Target Print LITTLE MARINA by Mother New York

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Industry Retail, Distribution & Rental companies
Media Print, Magazine & Newspaper
Market United States
Agency Mother New York
Released August 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: TARGET
: Mother NY
Media placement: Marina - all over NYC - Fashion Week
Media placement: Blog - tumblr - spring 2011

Describe the objective of the promotion.
The objective was to generate buzz and mass excitement for the Missoni for Target collection at a time when the media and influencers are overwhelmed by fashion content: Fashion Week!
Our idea was to create the biggest fashion blogger the world had ever seen, but to do this we needed to create a story that people would fall in love with.

Describe how the promotion developed from concept to implementation.
1. Used digital ambiguity to create a myth - manufacturing Little Marina
2. Built a trusted credibility- for 3 months, Marina posted on her blog daily.
3. Reached critical mass. (When Marina’s blog “leaked” a sneak peek of the Missoni for Target collaboration she received 90,000 hits in a just few hours and was covered by international fashion press for weeks)
4. Seeded anticipation
5. Exceeded expectations. When Marina arrived she wasn’t what anyone expected, she was a 25-foot tall marketing stunt.
6. Led the conversation. Speaking through her social media channels, Marina influenced the conversation throughout fashion week.

Explain why the method of promotion was most relevant to the product or service.
Established fashion media is an exclusive realm that is hard to breach and control. The blogosphere offers an intimate and immediate way to reach the style-obsessed with no limit to creativity. However - it is a world where many voices are hoping to get their big break, yet where few shine.

Describe the success of the promotion with both client and consumer including some quantifiable results.
“Marina, a young girl from Varese in northern Italy…”
The Independent
“new tumblr blog All The Way Up Here, written by… Marina”
“Visit her tumblr…”
“We have been following… obsessively”

Little Marina attracted 1,033 fashion savvy followers to her Twitter account in one month, who joined the conversation by re-tweeting or hash tagging Little Marina generating over 2.5 MM Twitter impressions.

The Wall Street Journal
“How big is Missoni going to be at New York Fashion Week? Twenty-five feet.”
“…dressed in the biggest pair of Missoni tights we've ever seen, wielding a giant iPhone to capture all of the action at the party”
International Business News
“Marina, literally the biggest blogger in the world…”