Say you were given the task of raising awareness for a brand new cause in only 3.5 months, with no budget? Could you do it? I did.
Add this element in: your target audience is women 40-64 years of age.
This the fastest growing demographic in the world, in terms of population, social media users, purchase power, you name it they are the “It” demographic (Lockard, 2104). They are kind of tough customers, but well worth investing in.
Cause marketing is not for the faint of heart.
— Reframed Productions (@ReframedProds) April 7, 2015
— Certain Beauty (@MyCertainBeauty) April 6, 2015
Towards the end of the campaign I was approached by a blogger from Manhattan (NYC). Anita Irlen asked if she could interview me and write a piece about Certain Beauty on her blog. She also expressed interest in a partnership. She loved the voice of Certain Beauty and what it’s trying to do. With her influence she said she’d like to collaborate and grow the movement in a big way. Certain Beauty will be featured on her blog the week of April 20th, 2015.
I owe so much to the network of women from around the world who I had the pleasure of connecting with through this project. As much as the research, planning, and strategic targeting efforts supported the success of this project, the relationships I built with influencers helped give credibility and undeniable exposure to the Certain Beauty campaign as well. To be able to say a project you did possibly sparked a change that will better women’s lives is amazing. I don’t know what will come of this, but there’s a certain beauty in not knowing.😉
If you’d like to read my research paper, or the report and/or deck presentation on the digital marketing campaign, here’s the link to that page of my portfolio: [https://stephaniepyrzynski.wordpress.com/portfolio/marketing/]