The Background

rock-it promotions launched BeachMint in Canada in 2011, including its properties StyleMint, JewelMint and ShoeMint.

Task at Hand

Launch the BeachMint properties, three celebrity-curated, direct-to-consumer e-commerce sites, in Canada on December 26, 2011 (Boxing Day).

The Goal

To establish StyleMint, JewelMint and ShoeMint as the go-to shopping destination for Canadian women by creating buzz, generating revenue and increasing Canadian membership registration.

The Execution

rock-it promotions launched a five-week media campaign that included leveraging statements and interview opportunities with celebrity spokespersons (Ashley Olsen and Kate Bosworth), extensive media outreach and an ambassador program. The ambassador program seeded products from StyleMint, JewelMint and ShoeMint to 50 target media and influencers.

The Results

During the five-week contract (which fell during the holiday season), rock-it secured 68 press hits. Coverage included short- and long-lead print, broadcast and online hits, along with an extensive social media presence. The contract was then extended into March 2012.

Total impressions were more than 50,725,000.