Mervyns Spring Marketing Campaign
The need for a Spring campaign that translates well to the rest of Mervyns traditional campaign approaches. The campaign should target disgruntled customer base that keep distancing themselves away from Mervyns due to its “old-fashioned” image. Mervyns had limited budget to employ resources such as professional photography, talent as well as video editing.
A strategy was developed to create a microsite campaign that showcases short user generated style grassroots video that share stories unique to items what are the hottest, the newest and private labels. Each short story is accompanied by a relevant product showcased and how that can be purchased. Internal resources were used for for videos and acting.