Lifestyle fashion brand Stella McCartney launches mobile campaign
Millennial Media, Inc., the industry's largest and fastest-growing mobile advertising networks company, and luxury lifestyle fashion brand Stella McCartney announced their collaboration to develop and introduce a distinctive mobile advertising campaign for holiday shoppers throughout North America.
The campaign, which launches today, and continues through the end of January 2009, represents the fashion designer's first foray into mobile marketing.
In addition, the initiative plays a critical role in the company's holiday-focused integrated marketing efforts, which also include print and online advertising, direct mail, in-store, point-of-purchase signage, channel marketing, and public relations programs.
Created and implemented exclusively by Millennial Media, the campaign seeks to build awareness and consumer interest for the Stella McCartney spring and summer 2009 collections, while concurrently establishing a significant presence for the Stella McCartney brand on the mobile Web.
The collections feature pieces with Stella McCartney's signature style of sharp tailoring, natural confidence, and sexy femininity. The effort is specifically targeted at modern and style-conscious shoppers.
“Stella McCartney is a luxury lifestyle brand, and this partnership, through a unique and unconventional campaign, is geared towards further strengthening the brand's presence to a wider audience,” said Stella McCartney. “This initiative enables Stella McCartney to target, with a new approach, fashion consumers in the U.S., while also being true to the brand's efforts in environmental responsibility since the campaign is digital and avoids any wastage.”
“With in-market competition and global demand for luxury goods at unprecedented levels, the world's most respected designers and luxury brands are recognizing that old-fashioned marketing tactics are no longer the most viable means of engaging target audiences, particularly in a world dominated by online and mobile device usage,” said Paul Palmieri, president and chief executive officer of Millennial Media, Inc.
“As result, cutting-edge fashion houses such as Stella McCartney are readily embracing and committing to fresh, new initiatives, including mobile advertising, to strongly differentiate their brands and product lines from an increasingly-crowded field of luxury goods purveyors."
"Moreover, mobile offers the added benefits of exceptional brand interaction and engagement through its ability to create distinctive, highly-personal user experiences, all of which other mediums cannot specifically offer to same extent.”
For the launch of the campaign, a series of distinctive banner advertisements will be prominently placed on various mobile Web sites within Millennial Media's premium mobile advertising network. This network is the largest in the U.S. with over three billion monthly impressions across more than 2,000 quality sites.