Retail giant Marshalls was looking for a unique way to stand out with young female consumers and drive them in-store for back-to-school shopping.
With this in mind, KMS worked with Marshall’s and local radio stations to create “Fierce Fashionista Fridays” – a unique twist on personality endorsement campaigns, utilizing local radio stations’ summer interns as “fashion ambassadors” for Marshall’s — voicing personalized promotional announcements and encouraging listeners to join them for a “Fierce Fashionista Photo Shoot” at Marshall’s.
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Results
Mediaweek’s 2010 Media Plan of the Year
“At back-to-school, there’s so much screaming in media. We felt this program cut through in just the right way.”
- Cindy Stockwell, EVP Media Director, Hill Holiday
