Through targeted organic and paid social along with in-store announcements, we assembled the ultimate squad to help launch Charlotte Russe’s “New Beautiful” brand platform.
Fashion-loving customers were asked to submit their ‘New Beautiful’ photo with #CRGIRLSQUAD for a judges panel review. The 50 winners were selected on entries that reflected: social influence through reach and resonance, a fashion POV consistent with the ‘New Beautiful’ confidence brand platform, geographical location, and between the ages of 18 and 24.
The winners were then on-boarded to the #CRGIRLSQUAD program with tactics designed to make them feel like a part of the brand and best practices on social sharing. The squad members also received serious perks like a style session and shopping spree at their local Charlotte Russe store, VIP discount and other fun surprises along the way.
The winners were then onboarded to the #CRGIRLSQUAD program with monthly activations designed to make them feel like a part of the brand. Over the course of a year, the squad received serious perks like personalized style sessions, a shopping spree at their local store, a VIP discount, and other fun surprises along the way.
In just one year, the program generated:
· Nearly 4 million impressions
· Over 200 original photos featuring Charlotte Russe products
· Over 143k social engagements with the average post engagement rate coming in at 8.3%
Work + News
Croom talks director role with Adweek
DC is proud to announce Kumi Croom’s new role as DC’s first director of diversity and collaboration. Check out Kumi talking with Adweek about her goals and the progress she’s already helped to usher in.
Vaccination: our state’s best shot
As reported in AdAge and Adweek, DC was awarded the state’s $40 million campaign to bolster public confidence in Covid-19 vaccinations. And work is already underway on this critical effort.
The spots are animated. The struggle is real. True tales of former smokers on the perilous path to quitting.
InnovAsian: The Next Generation
DC is back with seconds of our award-winning, supply-chain-busting InnovAsian Occasion campaign now running on stations across the nation.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
Beautyscape in the Bahamas
Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.
SweeTARTS' Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
CBS x Alfred Coffee · Emmy Awards
DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.
Loyalty or discount program advertising often dwells in the downscale world of the coupon clipper — a turnoff to savvier online shoppers. Our strategy was to present Rakuten as every bit as premium as the brands it offered rebates on.
Even the mild-mannered have something inside that drives them wild. And thanks to StubHub that wild thing is busting out all over.
Gap · Dress Normal
Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.
This way to health insurance
Today marks the launch of our first campaign for Covered California as part of a five-year, $400-million effort to help all Californians get the health insurance they need.