To spread the word about Beauty Brand’s biggest sale of the year, DEG created a cross-channel campaign that entertainingly and effectively promoted the sale using a fictional number-one fan: Liter Sale Laney.
Pick a big event—like the Super Bowl, Christmas, or the release of the latest Taylor Swift album—and you’ve got fanbases eagerly counting down the days until it arrives. So, when your brand’s biggest event of the year is quickly approaching, how do you create a campaign that matches the excitement of your fans? By creating the biggest super fan of them all.
Salon and spa superstore Beauty Brands’ eight-week Liter Sale is its biggest event of the year. To spread the word, Beauty Brands turned to DEG to create a cross-channel campaign that entertainingly and effectively promoted the sale.
New Liter Sale shoppers often heard about the sale through word of mouth and recommendations from other Beauty Brands customers, especially in social and search channels. This insight led DEG to create a single, integrated campaign idea that would resonate with the target audience and stand out in a crowded space.
DEG researched the buying habits of thousands of shoppers and talked to hundreds of women to determine the cross-channel strategy for effectively communicating about the Liter Sale. Looking at the Beauty Brands channels, the agency found they had become siloed with slightly different stories being told in each of them.
To create a consistent, cohesive story, DEG proposed creating a brand mascot who would embody the hype of all Beauty Brands customers. Thus, Liter Sale Laney was born.