THE SALES RECORD-BREAKING MULTIMEDIA BRAND CAMPAIGN, 2017:
TAMARA MELLON Takes On Equal Pay Day
SUMMARY
Tamara Mellon, founder of her eponymous shoe brand, launched a major multimedia campaign around Equal Pay Day, marking her website down to match the gender pay gap.
To maximize reach, the camapign synchronized a morning talk show interview, an op-ed, and press placements about negotiating raises in tandem with brand marketing.
Campaign Ideation
Copywriting
Organic Social
Project Management
Brand Initiatives
Media Strategy
PR
Messaging Hierarchy
Creative Briefs
KEY RESULTS
Nearly 4x previous site traffic records
More than 2x sales records.
Most importantly to Tamara and the leadership team, Equal Pay Day kicked off the brand’s annual cause marketing and solidified its brand equity among its customers.
CBS This Morning: Tamara Mellon On Pay Equity, Bankruptcy and Company Relaunch, April 4, 2017
“Since her days building up the shoe empire that is Jimmy Choo, Tamara Mellon has been a force in empowering women through footwear. Now behind the reigns of her own eponymous brand, the designer is taking that empowerment one step further than a game-changing pair of heels. In honor of Equal Pay Day today, Mellon is speaking out to raise awareness about the wage gap.”
↑ A year later, Tamara Mellon rolled out Project 20, its invitation-only corporate transparency project.
↑ Ghostwritten Op-Ed, Forbes: Here's What Happened When Jimmy Choo Founder Tamara Mellon Heard Her Male Employee Made More Than She Did, April 4, 2017
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