BLUEFLY BIRKIN BAG PROMOTION
OH MY GOD THAT’S A BIRKIN!
You're out doing a little window-shopping, when all of a sudden you see a glass case being wheeled down the street containing an extremely popular, and quite expensive Hermes Birkin Bag. A man with a camera asks what you would do for this bag. Now think long and hard. Dignity comes and goes, but a Birkin bag? You have to get on a waiting list for one of those.
DEFINE THE CHALLENGE
Drive over 100,000 prospective shoppers to Bluefly.com (a site offering designer clothes at low prices) in a three-month period, convert 10% of them into customers, and do it for less than $20 CPA.
KNOW THY TARGET
Women, specifically "fashionistas" aged 24-54 who have a keen awareness of high fashion brand names, and who especially covet what they can't have.
CAPTURE THEIR ATTENTION
WHAT'S THE BEST PRICE FOR ONE OF THE MOST SOUGHT-AFTER FASHION
ITEMS IN THE WORLD? NOTHING.
And what's the best way to draw women to Bluefly.com to enter to win this item, and in turn, check out their great holiday deals? By hitting prime fashion avenues in New York, Los Angeles and Miami with a camcorder and asking the $1,000,000 (or at least between $5,000 and $50,000) question: "What would you do for a Birkin Bag?"
Asking this question helped us gather plenty of heated responses - such as getting naked in front of our camera (!) - which we used to create a video news release which got picked up in over 200 markets.
CLOSE THE LOOP
After reaching over 20 million people via video and audio news releases, and 10,000 in person, 165,000 prospective customers registered on Bluefly.com. Bluefly was subsequently able to convert 10% of those registrants into customers, yielding over 16,000 new shoppers at a cost per acquisition of about $10, nearly half our original goal.