Stella McCartney calls holiday shoppers
The Beatles were at the forefront of recording, and now Paul McCartneys' daughter is at the forefront of advertising. Luxury fashion brand Stella McCartney has debuted a mobile ad campaign to reach holiday shoppers throughout North America.
The campaign, which runs through January, is the fashion label's first step into the mobile space. The effort is being done to promote its products during the Christmas season and to build interest in the spring and summer 2009 lines. The mobile banner ads run across the Millennial Media mobile advertising network and, when clicked on, lead to a mobile wireless application protocol (WAP) site. The mobile effort is part of an overall campaign that includes print and online advertising, direct mail, instore, point-of-purchase signage and PR.
“Our team got a hold of the Stella McCartney marketing group, and they were already in the process of creating an overall campaign that didn't include mobile,” said Eric Eller, SVP of products and marketing at Millennial Media. “But after seeing what they could bring to the mobile phone, they decided to expand the effort to include mobile.”
The mobile Web site is customized for the device so that iPhone users and Blackberry users alike can experience the best format. The site contains a fashion show and a series of look books, which showcase each item in the collection. There is also a mobile store locator, and an option to subscribe to text alerts.
The campaign targets the Stella McCartney demographic, which the brand defines as sophisticated educated female shoppers, ages 25-45, who live in or close to metropolitan areas.