Miss Me Summer Tour Marketing Activation

Miss Me Jeans is one of America’s top-10 female denim brands, and traveling through the South it’s easy to see why. Women of all ages in the south like to dress-it-up, even when relaxing in a pair of comfortable jeans. Another thing about the South is that sense of community, deep roots and pride in your Hometown – what a better way for a brand to engage it’s audience than in their Hometown.

So that’s exactly what Syndctd helped Miss Me do - launch a tour through their top 9 cities in the South featuring a large activation vehicle wrapped with Bella Throne creative from our Fall / Winter 2015 Campaign. To accomplish this Syndctd ideated, custom fabricated, managed and executed all aspects of the summer tour activation for our client.

Each element of the activation tied back to our inspirational mantra, Let Yourself Shine, and the product itself, with rhinestones, rivets and a unique wash that all add up, making a girl feel empowered and beautiful, inside and out.

 

Services

Development of Activation Concept & User Flow

Enter the Experience
Step into the Photo Booth
Get your picture taken
Data Collection (name, email, DOB, etc)
Sign I Shine When Wall
Contribute to Charity
Product Overview (Making of Miss Me)
Fall/Winter 2015 Looks
Printed Photo Takeaway with Flash Tattoos and Branded Miss Me Sunglasses

Vehicle Fabrication
On-site Production
Data Collection and Analytical Reporting

Key Initiative

Working with a local production / trailer fabrication company we started to concept what was achievable for the construction and build-out of the mobile trailer. Pre-production for the tour began in March, five months before the tour was to officially kick-off West of Dallas, Texas. Our goal was to create an experience that was going to yield the most foot traffic, create brand awareness, promote user generated content and most importantly drive users online to buy Miss Me new Fall & Winter Styles.

Campaign Insights

Summer Tour Results: 
Premium brand activations in 9 of Miss Me’s most popular cities
We totaled over 22,000 Experiential Marketing Activations
150,000+ people attended events where we activated
100,000+ people saw our experience on the road
We drove through 13 States covering over 5,000 miles

Get a quote Today for on-site and event activation for your brand. 

One Santa Fe - Website, Social Media and Photoshoot

One Santa Fe, the eclectic Arts District mixed use property development was designed by the world renowned architect Michael Maltzan. In 2012, the $160+ million dollar project broke ground and construction of the 510,000 square foot property was immediately underway!

In January 2015, the building opened for leasing and Syndctd was brought in to help drive users from Google and Social Media Platforms to the One Santa Fe website to learn more about the property and turn LEADS into LEASES.

Social Media Management & Creative Content Development

• Daily Management of Facebook, Instagram, Twitter and Google+
• Image Creation and Copywriting for posts 5+ times per week
• Crisis Management + Brand Monitoring
• Advanced Social Reporting + Weekly Digital Strategy Sessions with One Santa Fe marketing staff

WEBSITE REDESIGN + Photoshoot of Property and Community

• ReDesign of Property Website with integration to their existing property management backend
• Photoshoot for social and web assets: Studio, One Bedroom, Two Bedroom and Townhome
• Lifestyle Photography around One Santa Fe

Paid and Organic Search

• Paid Advertising: Facebook, Google AdWords, YouTube, Instagram and Twitter
• Organic Search: SEO Website Overhaul and Production of Blog Content for Site

Key Initiative

Our Search and Display campaigns drove users back to the osfla.com page to gain knowledge regarding the different unit offerings. Additionally, we ran an extremely successful video campaign that generated approximately 40,000 views with the help of media support; specifically through TrueView In-stream Ads, Standard Display Ads and In-video Overlay Ads.

Facebook advertising was also invaluable and garnered the most conversions for lease submission inquires at One Santa Fe. As advertisers, the Facebook Targeting algorithm gives us the opportunity to identify specific target audiences by geographic and interest criteria within their network. This was key to get into the mind of the coffee-sipping consumer when generating this particular social campaign.

Campaign Insights

Working on Social Media, Paid Media Campaign Creation and Management and Photo Content Development in the last year has helped to drive leases for the property – and more importantly, also sets the tone for the kind of life people want to lead at One Santa Fe.

Traffic to Website from Paid and Social: 17.6K Unique Visits

• New Sessions: 60.4%
• Referral Traffic: Social and Paid- 55% // Direct – 25% // Organic – 20%
• As of November 2015, One Santa Fe is at 90% Occupancy rate.  

Arnette X MDBP - Summer Tour

TOUR SPONSORSHIP, ENDORSEMENT DEALS, 14+ CROSS-COUNTRY SITE ACTIVATIONS, BRANDED MIXTAPES / INTERVIEWS / PHOTOSHOOTS - ALL EXECUTED BY SYNDCTD.

Longstanding Syndctd client Arnette Eyewear wanted to engage in music to speak to their target demographic in a new way, and we felt the Mad Decent Block Party would be a perfect fit. We brokered a sponsorship deal between Arnette and Mad Decent, and from there went straight into strategizing how best to support the tour digitally. The demographic falls exactly within the active culture and lifestyle that Arnette has always embodied, and the Block Party felt like the perfect venue to get their brand in front of this audience. Together with Arnette, we came up with three huge digital activations surrounding their sponsorship as well as their brand presence on-site at 18 tour stops. We wanted to capitalize on their sponsorship of the tour in a way that would be as exciting as it was meaningful, so – with Red Bull in hand – we got to brainstorming.

Plus Arnette got amazing social content with one-on-one backstage interviews with, Dillon Francis, Flosstradamus, Waka Flocka Flame, TJR, Big Gigantic, STRFKR, Bunji Garlin + Jillionaire and Bro Safari to name a few. They can be seen here on Arnette's blog.

 

THE CAMPAIGN SERVICES

PHASE 1: PRE-TOUR

We knew we needed to send at least one person out on the road to capture content, represent the brand, work Arnette’s booth, and just generally be Arnette’s “boots on the ground” throughout the tour. We decided to open up this once-in-a-lifetime job opportunity to Arnette and Mad Decent fans and held a contest to pick who would be the two Mad Decent Block Party Ambassadors. We asked people to fill out a detailed application and create an Instagram video showing us how they “Create their Vision”, the tagline for Arnette’s newest campaign. We established an aesthetic for the varying initiatives of the summer and designed and developed the website, which worked across mobile, tablet, and desktop.

After vetting every candidate, we whittled the submissions down to ten, and interviewed the finalists via Skype. We then picked the final four and flew them out to Encinitas for a week of training at Arnette HQ. Candidates learned how to sell Arnette shades on-site, set up the tent and on-site event footprint, trained on video/photo equipment, came up with interview questions for artists, and gained an intimate understanding of Arnette’s culture, products, and history. After training, we picked the final two and sent ‘em off to the races. By this time we had orchestrated Arnette’s entire on-site activation area, including sourcing/managing vendors and coordinating production for activation materials like 18’ and 20’ inflatable sunglasses.

Throughout the tour, Block Party Ambassadors were responsible for interviewing artists at each stop, capturing video and photo content, selling shades, setting up the on-site event footprint, gathering email addresses, handing out promotional items, gifting artists with shades, facilitating an on-site contest, and generally presenting a public face for Arnette at the festival. They did an incredible job, and you can see some of the content they produced on Arnette’s blog.

PHASE 2: TOUR ACTIVATION, TICKET SWEEPSTAKES, AND #ARNETTEALLACCESS

After the Block Party Ambassadors were chosen and the tour began, two contests ran simultaneously. The first of those contests was a ticket sweepstakes that allowed entrants to enter to win two tickets to the Mad Decent Block Party closest to them, and Syndctd facilitated every aspect – from designing and building the entry form to fulfillment. The other contest ran on-site for attendees of the MDBP to participate in. To enter, people would snap a photo in front of the gigantic inflatable sunglasses and upload the photo to Instagram using the hashtag #ArnetteAllAccess. We would then inform those who won using Instagram, and they would then get to watch the headlining act of the day from an on-stage viewing area. Also happening at Arnette’s tent was the distribution of rally towels and 12” inflatable sunglasses in exchange for emails via an iPad signup.

CAMPAIGN INSIGHTS

We here at Syndctd would never build all this incredible content only to have it exist on its own. We built out and executed a multi-phase media plan that was rolled out over the course of the entire summer that included YouTube, Google Adwords, and Facebook Media and generated thousands of clicks and impressions. We handled everything from creative to buying to reporting on all paid media placed throughout the four-month period. We also handled e-blasts, delivering timely newsletters with Mad Decent-specific content to Arnette’s audience. Overall, the program was a resounding success. As for the numbers, we quadrupled the size of Arnette’s email database, they gained over 17,000 Facebook fans during that time period, and the website received nearly 6,500 unique pageviews. We created a branded experience that resonated with the audience and showed how deeply we cared to understand them, which is at the core of what we aspire to when we develop activation strategies for clients.