November 11, 2014
Welcome to em michelle phan!
To maintain authenticity, Ms. Phan and her community were involved in every step, including product development.
Em michelle phan is sold exclusively online, both through its own channels and through a distribution deal with Amazon. Tag Creative made about 70 pieces of content tied to the em michelle phan line, and used Web ads and an email campaign to spread awareness, and uses little besides content and social to market the line.
The collection has so far exceeded expectations.
Choosing the right built-in audience is important for brands when telling stories. Jarden's Mr. Anderson focused on this when sharing activewear brand Marmot’s outdoor adventure video series.
Marmot sent its athlete Paige Claassen on a world tour, in which she climbs mountains in global locales and raises money for causes. The marketers filmed long-form video content, which they then turned into two unique Web series for Fitness and Men’s Journal magazines.
Lead Now - Tour Promo
