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Special K & Ann Taylor | Integrated Campaign

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  • Special k & Ann Taylor Collaboration
    Expand Your Wardrobe. Reduce Your Waist.
  • We have observed that after women go through the Special K challenge for two weeks, they get bored with their products and disconnect with the brand. To maintain brand loyalty after the diet program, we came up with a partnership between Special K and Ann Taylor that rewards women who try the Special K Challenge with a 30% discount on their new reduced size Ann Taylor outfit. The campaign consists of a print ad on the Special K cereal package that explains the programs and encourages women to visit a microsite. Once in the microsite, women will be able to log their Special K challenge food dairy for 2 weeks and redeem their Ann Taylor gift card. Web banners promoting the program will be placed in magazines such as Shape and Women's health. Also, the program will be promoted through a Facebook page.