Case Study | L'Oreal - Area Marketing Associates

The challenge: To heighten consumer interest and department store display for Ralph Lauren Romance during the pre-Valentine's Day selling period in each of the brand's the high volume markets.

Results: An aggressive flight of local promotional radio was employed for ten days leading up to Valentine's Day. The program included the following activity:

• The rapid buildup of consumer awareness.
• Themed sweepstakes in each market with winners receiving high-end “Romantic” getaways.
• Store appearances by local radio celebrities to excite shoppers and draw more visits to the Ralph Lauren fragrance counter at key retail locations.
• Quid pro quo airtime to reward retailers who supported the promotion.

The brand retained its #1 position for the Valentine's Day sales period for each of the years of our program's execution.