2. Program Overview: TopCoat Spring Release
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PROGRAM OVERVIEW
GOAL:
Educate customers that TopCoat releases a new
collection each season of trending, high quality
polishes (like a designer/boutique) – starting with
Spring 2014.
Engage local fashion bloggers and taste-makers
to pick & promote their favorite Spring Colors
Create buzz online via Social Media Campaign &
Promotions
Enable customers to try Spring Collection; and
thereby incentivize return visit to TopCoat Nail
Studio
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3. Bloggers & Partners
Nichole Ciotti
VanillaExtract.me
N ON:
ILLA
RACT
AS SEEN ON:
VANILLA
EXTRACT
TopShelf Boutique
Topshelfstyle.com
The Petal Company
thepetalco.com
Drybar
Thedrybar.com
TopCoat
Topcoat.me
Kathleen Murillo
inspirafashionblog.com
Kate O’Gata
TheFancyPantsReport.com
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5. Blogger Co-Hosts Shared & Promoted Event
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Original blog posts featured favorite nail trends & polishes from TopCoat Spring 2014 Collection.
Co-hosts continually promoted the event by posting on Twitter, Facebook, Instagram.
http://www.vanillaextract.me
http://www.thefancypantsreport.com
http://www.inspirafashion.
Blog.com
6. Campaign Reached 412K+ Social Media & Online Engagements
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Blogs/Press/Invites
57,690+ Impressions
158 Posts
203,400+ Engagements
15 Posts
10,700+ Impressions
34 Tweets
140,000+ Impressions
Collective impact of partner, blogger, and customer promotions
7. Over 250 Guests Attended TopCoat Spring Fling
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RESULTS:
EVENT EXPERIENCE:
Attendees were offered free polish changes from the
TopCoat Spring 2014 Collection, complimentary hair
touch-ups by Drybar, a DIY Flower Crown bar,
shopping from TopShelf and fresh juice champagne
cocktails.
• Date/Time: April 24, 2014 6-9pm
• Over 300+ RSVP’S
• 250+ Attendees
• Mostly 25-34 years old
• Some 18-24 years old
• Fashionable ladies in SF
• 150+ Posts to Social Media leading up
to and during the event
• Most attendees stayed 2hrs+
