Get The Perfect Xmas Gift with Santa’s Helper
Online retailer Net-a-Porter, which sells women’s designer clothes and accessories, has devised an ingenious method to drive men and women to its site this holiday season. They have launched their first viral marketing campaign called Santa’s Helper, that creates a personalized video message narrated by a sexy flirtatious blonde, that women can email to their husbands or boyfriends to tell them what they would exactly like for Christmas. It couldn’t be easier to get the perfect Christmas gift!
All the sender has to do is enter information via a series of drop-down windows, including the guy’s pet name (choices include e.g. sweetie, cheeky monkey, darling, hot stuff, muffin, pumpkin, sugar and big boy), a self-description (are you stylish and curvaceous? Minxy and petite? Smart and leggy?), a description of him (witty, rich, handsome, thoughtful, macho), and of course the desired Net-a-Porter item(s) to personalize the video message a little.
Santa’s Helper will do the rest by sending the email to the designated recipient. The virtual helper, an actress/model in a red Roland Mouret moon dress and wearing Christian Louboutin shoes, will tell the sender things like: “lucky, isn’t she, to have a man like you?” and “Let’s face it if she’s happy, you’re happy.”
The Santa’s Helper page, launched on Thursday November 15, has been visited by 47,000 people so far and covered by The Wall Street Journal, Vogue and various fashion blogs. The Santa’s Helper campaign incorporated nearly all Net-a-Porter’s on and offline marketing channels, including: email marketing, on-site promotion, online pr to fashion blogs, paid search, in-the-box promotion, offline pr globally, affiliates, social networking (Facebook, Youtube) and delivery van advertising. The agency that assisted Net-a-Porter.com in creating the viral was Sugar, based in London.
Many thanks to the Net-a-Porter.com team in London for providing the information needed on such short notice.
(Source: Portfolio.com, Jezebel)
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