The Fashion Techie

Paris Hilton’s New Hair & Beauty Products Go Viral

December 21st, 2009

“This is a ‘huge’ product launch for Paris, so we wanted to be sure to utilize proven, highly effective marketing elements for an audience of “tween” girls. Think about Paris’s fan base, they’re young, hip, and highly mobile. Incorporating mobile into the product launch was an absolute must for this audience, and, working with a proven mobile marketing provider such as Velti means we can deliver real value to consumers by integrating mobile with our traditional and digital media initiatives.” -Chris Volek, CEO, HairTech

Velti, the mobile marketing leaders and HairTech are combining efforts to market the launch of Paris Hilton’s new line of hair and beauty products. Of course, Paris, who’s known for going big or going home, is taking mobile advertising to the next level.

The program is simple yet effective:

• Text PARIS to 72747 and log on to a mobile internet site to learn about the new line as well as sign up for giveaways and text alerts.
• Each new product (The Ultimate Brush, Polish by Paris and The Celebrity Rotating Iron) will receive its own short code and the code will be featured on their product packaging, TV, and more.
• The codes are cross promoted between Paris Hilton’s Twitter page, Facebook, and TV appearances.
• A monitoring and reporting dashboard will help retailer, HairTech, view the effectiveness of the campaign.

As a fashion retailer, engaging in mobile marketing can help you reach your targeted audience; especially they fall into the “tween” age group. Why?

It’s affordable. Compared to traditional marketing, there is no postage, no printing, no stamps.

It Gets There. Users always have their phone with them..but they don’t always have a TV, computer or mailbox

It’s Easily Targeted. No more guessing or compiling extensive mailing list. Content is targeted easily to those who want to receive messages.

It’s Effective. Users who receive marketing via text messaging have a response rate of 15% compared to 3% for direct mail.

It’s Viral. It’s easily shared with other users and once it gets going it never stops.