Challenge

To combat an aging market image, Ann Taylor set up its Changemakers campaign to capture the attention of young, professional women. Small Girls was tasked both with thinking strategically about the program as well as identifying & securing the right influencers who could be ambassadors of the brand to depict its relevancy with 18-29 year olds, all without departing from its core image.

 

Strategy

Small Girls coordinated partnerships between Ann Taylor and fashion/beauty bloggers, startup offices, and influential women in media within the Small Girls PR network-- most of whom were just outside the typical areas of expected collaboration, yet a smart fit for the direction Ann Taylor is headed. Small Girls further crafted content ideas and media angles for each partnership to maximize each influencer opportunity through content partnerships & press syndication.

Success

Tapping young women from a variety of industries, Small Girls onboarded (earned) influencers such as Bethany Marie Olson (249,000 Instagram followers & AdAge’s Creativity 50), Courtney Scott (On-Air TV Host & editor of Travelocity), Kathryn Minshew (Founder of site The Muse, whom we further executed an Ann Taylor earned content partnership with), and many others for Ann Taylor’s Changemaker program. We not only garnered blog posts and social shares that we negotiated in advance of campaign involvement with these individuals, but further pitched out their final images & quotes to media to augment the opportunities. We secured multiple press features, highlighting the campaign assets in Refinery29, Home on the Runway, Huffington Post, The Muse, TIME Magazine, and Lucky Magazine. The entire social campaign included 22 influencer blog posts, 46 influencer tweets, 33 influencer Instagrams and 21 Facebook posts resulting in 4,396,895 total earned social impressions.