THE GIRL STORE by strawberryfrog for Nanhi Kali Organization

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THE GIRL STORE

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market United States
Agency strawberryfrog
Creative Director Corinna Falusi
Art Director Shawna Laken
Copywriter Justin Via
Designer Esteban Montes, Ariane Irle, David Orton
Editor Adam Hellan
Released January 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: NANHI KALI K.C. MAHINDRA EDUCATION TRUST
Product/Service: EDUCATION TRUST
Agency: STRAWBERRYFROG
Date of First Appearance: Jan 25 2011
Entrant Company: STRAWBERRYFROG, New York, USA
Entry URL: http://www.the-girl-store.org
Creative Director: Corinna Falusi (StrawberryFrog)
Copywriter: Justin Via (StrawberryFrog)
Art Director: Shawna Laken (StrawberryFrog)
Designer: Ariane Irle (StrawberryFrog)
Designer: Esteban Montes (StrawberryFrog)
Designer: David Orton (StrawberryFrog)
Project Manager: Maureen Jones (StrawberryFrog)
Account Manager: Aneela Kumar (StrawberryFrog)
Editor: Adam Hellan (StrawberryFrog)
Music: Austin Wintory
Developer: Brooks Paige
Media placement: Digital Campaign - Www.the-Girl-Store.org - 25/01/2011

Describe the objective of the promotion.
The Girl Store is the first e-commerce site where you can buy a girl her life back, simply by purchasing the items she needs to get an education - the most effective way to break the cycle of sex slavery and underage marriage.
The objective was to create awareness for the plight of young girls, as well as drive consumers into our brick and mortar location and to our e-commerce site to purchase the items girls need to attend school.

Describe how the promotion developed from concept to implementation.
Once we decided to create a brick-and-mortar location, we found a storefront in a high-traffic part of Manhattan. Next we refashioned the store to fit with our concept, placed products (items girls need to go to school) on display for purchase, and then launched the store with a Grand Opening event where we invited press and potential donors.

Explain why the method of promotion was most relevant to the product or service.
Since we’re promoting an e-commerce charity, it seemed only fitting to have a real brick-and-mortar retail location where consumers could physically see and purchase the items a girl needs to go to school: backpacks, pencils, uniforms, books, and more. Real girls were on display to drive in-store traffic and donations.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Promotion Results: Total traffic in the first weeks was 3 million hits to date (source: Urchin analytics), as well as tons of twitter noise.
Revenue: Within just a few weeks we generated enough revenue to send 271 girls to school, and have had to continually restock the site with new items daily.
Total items bought to date: 1,357.

Media: The site received global media coverage and was featured on well known sites: Forbes.com, Huffington Post, Jezebel.com, MomBlogger.com, Mashable.com, Creativity Online, Ad Week, Change.org, and many human rights blogs (to name a few).