Elizabeth Arden is a revered and established 102-year-old makeup, skincare, and fragrance brand.
The company came to Lippe Taylor in 2012 because they were looking to refresh the brand and demonstrate innovation in an ever-changing landscape. We quickly discerned that this meant they needed to adopt an early adopter mindset and to expand their social media presence through emerging platforms.
Get into the pinning game
On Pinterest, we actually created a new category, teaming with Elizabeth Arden and Look Good Feel Better to launch the first “Pin It To Give It” program. Now that’s a win/win!
We launched Elizabeth Arden’s Pinterest page on May 22, 2012 for a number of reasons. It was the fastest growing, emerging social platform. It would help the brand reach a younger skewing female audience. And it would allow the brand to showcase their leadershipin the prestige beauty market in a powerfully visual way.
Change the game
We didn’t want Elizabeth Arden to simply join Pinterest. We wanted them to impact it in a big way. To that end, Lippe Taylor created the very first “Pin It To Give It” campaign. For every fan repin, Arden donated an eyeliner to our charity partner Look Good Feel Better. We were overjoyed with the results and that so many women were helped in the process.
Hit from all angles
We employed a 360 integrated media approach in order to reach multiple audiences—incorporating social media, PR, influencer outreach, website, and e-marketing. This translated to reached both new and existing consumers and fans, as well as media and digital influencers. We were also able to tap into Look Good Feel Better’s key constituents and supporters. Pin it to Give it has received 15 awards and counting!