY EVENT SPONSORED BY MOET HENNESSY
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Objectives:
- • To establish Moet Hennessy as the cognac brand of choice among celebrities, music & entertainment trendsetters, and the industry tastemaker audience
- • To borrow equity from VIBE’s status as the #1 urban lifestyle magazine among 21-34 year olds
- • To increase awareness of the Moet Hennessy product through VIBE media extensions
- • To expand VIBE and Moet Hennessy's relationship
Deliverables:
- • Five Moet Hennessy ad pages in VIBE in 2008
- • Exposure and logo exposure via the following:
- • V15 invitation
- • Product sampling to 800 tastemakers and VIPs at VIBE's 15th Anniversary party
- • Brands included Moet & Chandon Champagne, Hennessy, Terrazas red & white wines)
- • On-site activation at VIBE's 15th Anniversary Party for exposure
- • Gobos
- • Exclusive pre-cocktail reception
- • Gift bag minis
- • Stage mention during event & thank you
- • Mini Hennessy in 800 gift bags given to all attendees, including: Estelle, Alesha Renee, Angie Martinez, Cassie, Chanel Iman, Aubrey O'Day & D Woods of Danity Kane, June Ambrose, Naturi Naughton, Kevin Liles, Sylvia Rhone and Tory Burch & Anthony Mackie
- • Press Exposure: 25+MM gained in publicity of the V15 event sited in the following sources:
- • NY Daily News: Rush & Molloy, New York Magazine, NY Observer, InTouch, OK! Magazine, Page Six Magazine, People Magazine, Uptown Lifestyle, Black Noir, Folio, AllHipHop.com, Fashionweekdaily.com, MenStyle.com, Thelifefiles.com, Bizbash.com, FoxSearchlight.com, BET Black Carpet, Access Hollywood, Entertainment Tonight, BET News, MTV, E! News, Black TV, Spot TV, Style Music TV, VH1, Z100
Results:
- • Onsite: Exposed various Moet Hennessy products to over 800 impressions at VIBE's 15th Anniversary Event
- • In-book: 40+ million in-book impressions for Moet Hennessy in 2008
TOTAL MOET HENNESSY IMPRESSIONS GAINED THROUGH VIBE RELATIONSHIP: 70,000,000
VIBE & adidas XVIBE MID FORUM SNEAKER
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Objectives:
- • To create a brand extension, generating high media impact, supporting VIBE's 15th Anniversary
- • To give back to the community through "The Point" charity while increasing brand awareness
- • To expand VIBE and adidas' relationship by creating a one-of-a-kind partnership
Deliverables:
- • Debut of shoe at VIBE's 15th Anniversary event
- • Artist procurement and management
- • Integration management of adidas into event (auction sneaker signing)
- • Exclusive area for celebrities to be video taped and photographed with sneaker
- • Public relations procurement and management
- • Red carpet management
- • Additional support on-site for adidas
- • Brand exposure to 800 press & attendees impressions
- • Customized in-book advertorial in October issue of VIBE outlining the inspiration behind the sneaker
- • Sneaker positioned with background of historic VIBE issues
- • In-book advertorial directed readers to where they could purchase limited-edition sneaker with link to shopadidas.com
- • VIBE recap in November issue
- • VIBE and adidas launched XVIBE Mid Forum on September 24, 2008
- • Pouring sponsored by Svedka
- • Sampling by Vitamin Water
- • Live barber display
- • Customized evite created by VIBE creative services
- • Adidas blow ups and signage
- • Brand exposure to 200 sneaker enthusiasts and tastemakers
- • VIBE and adidas posting of signed celebrity XVIBE Mid Forum sneaker on special auction page on VIBE.com
- • Series of webisodes to commemorate 15th Anniversary of VIBE and the collaborative sneaker
- • Celebrities including T.I., Estelle, Danity Kane, and many more expressed enthusiasm and thoughts of the sneaker and its design
- • Auction proceeds donated to The Point – a South Bronx organization focusing on enriching the community through arts
- • $500 raised for autographed version of XVIBE Mid Forum sneaker
- • Over 6 million online impressions
Results:
- • Onsite: Brand exposure to 1000 press & attendees at V15 Anniversary party and XVIBE launch party
- • In-book: 16 million in-book impressions for adidas
- • Online: Over six million online impressions on for adidas and VIBE's XVIBE Mid Forum sneaker
TOTAL ADIDAS IMPRESSIONS GAINED THROUGH VIBE RELATIONSHIP: 24 MILLION
