Cosmopolitan Magazine wanted to forge a deeper connection with female college students by pampering them with products and services from two of its key advertisers, L’Oréal and Ann Taylor. We collaborated to bring mini glam sessions to major universities during the back-to-school timeframe.
We set up interactive event sites on ten major campuses where trained brand ambassadors pampered students with hair color consultations, manicures and makeovers. Added features included scholarship opportunities, social media photo activations and the chance to enter a sweepstakes. Each event was promoted with signage and invitation distribution at campus bookstores and cafés. We also sent targeted emails to female students and sorority groups.
With editorial help from Cosmo, the program attracted about 3,000 students on each event day and exceeded program goals by 80%.