Objective was to develop a new brand campaign to enhance the brand image hinged on the practice of visual storytelling using customers, and their likeness as the central emphasis and theme for creating engagements.

1. Conceptually hinged on the practice of visual storytelling, digital activation for the re-positioning of Eight Hour is
designed to create exponential influence across the digital landscape using customers, and their likeness, as the
central emphasis and theme for creating brand engagements through digital content and promotional materials.
It is through this direction of storytelling Eight Hour will be able to appeal to larger targeted audiences and
personas, while reinforcing and building stronger emotional bonds and brand affinities with loyal customers and
new consumers alike.
DIGITAL ACTIVATION BRIEF
UNLOCKING INFLUENCE THRU THE ART OF STORYTELLING

2. A C T I V A T I O N F R A M E W O R K 2 | P A G E
D I G I TA L P R E M I S E
THE FIRST STEP TO ACTIVATION IS FOR
ELIZABETH ARDEN TO ALIGN ITS EFFORTS WITH WHERE IT
WANTS TO BE IN THE FUTURE...
If 'cult status' supporting a new 'grand entrance'
into the market is the desired objective for repositioning the
Eight Hour Brand as an EA brand extension, then digital marketing
needs to reinforce a Brand direction which is...
"CUSTOMER FOCUSED"
"CUSTOMER DRIVEN"
"CUSTOMER APPRECIATED"
"CUSTOMER LOYAL"
Digital is the platform for making disruptive change.
However, it should not be viewed for simply executing campaigns,
but rather as a holistic, committed long-term business direction.
TO FULLY REALIZE CULT STATUS
AT THE GREATEST LEVELS, DIGITAL MUST APPEAL
TO CONSUMERS AS A BRAND WHICH IS ...
AUTHENTIC . ORIGINAL . RELATABLE
PERSONABLE . IDENTIFIABLE
Therefore, to find long-term success, Digital must become marketing's
backbone for reaching and influencing consumers in mass with the customer
front and center of activations for building deeper consumer bonds and
emotional attachments to the brand.

3. A C T I V A T I O N F R A M E W O R K 3 | P A G E
IT'S ABOUT THE CUSTOMER.
R E A L P E O P L E - R E A L C U S T O M E R S
THE CELEBRATION OF CUSTOMERS.
VISUAL STORYTELLING MOMENTS. REAL-LIFE MOMENTS. ASPIRATIONAL MOMENTS.
RELATABLE. PERSONABLE. EMOTIONAL. IDENTIFIABLE. AUTHENTIC.
INSPIRING MICRO-MOMENTS THAT TRULY RESONATE
WITH CONSUMERS FOR CREATING AND REINFORCING AN
EMOTIONAL BOND & BRAND ATTACHMENT.
IT'S ABOUT PUTTING A FACE ON THE EIGHT HOUR CUSTOMER
WHERE LEGIONS OF PAST LOYAL CUSTOMERS AND NEW CONSUMERS ALIKE
CAN TRULY IDENTIFY WITH AND SAY...
"THAT'S ME!"
-----------
D I G I TA L G U I D I N G D I R E C T I O N

4. A C T I V A T I O N F R A M E W O R K 4 | P A G E
THE DIGITAL ECOSYSTEM
A SCALABLE & REPLICABLE PLATFORM
BRANDING PLATFORM:
The platform will be built on 'THE POWER OF 8' theme with a series of
supporting persona and lifestyle subthemes which will carry the initiative
over the long-term, and when executed will depict identifiable customer
brand associations linked to inspiring everyday life moments.
WHAT:
“Official” & Americas Re-Positioning Launch (rollout)
WHEN:
Summer 2017
REQUIRED DIGITAL ELEMENTS:
New Branded Digital Ecosystem
• "Official" Eight Hour Commerce Website
(responsive or ideally mobile first design)
• Branded Social Media Profiles
(Facebook, Instagram, Pinterest, YouTube, Twitter, SnapChat, Google+)
• Customer Mobile Club App
• Digital Operations (engagement campaigns)
• Influencer Brand Ambassador Program
• Customer Brand Advocate Program
• Storytelling Content Publishing Platform
• Customer UGC Operations Campaigns
• Online / Offline Brand Promotion Tie-ins
• Scalable & Replicable Global Market Activations
--
The goal
is to re-position
the
Eight Hour Brand
and stimulate
a larger consumer
following leveraging
digital marketing
with real-world
touchpoint
integration.
--
Success
at scale
will only be
found
by
empowering
customers
with a platform
and a voice
to create a
widespread global
consumer
activation.
--

5. A C T I V A T I O N F R A M E W O R K 5 | P A G E
CHANNEL USE & OPTIMIZATION
MATCHING CHANNEL STRENGTHS ALIGNED TO TARGET PERSONAS
When considering Eight Hour channel selection as part of the new digital ecosystem, purpose and use
should match channel strengths and align to target persona preferences for how audiences use the
channel for related health / beauty interests and topics.
The new Eight Hour digital ecosystem will include a new commerce website (replicable across
geographies) and a selection of aligned preferential customer social media channels. It will further include
a branded micro-blog and leverage
a selection of highly influential
blogger sites as "official" brand
ambassadors to extend reach and
influence for the architected and
managed digital ecosystem.
The new digital properties and
assets would be launched for Eight
Hour and be treated as a Brand
Extension.
It is intended the Eight Hour Brand
would remain to be part of the EA
digital ecosystem and be supported
‘as is without change’ for an undefined period of time until the new re-positioned Eight Hour Brand digital
properties gain traction, visits, followers and engagements with a sizeable large consumer 'cult' following.

6. A C T I V A T I O N F R A M E W O R K 6 | P A G E
PLATFORM DESIGN
AN ARCHITECTED EXECUTABLE APPROACH
PLATFORM THEME: Eight Hour - The Power of 8
- Leverages a core platform theme direction executed across branded
and collaborative digital properties to consistently support consumer
engagements throughout a multi-touchpoint consumer landscape.
- Leverages four key strategic execution pillars for owned, earned and
paid media to visually build a brand image by representing customer
persona lifestyles associated with core brand values, product benefits,
and/or product use.
- Leverages a cohesive offline promotion strategy, delivering an
integrated seamless brand image across advertising, packaging,
collaborations, and in-store / POS.
- Major scalable platform activation components include:
• A fully integrated online/offline marketing approach for a multi-
touchpoint and seamless brand experience,.
• Active online and offline linked product / brand promotions,
• An overarching digital content strategy using an owned and UGC
storytelling platform,
• Influencer and customer programs to create exponential reach and
influence including Brand Ambassador and Brand Advocate
initiatives,
• Activated consumer operations for greater consumer engagements,
• A multi-creative execution direction aligned for flexible individual
market requirements (classic skincare vs. disruptive creative
activations).
--
As part
of digital activation,
new assets will be
required to
support the request
for Eight Hour
to become a
Brand Extension
to the
Elizabeth Arden
brand portfolio.
Those new assets
include:
 "Official" Eight Hour
Commerce Website
(responsive or ideally
mobile first design)
 Branded Social Media
Profiles (Facebook,
Instagram, Pinterest,
YouTube, Twitter,
SnapChat, Google+)
 Customer Mobile App
for customer brand
advocacy program
 A scalable and
replicable framework
across Global markets
--

7. A C T I V A T I O N F R A M E W O R K 7 | P A G E
PLATFORM INFLUENCE
THE POWER OF SIX DEGREES OF SEPARATION
Every positive brand engagement has the potential to travel great
distances and influence exponentially greater numbers of new
consumers. The strategic platform direction for using a storytelling
content platform leverages Eight Hour's own customers and those
acquired from newly engaged consumers enabling the digital platform
to deliver tremendous opportunities for realizing exponential reach and
influence.
Furthermore, through brand storytelling, Eight Hour has the opportunity
to reinforce its authentic Brand image through its own Authentic
Customers... customers who love the product and have many stories to
tell that align with Eight Hour core brand values.
The use of 'real' customers and their likenesses depicts personal,
relatable life experiences … allowing a new generation of consumers to
be personally drawn to the Brand with lasting emotional brand
attachments based on common, self-image associated customer values,
lifestyles and life stories.
This is the direction that will yield the biggest results over the shortest
period of time -- and a direction which is consistently supported
throughout the recommended activations.
--
Authenticity.
--
Every
brand
strives for it.
But few
can deliver
it.
--
Eight Hour
is different.
No hype. No over
exaggerated or inflated
claims. Just
anywhere, everywhere
daily value at its
core center.
--
Let
the customers
tell your story.
--
Let
the customers
be the message!
--

8. A C T I V A T I O N F R A M E W O R K 8 | P A G E
PLATFORM ACTIVATION
A COMPREHENSIVE EXECUTABLE FRAMEWORK
INTEGRATED DIGITAL EXECUTION
- Leveraging 'The Power of 8' platform theme, activation is built on
visually representing the Eight Hour customer and their likenesses
across all touchpoints to associate and link Brand value and product
use with consumer personal lifestyles and values.
- A visual storytelling content platform is used as the central core for
the owned content publishing strategy to create identifiable and
relatable consumer micro-moment touches, while building lasting
personal and emotional attachments to the brand.
--
Execution
of each
platform
element is
supported
as a fully
integrated
and
linked
digital
customer
storytelling
activation
and brand
experience
with
real world
tie-ins.
--

9. A C T I V A T I O N F R A M E W O R K 9 | P A G E
- Consumer engagements are stimulated through the activation of
Brand Ambassador and Customer Advocacy programs leveraging the
key benefits of exponential reach and trusted peer influence for
enhanced discovery and awareness.
- Supporting Consumer Operations are built into the Ambassador and
Advocacy programs to build added consumer touches and virality to
further reach new populations of targeted consumers.
- UGC (user generated content) is solicited across digital touchpoints
to fuel 'authentic' engagement activations and Eight Hour's own
requirements for digital content across its branded ecosystem.
--
The
Content Strategy
and direction
is carried
across all digital
touchpoints for a
seamless
brand experience,
--
as well as
linked to
offline promotions
to create a
common
and instantly
recognizable
brand image
for greater
brand
discovery,
awareness,
influence,
affinity
and
loyalty.
--

10. A C T I V A T I O N F R A M E W O R K 10 | P A G E
--
Bloggers
can be selected across
Fashion / Beauty, Lifestyle,
Health / Fitness, Family
and more.
--
Selection
would be based
on Eight Hour target
personas matched to each
blogger's own reader
demographics to
ensure maximum
reach and
influence.
--
Bloggers
offer the benefit
of reaching large
audiences who trust the
blogger's recommendations
and which lends added
brand trust and
credibility to the
Eight Hour
Brand.
--
AMBASSADOR PROGRAM
LEVERAGING INFLUENTIAL BLOGGERS
Activation of the Ambassador Program, branded as the "8 Hour Crew,"
leverages the power of exponential reach and influence through highly
influential blogger sites, which have a high daily site visitor reach as well
as large followings across social media.
Core Attributes
• (8) Recruited Bloggers
• 90 day contractual activation periods
• Activation cycles staggered across a
12-month period
• Emphasis placed on new consumer discovery
and awareness via product / brand promotion
and consumer engagements
Blogger Incentives List
(formulated per individual contractual blogger agreement)
• Site advertising
• Personal One-Year Auto Renew subscription
• Monetary compensation
• VIP NYC Meet & Greet Trip & Events
• Professional photo/video shoot
• Co-developed Reader Giveaway Contest
• Product samples, one year subscription as reader giveaways
• Eight Hour paid media and promotion site traffic support
• Product design collaborations (where appropriate)
• Commerce commissions
Ambassador Roles
• Profiled as an "Official" Eight Hour Brand Ambassador with authorization
release for likeness and personal brand to be promoted
• Agreement to a professional photo / video shoot to develop likeness and
personal story for use in brand promotion activities
• Agreed number of blog posts for sampled product reviews
• Scheduled series of social media tie-in promotion posts
• Co-developed consumer contest operations(s) activations
• Added promotion agreements based on individual negotiated terms
Eight Hour Key Benefits
• Assists in both awareness and revenue goals
• Exponential product/brand discovery with new audiences
• Large audience reach / WOM matched to target personas
• Authentic, credible voice from a trusted or aspired person of influence
• Digital content assets for brand promotion use

11. A C T I V A T I O N F R A M E W O R K 11 | P A G E
AMBASSADOR PROGRAM
FASHION BLOGGER EXAMPLE
CHIARA FERRAGNI, THE BLONDE SALAD
THE 27-YEAR-OLD ITALIAN, WHO NOW LIVES IN LOS ANGELES, HAS THE BROADEST REACH OF ANY INDIVIDUAL FASHION
BLOGGER WITH MORE THAN 3 MILLION INSTAGRAM FOLLOWERS. SHE'S A GLOBAL STAR, AS POPULAR IN EUROPE AS SHE IS IN
THE U.S. WHAT'S MORE, LINKS FROM HER SITE DRIVE TRAFFIC AND CONVERSIONS, ACCORDING TO MANY OF THE BRANDS WITH
WHOM SHE HAS PARTNERED. SHE WAS ALSO RECENTLY ON THE COVER OF LUCKY MAGAZINE'S FEBRUARY 2015 ISSUE ALONG
WITH FELLOW BLOGGERS NICOLE WARNE AND ZANITA WHITTINGTON.

12. A C T I V A T I O N F R A M E W O R K 12 | P A G E
--
Bloggers
offer the benefit
of reaching
large
audiences
who trust the
blogger's
recommendations
and/or
aspire to the
represented
lifestyle
which lends
added
brand trust
and credibility
to the
Eight Hour
Brand.
--
AMBASSADOR PROGRAM
CO-DEVELOPED CONSUMER OPERATIONS
UNQIUE CAMPAIGNS DESIGNED FOR EACH BLOGGER AMBASSADOR
--
Co-developed
Consumer Operations
(engagement campaigns)
will be designed for each
blogger ambassador.
--
Consumer Operations
would be activated
with reader and follower
incentives for
widfespread appeal
and participation.
--
'My Craze 8 Hours'
concept is one of many
themed '8 Hour' concepts
that could be developed
and activated to solicit
consumer brand
engagements
through active
visual photo sharing
tied to
Eight Hour Brand
associations.
--

13. A C T I V A T I O N F R A M E W O R K 13 | P A G E
AMBASSADOR PROGRAM
CONCEPTUAL EXECUTION DIRECTION & DETAILS
Promoted Social Sharing - Social Media Campaign leveraging UGC and visual storytelling themes
o Campaign to be used to jump-start the "official" Eight Hour repositioning launch (spring/summer 2017)
with a goal for rapid discovery of digital assets and a rapid ascent to building a cult following
o Leverages the power of digital, social media, WOM and viral
sharing to reach large persona-type audiences, while developing a
UGC platform to personalize and link the brand to customer
aspirations, values and lifestyles
o Recruits 'influencer type' Bloggers as Brand Ambassadors who have
high daily site visits and who are highly active on social media and
which demonstrate degrees of consumer trust and aspiration for
delivering brand authenticity, discovery, awareness and excitement
for the Eight Hour brand portfolio
o Co-developed consumer 'engagement' operations attaches real,
relatable personal stories and faces to the Eight Hour consumer
without overt and obvious brand promotion 'model, celebrity or
character type' customer representations
o Program activates individual bloggers staggered over an extended
period of time 'rotating in' new blogger participation in 45 day
cycles as per advanced scheduling and as previous blogger
participation comes to an end after a 90-day activation period to
maintain program activity over a full 12-month period
o Program ensures new audiences are always being exposed to the
Eight Hour Brand based on blogger selection, topic focus and
readership demographics to keep the program fresh for one full
year
o Reader submissions and awards as part of activated co-developed
consumer operations will be based on UGC soliciting visuals and a
personal story short narratives aligned to chosen micro-themes
identified for each blogger
o Submitted UGC will be collected, re-purposed and selectively re-
used as storytelling content for Eight Hour branded digital
properties with a mechanism in place for advance release and
brand use authorization
o Blogger readers will, as a leading incentive, be offered free product
samples within activated operations as a mechanism for increased
participation and for the added benefit for instant lead generation
o One reader will be chosen from each blogger readership to be
rewarded with a one-year Auto Renew subscription offered as the
"BIG" incentive for reader participation in activated consumer
operations
o Blogger Ambassadors will be incentivized under standard industry contractual terms and agree to a
professional photo / video shoot for their personal story and likeness to be profiled and promoted across
branded digital properties

14. A C T I V A T I O N F R A M E W O R K 14 | P A G E
KEY BENEFITS
o Re-aligns Eight Hour on new brand positioning track with aggressive, but appealing way for old and new
consumers to engage with the brand
o Jump starts a "cult" following and builds followers for new Eight Hour digital branded destinations / social
media profiles
o Campaign builds high levels of new awareness, discovery, and trial use leading to enhanced web traffic
and conversions
o Leverages and sustains for an
extended, continual period of time
the "power" of reach and influence
at a fraction of the cost of celebrity
/ social influencers
o Provides greater influencer value
through long-tail organic reach
based on reader participation and
the documented influence of
respected and actionable trust of
friend to friend and family to family
referrals
o Delivers a constant steady stream
of fresh daily, digital and relatable
UGC content into the Eight Hour
publishing scheme for being able to
deliver a higher degree of
consumer resonance in a highly
desired visual and micro-moment
storytelling format (relieves
potential strain on early digital
content publishing needs with
efficiencies)
o Reader submitted photos and
videos resulting from the
ambassador consumer operations
provide added visual storytelling
content for promotion and use
over an extended period of time
o Further participating readers will
be encouraged with added incentives to continue to spread the word by enrolling in the Eight Hour
customer advocacy program
o Using eight blogger partners ensures we are reaching large numbers of new audiences without the
campaign getting stale or old (and which can expand brand reach and presence across multiple consumer
persona types based on chosen blog focus and interests)
o Campaign can be scaled, timed and replicated across regions and/or global use in staged and managed
rollouts

15. A C T I V A T I O N F R A M E W O R K 15 | P A G E
ADVOCACY PROGRAM
LEVERAGING CUSTOMER VOICES & INFLUENCE
Activation of the Customer Advocacy Program, branded as
"The 8 Hour Club," leverages the power of exponential long-tail reach
and influence across Eight Hour's own customer base.
Core Attributes
• Customer Rewards Program
• Membership Enrollment enabled
• Award levels earned for social sharing
when Eight Hour “Love” is shared with
friend networks
• Exponential Eight Hour reach through
social sharing through an activated
customer base
Customer Incentives List
• Exclusive Club Membership offers
• Free samples, product, discounts, shipping and more based on earned
tracked activity levels
• Aspirations to share a product they love with people they love
• Brand influence, acknowledgement and appreciation
Membership Parameters
• Active enrollment profile submitted
• Hashtag social sharing program tracking
• Awards points to customer profile
• Suggested sharing Brand social media posts
• Consumer operations tie-ins for more appeal and viral activations
• Points earned for each social post tagged and shared per program
guidelines
• Points redeemable for special offers and incentives
• Mobile app activated (rewards program, store locator, geo-fencing)
Eight Hour Key Benefits
• Activates customers into unofficial Brand Ambassadors
• Extends product/brand discovery thru long-tail reach influence
• Reinforces emotional attachment to Brand
• Authentic, credible voices from trusted peers
• Digital content assets for re-purpose and promotional use
--
The
rewards and
incentive
membership
club program
aims
to empower
customers
with a platform
and voice
to
'share the love'
for all things
Eight Hour
with their
individual circles
of social media
friends
and
followers.
--

16. A C T I V A T I O N F R A M E W O R K 16 | P A G E
ADVOCACY PROGRAM
CONCEPTUAL EXECUTION DIRECTION & DETAILS
Incentivized Social Sharing - Social Media Campaign leveraging UGC and visual storytelling themes
o Membership enrollment enabled to encourage loyal and faithful customers to 'share the love' across
social media for all things Eight Hour as they relate to their own personal values , lifestyles and cherished
moments
o Activated via the Blogger Ambassador Program and as a Brand-specific promotion activation
o Visual or text posts (hashtagged with program guidelines) can be any special story, feeling, thought, etc.
that links to an Eight Hour brand association
o Suggested branded content will be offered for sharing to stimulate virility for owned content
o UGC continues to fuel Eight Hour's own content requirements and further adds credibility and
authenticity to the Brand image
o Hashtags are tracked via a automated tracking platform with incentive redemption points awarded and
accrued for each individual post a club member shares across social media
o Accrued redemption points can be redeemed for special offers, samples, product, discounts, free shipping
and more
o Hashtag posts via platform management automates member's release and authorization of posts for use
within Eight Hour's own promotion efforts
BENEFITS
o Leverage the power of exponential reach and influence leading to greater
discovery and awareness
o Empowers customers with a Platform and a Voice to get closer to the brand with
public acknowledgement and appreciation
o Reinforces the relationship with the customer through the celebration of the
customer and their special moments in life
o As with Ambassador Program, customers enrolled in the program and who are
active puts an authentic face on the Eight Hour customer for brand credibility
and trust
o Incentives reinforce and promotes deeper bonding and attachment to the Brand
on an emotional level fostering even greater personal desires to share product
benefits with circles of friends and family
o Attaches Brand core values to the celebration of life as visualized through Eight
Hour customers, while reinforcing Brand authenticity that it's a Brand for all
personas and lifestyles
o Reinforces the concept of product multi-use, multi-benefit for
anywhere, everywhere
o Visual storytelling posts created and shared more easily
identify with new consumers than traditional promotional
style posts
o Overall - program reveals Eight Hour is a 'Customer Brand' and
it cares about its customers aligning with Brand core values

17. A C T I V A T I O N F R A M E W O R K 17 | P A G E
CONTENT PLATFORM
THEMED CONTENT FOR BRANDED ASSETS --
A visual
storytelling
content platform
is used as the
central core
for the owned
content publishing
strategy
to create
identifiable
and
relatable
consumer
micro-moment
touches,
while
building lasting
personal
and emotional
attachments
to the
brand.
--
THE EIGHT HOUR CHALLENGE
Ask consumers and loyal
users to engage with the
brand by posting their EIGHT
HOURS of adventure, travel,
experiences, etc. in a way
that glorifies the Power of 8.
LUCKY NUMBER EIGHT
Create incentives for
the EIGHT HOUR consumer
to share #8hour content
and win prizes.
CONTEST IDEATION
• First 8 users to post 8 images
with hashtag receive a free
luxury sample.
• Distribute first round of new
product samples to Facebook
fans that Liked campaign post.
• Invite users to tag pictures or
videos of themselves with
eight-hour challenges for a
chance to have their images or
video featured on Eight Hour
digital platforms.
• Select winners with best
hashtag posts to win an
invitation to an exclusive eight-
hour experience.

18. A C T I V A T I O N F R A M E W O R K 18 | P A G E
INTEGRATEDFRAMEWORK
ONLINE/OFFLINE CAMPAIGN ACTIVATIONS
INTEGRATED DIGITAL EXECUTION
- An integrated digital marketing support structure would be
designed (web + digital + social media) to support the content
strategy support across email, mobile and with a comprehensive
SEM campaign framework to maximize owned, earned and paid
media reach and influence.
- The authentic brand position validated with customer visual cues
and by using 'authentic' customer stories aliged to brand values and
associations to tell a
genuine and sincere
brand story would be
further reinforced and
supported aross the
digital ecosystem.
- Offline brand
promotions closely
visually tied to digital
activation frameworks
using the customer and
their likenesses as key visual identity cues would strengthen the
new brand identity and the customer theme association.

19. A C T I V A T I O N F R A M E W O R K 19 | P A G E
ACTIVATED ROADMAP
" O F F I C I A L " & A M E R I C A S L A U N C H ( R O L L O U T )
• Current Elizabeth Arden Digital Ecosystem and the execution of it remains unchanged.
• New digital properties and assets would be launched for Eight Hour and be treated as a Brand
Extension. (“Official” Website, Social Media Profiles – Facebook, Instagram, Pinterest, Twitter,
YouTube, SnapChat, Google+)
• Eight Hour Brand would continue to be part of the EA digital ecosystem and be supported ‘as is
without change’ for a period of time until the new re-positioned Eight Hour Brand digital properties
gain traction, visits, followers and engagements with a sizeable large cult following.
• During the transitional stage, Eight Hour commerce website clicks from the EA site or Social Media
would simply be re-directed to the new Branded website (or directly to EA commerce as appropriate)
while remaining to use the existing EA commerce / shopping cart engine. Reverse navigation would
re-direct back to original starting destination for a seamless customer experience.
• Eight Hour support and promotion across EA social media assets would continue without change with
frequent special promotion, content and redirects to the new Branded website or social media
profiles to aid in cult following.
• Seamless bi-directional navigation from the new Eight Hour website back to the EA home site would
be enabled in support and linkage to EA Brand.
• Mobile design and customer experience considerations would be applied across all initiatives.
• Digital Launch would be kicked off with a Brand Ambassador Program supported and promoted across
digital and social.
• Digital marketing activation would include going live with the new “official” Eight Hour website and
new social media profiles + sustaining experiential content strategy -- with added digital support
across email, mobile and a comprehensive SEM campaign framework to leverage owned, earned and
paid media.
• Digital marketing activation would include a commerce platform activation capability for Instagram
and Pinterest.
• Digital Launch would be supported across all offline media and outlets with paid print advertising,
direct mail, public relations, merchandising and retail support, and with an extended and sustaining
active promotion and campaign strategy.
• Expanded digital property phased rollouts with website builds and marketing support for global
regions / countries would be scheduled and planned with an emphasis on a global hub-and-spoke
model leveraging scalable, replicable and manageable efficiencies.

20. A C T I V A T I O N F R A M E W O R K 20 | P A G E
ACTIVATION CONSIDERATIONS
A L I G N I N G E M P H A S I S W I T H E X E C U T I O N
1) Brand Repositioning – based on the direction for isolating Eight Hour as an EA Brand Extension with its
own updated identity, a separate brand digital ecosystem will be required to build the desired cult
following. However, as any new ecosystem comes online, Eight Hour must remain part of the EA
digital ecosystem and be marketed independently as part of the EA Brand portfolio.
2) Digital Activation should be: Practical, Scalable, Measurable, Manageable, and Replicable; while being
able to be integrated into traditional offline marketing branding initiatives for maximum impact and
effect.
3) Digital and social cannot be practiced in a ‘silo’. Collectively, they need to support the new branding
positioning at all levels and across all media, while continuing to reinforce and support the legacy EA
brand and product portfolios as a Brand Extension.
4) Across digital and social, the best direction to build consumer brand resonance and brand affinity is to
develop the online discussion and influence on a personal and relatable level based on real people,
real-life stories.
5) Across digital, visual storytelling will be key. Short, micro-moment bursts of garnering consumer
attention with appealing collaborated resonating UGC content will be most impactful.
6) The collaborative storytelling approach must be supported and reinforced across all digital media and
branded digital assets.
7) The online story will need to live offline as well -- and be reinforced for touchpoint consistency for a
seamless customer experience and brand identity.

21. A C T I V A T I O N F R A M E W O R K 21 | P A G E
CORE ACTIVATION STEPS
D E F I N I N G H O W W E G E T S T A R T E D
• Expanded 'Go to Market' planning and budgeting
• Digital (properties & assets) build cycle
• Persona and customer journey mapping analysis
• Influencer (blogger) collaboration selection and recruitment
• Defined management methodologies and processes
• Management platforms and systems activation
• Production of online/offline promotional materials
• Integrated online/offline launch cycle timeline management
• Ambassador program launch and activation
• Advocacy club membership & mobile app promotion
• Owned content strategy program execution
• Consumer operations campaign executions
• Offline brand promotion activations
• Public Relations support
• Replicable and scalable global rollouts

22. A C T I V A T I O N F R A M E W O R K 22 | P A G E
ADDENDUM
AMBASSADOR BLOGGER REPRESENTATIONS

23. A C T I V A T I O N F R A M E W O R K 23 | P A G E
F A S H I O N B L O G G E R R E P R E S E N T A T I O N S
20 HIGHLY INFLUENTIAL PERSONAL STYLE BLOGGERS
INSTAGRAM, TWITTER, FACEBOOK, YOUTUBE AND PINTEREST FOLLOWERS, AS WELL AS WEBSITE TRAFFIC, WAS USED
TO PROVIDE A SNAPSHOT OF INFLUENCE THESE FASHION BLOGGERS ARE REACHING EVERY DAY.
1. CHIARA FERRAGNI, THE BLONDE SALAD
THE 27-YEAR-OLD ITALIAN, WHO NOW LIVES IN LOS ANGELES, HAS THE BROADEST REACH OF ANY
INDIVIDUAL FASHION BLOGGER, WITH MORE THAN 3 MILLION INSTAGRAM FOLLOWERS. SHE'S A GLOBAL
STAR, AS POPULAR IN EUROPE AS SHE IS IN THE U.S. WHAT'S MORE, LINKS FROM HER SITE DRIVE TRAFFIC
AND CONVERSIONS, ACCORDING TO MANY OF THE BRANDS WITH WHOM SHE HAS PARTNERED. SHE WAS
ALSO RECENTLY GRACED THE COVER OF LUCKY MAGAZINE'S FEBRUARY ISSUE ALONG WITH FELLOW
BLOGGERS NICOLE WARNE AND ZANITA WHITTINGTON.
2. AIMEE SONG, SONG OF STYLE
SONG, 28, IS A LOS ANGELES-BASED INTERIOR DESIGNER WHOSE STRAIGHT FORWARD STREET-STYLE
SHOTS HAVE MADE HER POPULAR WITH BRANDS AND READERS ALIKE. SONG ALSO HAS AN
INCREDIBLE INSTAGRAM FOLLOWING -- 1.9 MILLION -- AND HAS WORKED HARD TO BUILD HER YOUTUBE
AUDIENCE AS WELL, WITH MORE THAN 28,000 SUBSCRIBERS TO HER CHANNEL.
3. WENDY NGUYEN, WENDY'S LOOKBOOK
YET ANOTHER LOS ANGELES-BASED BLOGGER, NGUYEN, 31, IS BEST KNOWN FOR HER YOUTUBE CHANNEL,
WHICH CURRENTLY BOASTS 600,000-PLUS SUBSCRIBERS. (HER 2011 VIDEO, "25 WAYS TO TIE A SCARF" HAS
BEEN VIEWED OVER 29 MILLION TIMES.) NGUYEN'S POINT OF VIEW IS UNIQUE IN THAT SHE GREW UP IN
THE FOSTER SYSTEM, AND HAS OPENED UP ABOUT HER EXPERIENCES TO HER READERS.
4. KRISTINA BAZAN, KAYTURE
THIS SWISS-MODEL BLOGGER, 21, HAS AN IMPRESSIVE REACH ON FACEBOOK -- WITH MORE THAN 1.1
MILLION LIKES -- IN ADDITION TO A MAJOR PRESENCE ON INSTAGRAM, TWITTER, ETC. BAZAN IS A
FAVORITE OF HIGH-END BRANDS: SHE'S WORKED WITH LOUIS VUITTON, HUGO BOSS AND PIAGET, AMONG
OTHERS.
5. JULIE SARIÑANA, SINCERELY JULES
THE 29-YEAR-OLD BLOGGER, WHO LIVES IN LOS ANGELES, STARTED HER SITE IN 2009 -- EARLY, COMPARED
TO MANY OF HER PEERS. HER EASY, APPROACHABLE STYLE HAS TRANSLATED WELL INTO HER OWN LINE
OF T-SHIRTS, PRINTED WITH OFTEN INSPIRATIONAL, OCCASIONALLY IRREVERENT, QUOTES.
6. RUMI NEELY, FASHION TOAST
NEELY, 31, LAUNCHED FASHION TOAST IN 2007. HER PARTICULAR STYLE OF BLOGGING -- PHOTO-HEAVY
POSTS FEATURING COOL CLOTHES AND MODEL POSES -- HAS GREATLY INFLUENCED THE GENERATION OF
INFLUENCERS WHO HAVE FOLLOWED HER. WHILE NEELY HAS COLLABORATED WITH ESTABLISHED BRANDS
IN THE PAST, SHE RECENTLY LAUNCHED HER OWN LINE. ARE YOU AM I, A COLLECTION OF SLIP DRESSES,
TAP PANTS AND DISTINCTLY CUT TEES, IS NOTABLE FOR ITS SPECIFICITY. FOR FANS WHO WANT TO
EMULATE NEELY'S STYLE -- AND THERE ARE PLENTY OF THEM -- THERE IS NOTHING MORE PERFECT.

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7. NICOLE WARNE, GARY PEPPER GIRL
ONE OF THREE BLOGGERS TO LAND LUCKY'S FEBRUARY 2015 COVER, THE SYDNEY-BASED WARNE, 25,
FIRST LAUNCHED GARY PEPPER AS A VINTAGE E-COMMERCE SITE IN 2009. WARNE STARTED OUT
BLOGGING AND MODELING THE CLOTHES AS A WAY TO MARKET THE WEBSITE, AND BY 2011, IT WAS ONE
OF THE LARGEST ONLINE VINTAGE RETAILERS IN AUSTRALIA. HOWEVER, THE YOUNG ENTREPRENEUR'S
SIDE PROJECT SOON BECAME THE MAIN EVENT, AND IN 2012 SHE SHUT DOWN THE E-COMMERCE LEG OF
GARY PEPPER TO FOCUS ON HER BLOG-DRIVEN BUSINESS.
8. BLAIR EADIE, ATLANTIC-PACIFIC
THE NEW YORK-BASED EADIE, 29, IS BEST KNOWN FOR HER ACCESSIBLE, YET EDUCATED, APPROACH TO
FASHION. BASED IN SAN FRANCISCO WHEN SHE LAUNCHED THE BLOG, EADIE HAS WORKED AS A
MERCHANDISER FOR BRANDS LIKE GAP AND TORY BURCH, WHICH MEANS SHE HAS A PROFESSIONAL EDGE
WHEN IT COMES TO OUTFIT POSTS. AND BRANDS LIKE LOVE WORKING WITH HER BECAUSE SHE HAS A
REPUTATION FOR CONVERTING READERS INTO SHOPPERS.
9. JULIA ENGEL, GAL MEETS GLAM
THE SAN FRANCISCO-BASED ENGEL, 23, IS SEEN AS AN UP-AND-COMER IN THE SPACE. SHE'S ALREADY
AMASSED A LARGE FOLLOWING ACROSS PLATFORMS, FROM PINTEREST TO INSTAGRAM. APPEALING TO
THE SAME SORTS OF READERS WHO WORSHIP LAUREN CONRAD'S PRETTY AESTHETIC, ENGEL'S SITE IS
EASY TO NAVIGATE, WITH LOTS OF OPPORTUNITIES TO SHOP AFFILIATE LINKS.
10. NICOLETTE MASON
MASON, WHO WRITES A MONTHLY COLUMN FOR MARIE CLAIRE AND DESIGNED HER OWN COLLECTION
FOR MODCLOTH LAST FALL, IS ONE OF THE MOST IN-DEMAND BLOGGERS WORKING RIGHT NOW. THE 29-
YEAR-OLD WRITER PLAYED A ROLE IN THE PROMOTION AND SOCIAL MEDIA AROUND TARGET'S NEW PLUS-
SIZE COLLECTION AVA & VIV AND IS ALSO A BUDDING TV PERSONALITY, OFFERING STYLE ADVICE ON
PROGRAMS INCLUDING "TODAY" AND "GOOD MORNING AMERICA." MASON IS NOTABLE BECAUSE SHE
USES HER BLOG AS A PLATFORM TO DISCUSS BIGGER SOCIAL ISSUES, INCLUDING RACE, SEXUALITY AND
BODY IMAGE.
11. SHEA MARIE: PEACE, LOVE SHEA
THE LOS ANGELES-BASED BLOGGER AND TV HOST, 27, HAS THE HIGH-FASHION-MEETS-SOUTHERN-
CALIFORNIA LOOK BRANDS EAT UP. SHE'S WORKED WITH THE LIKES OF DIOR, GUCCI, H&M AND GUESS.
12. BRYANBOY
THE OG FASHION BLOGGER AND BEST FRIEND OF FASHION TOAST'S RUMI NEELY, THE NEW YORK-BASED,
PHILIPPINES-BRED BRYAN GREY YAMBAO HAS TRANSFORMED FROM AN ONLINE-DIARY KEEPER TO A
CELEBRITY AND FASHION INSIDER. WHILE OTHER BLOGGERS FROM HIS ERA HAVE FALLEN OFF THE MAP,
YAMBAO, 32, HAS REMAINED RELEVANT BY BRANCHING OUT. MEMORABLE PROJECTS INCLUDE A
COLLECTION WITH FURRIER ADRIENNE LANDAU AND A HOSTING SPOT ON SEVERAL SEASONS OF
"AMERICA'S NEXT TOP MODEL.“
13. ELIN KLING
THE NEW YORK-BASED KLING, WHO IS SWEDISH, WAS ONE OF THE FIRST BLOGGERS TO COLLABORATE
WITH A BRAND ON A COLLECTION. (IN 2011, H&M RELEASED A KLING-DESIGNED LINE.) BUT HER
FANTASTIC STAND-ALONE LABEL, TOTEME, HAS TRANSFORMED KLING, 31, FROM A BLOGGER TO A FULL-
FLEDGED DESIGNER.

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14. ZANITA WHITTINGTON
THE STOCKHOLM-BASED AUSSIE, 28, WAS ONE OF LUCKY'S FEBRUARY COVER STARS. ALONG WITH
MODELING AND BLOGGING, WHITTINGTON IS ALSO SERIOUS ABOUT PHOTOGRAPHY. HER SITE IS A SORT
OF "HOW TO" FOR ASPIRING BLOGGERS, WITH SERVICE PIECES ON STARTING A BLOG AND BUILDING AN
AUDIENCE.
15. GABI GREGG, GABIFRESH
ONE OF THREE PLUS-SIZE BLOGGERS CHOSEN TO STAR IN THE CAMPAIGN FOR TARGET'S NEW AVA &
VIV COLLECTION, GREGG STARTED HER BLOG IN 2008 WHEN SHE COULDN'T FIND AN ENTRY-LEVEL JOB IN
FASHION JOURNALISM. NOW 28 AND BASED IN LOS ANGELES, THE BLOGGER HAS APPEARED ON THE
"TODAY" SHOW, DESIGNED A SELL-OUT SWIMWEAR COLLECTION, AND PARTNERED WITH BRANDS
INCLUDING MISGUIDED, NORDSTROM AND LAURA MERCIER.
16. DANIELLE BERNSTEIN, WE WORE WHAT
THE NEW YORK-BASED BLOGGER, 23, STARTED HER SITE AS AN FIT UNDERGRAD EAGER TO CAPTURE THE
STYLE OF HER FELLOW STUDENTS. IT SOON TRANSFORMED INTO A PERSONAL STYLE FORUM, LEADING TO
A DESIGN PROJECT WITH TOPSHOP.
17. JESSICA STEIN, TUULA VINTAGE
THIS SYDNEY-BASED BLOGGER, 25, SPENDS A GOOD CHUNK OF HER TIME TRAVELING, AND SHARING HER
ADVENTURES VIA INSTAGRAM. (SHE'S CURRENTLY PARKED IN THE MALDIVES.) BRANDS LIKE DIOR BEAUTY
PARTNER WITH HER FOR THE OBVIOUS REASONS: SHE HAS GREAT TASTE AND AN ENVIABLE LIFE.
18. SUSANNA LAU, STYLE BUBBLE
FOREVER THE NO. 1 BLOGGER TO FASHION INSIDERS, THE 31-YEAR-OLD LAU IS NOW ONE OF THE
INDUSTRY'S LEADING VOICES. WHILE HER CREATIVE OUTFIT POSTS ARE STILL APPRECIATED, SHE IS EVEN
MORE LOVED FOR HER SHARP OPINION, CONTRIBUTING TO PUBLICATIONS INCLUDING ELLE UK
AND BUSINESS OF FASHION, AS WELL AS POSTING REGULARLY ON HER OWN SITE.
19. CHRISELLE LIM, THE CHRISELLE FACTOR
WITH A MASSIVE YOUTUBE FOLLOWING, THE LOS ANGELES-BASED WARDROBE STYLIST, 29, OFFERS HER
AUDIENCE PLENTY OF TIPS AND TRICKS VIA VIDEO. SHE'S WORKED WITH BRANDS INCLUDING COACH AND
BANANA REPUBLIC.
20. JANE ALDRIDGE, SEA OF SHOES
ANOTHER BLOGGING PIONEER, THE DALLAS-BASED ALDRIDGE STARTED HER SITE AT AGE 15. EIGHT YEARS
LATER, SHE'S STILL AT IT, PARTNERING WITH BRANDS LIKE LOVEGOLD AND CARTIER ON A REGULAR BASIS.

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