Best Fashion Or Beauty Online Campaign

Rite Aid challenged MARC USA to create a unique online experience celebrating nail art to drive customer acquisition, engagement and sales among its core young female target. We brought Rite Aid’s Nail Extravaganza to life through a 9-week promotion featuring a microsite housing user-generated nail art, nail tips and nail product coupons. Amateur nail artists submitted designs for a chance to win prizes and gold status in Rite Aid’s wellness+ loyalty program.

With a responsive-designed website and content across multiple social platforms plus consumer email and blogger outreach, we created a ground swell of interest and participation.

Website visitors could explore nail trend videos, a product-filled color studio and the contest submissions. Excitement for the contest was generated through extensive blogger outreach and Rite Aid’s Facebook and Twitter pages– including promoted posts. Additional buzz was created through contest extensions on Instagram, Vine and Pinterest. Facebook drove the most social traffic while blogger outreach reached more than 1 million people.

The campaign drove a significant increase in nail category sales during the promotion period. In addition, coupon redemption rates were more than double industry averages at 25% and more.

Contributors:

Vice President of Marketing, Rite Aid Corporation:	Craig Riner
Category Manager, Cosmetics and Fragrance, Rite Aid Corporation:	Judy Wray
CRM Specialist, Rite Aid Corporation:	Matt Fogarty
Senior Account Executive:	Caroline Bovalino
Interactive Designer:	Renee Thomas
Lead Interactive Developer:	Michael Shaheen
Interactive Developer :	Mike Lux
Interactive Production Manager:	Patti Mulligan
Interactive Program Manager:	Courtney Abrams
Associate Interactive Project Manager:	Kelsey Herbst

MARC USA

Website: www.marcusa.com

Location: USA

About the Agency:

MARC USA is a national full-service integrated marketing communications firm known for uncovering surprising insights that incite powerful reactions through a deeper understanding of whole-brain behavior. With offices in Chicago, Miami and Pittsburgh, 200 employees and more than $320 million in annual billings, it is one of the largest independent agencies in the country. Services include advertising, strategic planning, research, public relations, social media marketing, media planning and buying, digital marketing, direct and customer relationship marketing and sales promotion.