Ann Taylor partnered with Alldayeveryday to reach the next generation of consumers. Struggling to reach rising young professionals, Ann Taylor knew their campaigns would require paid media that had the power to earn the respect of sophisticated young women.
We launched the first ever brand campaign on Tumblr — a digital storytelling project owned and underwritten by Ann Taylor. Featuring four teams of two — one artist and one story editor — running over the course of three months, the teams were asked to interpret the phrase “The Smartest Thing She’s Ever Said.”
Our media plan included partnerships with Flavorpill, BlackBook Magazine, Cool Hunting, The JC Report, Dangerous Minds, and the exclusive launch of TheHairpin.com.
We worked with our media partners to develop a blend of custom advertorial on topics relevant to Ann Taylor's audience, as well as sweepstakes and social media integrations to achieve results that Ann Taylor struggled to accomplish previously.
At the conclusion of the campaign we released the site as a free theme in the tumblr theme garden. Currently over 190,000 bloggers use the theme on their own sites.
The campaign received resoundingly positive coverage from The New York Times, Advertising Age, and New York Magazine, with Business Insider and Rolling Stone naming TheHairpin.com launch as one of the best new sites of the year, resulting in over 25 million earned impressions over the 3-month run.