SCHICK
Schick's parent company (Edgewell Personal Care) came to us looking to align themselves with our devotion to pop star Taylor Swift. USA Today positioned themselves as an age-less media company by employing a single reporter to follow Taylor Swift (and Beyonce - but that's for a different campaign). Through an RFP, we put together a set of ads targeted specifically to 'Swifties', placed on our already devoted to Taylor Swift articles.
Each ad highlights a specific product and their branding melded with Taylor Swift's style. Clever use of slightly altered lyric headlines, speak to the audience in an enticing way.
Each ad highlights a specific product and their branding melded with Taylor Swift's style. Clever use of slightly altered lyric headlines, speak to the audience in an enticing way.
[ full screen video ad ]
[ multiple display ads mocked up on a USAT Taylor Swift article ]