PromNation FB Banners
Opportunity : The directive was to connect and convert the target consumer (17-18 boys attending prom) through an extensive, fully integrated campaign that begins a life-long brand relationship with The Men’s Wearhouse.
Method : Position the tux-product as means to express your unique style on prom night. Tuxes are often regarded as part of a set for a matching theme, with the “Prom Nation” campaign we positioned the tux as a canvas for personal expression, express your style, your character.
The concept of personal expression was communicated several ways:
- photography styling and messaging,
- a gamification model that promoted acquisition and encouraged viral sales tactics,
- build a user-experience that bridged the inspiration of acquisition messaging with the reality of the tux product offerings.
My part:
Campaign Creative Director for online experience.
Introduced the online gamification strategy for stickiness.
Developed entire UX for all online channels.
Created an interactive category page.
Directed all video content.
Assisted in the development of the campaign concept, casting and photography.
Executed to campaign style guide developed by the print team.
Oversaw the development of all assets.
Worked with cross-functional teams for content development and distribution.
Designed and produced all paid media assets.
Strategy and user flow:
Wire-framing, photography and cross-channel production, the Prom-Nation initiative was an enormous cross-functional effort. My key role was making sure that all on-line touch-points flowed in a way that brought the customer safely through a many layers of messaging across three platforms (social/paid media, e-comm and a microsite) ;
- personal style options,
- program terms and opportunities,
- partner offers,
- social sharing and influencers,
- conversion to book and pick up the tux.
Acquisition:
Part of the acquisition strategy was to persuade the new prom attendees to become Prom Reps as this allow them to earn a variety of prizes while integrating a viral component to the campaign.
The sizzle reel educated the prom-targets on the program. Shot in an alley in San Francisco, the video tells the story of acquiring recruits that will ultimately score the “rep” prizes.
The talent was “discovered” in a local club, the videographer (Jonathan Clark) and I pulled together the concept, our production designer wrote the music and b-roll was filmed by my front-end developer–scrappy!
Used in digital marketing channels with a variety of cuts, we really wanted to communicate the, requirement to market prize opportunities and that the you actually dance in a Men’s Wearhouse rental tux 🙂
Social engagement
#PROMNATION #PROMPARTY
Working with the social team to create a variety of social programs to support the prom initiative we leveraged our established campaign guidance for an engaging and completely branded visual expression and messaging matrix.
In order to breakthrough the general prom buzz and garner as much organic engagement as possible, we implemented a variety of programs across several social media channels.
Below is a list of prom initiatives supporting social; Prom Nation FB Tab, #Promnation Gallery FB Tab, Prom Limo Contest FB Tab, Prom Pin Contest FB Tab, #PromTip images, Prom Blog Posts (from social team), Promoted Facebook Posts, Twitter Campaigns, Daily engagement set; contests, social contests, partners, blogs, memes, DB, mentions, product promos, #Promchat. Social team promoted across Facebook, Twitter, Instagram, Pinterest, influencers/blogs, Eventbrite, Blog outreach (mom/dad/prom influencer), Prom Girl Outreach.
Twice, MW became a trending topic on Twitter (US). We hosted our inaugural #PromParty tweetup, a 1-hr event on Twitter where we engage users through Q&A and prizes. After ~10 minutes, we became a trending topic for the remainder of the hour – measure of velocity, volume, geographic spread and user influence. Our strategy to cross-pollinate retail and tux handles combined with creative and pre-promotion was successful as trending usually requires higher budget output.
Prom Rep VIdeo: Johanthan Clark
All other videos : Dickie Grant
