#PartyPretty Lord & Taylor
I worked with an art director as well as the social media, buying, marketing and digital teams to launch Lord & Taylor's first ever 360 degree campaign, called #PartyPretty. The idea came from social and was a close knit collaboration from conception to execution. Social selected 3 YouTube beauty influencers and I worked with the girls to get quotes about the products featured in our November Beauty book. I then turned the catalog into a how-to get #PartyPretty regimen—including morning skincare, evening makeup, and everything in between. We then had the vloggers create instructional videos and promote the campaign on all of their social channels—YouTube, their blogs, Twitter, Instagram, etc. A digital component accompanied the book as well in a form of a day-in-the-life of each girl. Evelina Barry, the catalog cover girl, led a beauty crawl through Lord & Taylor's flagship Fifth Avenue beauty floor that garnered a huge turn out. Over the following weekend, L&T's Fifth Avenue location and branch stores hosted 10-Minutes To #PartyPretty events. Here are a bunch of the components involved in the retailer's first real omni-channel campaign.
Digital
Social
