Zing USA, Inc.,
Company: Zing USA, Inc., Venice, CA
Company Description: Zing USA is a results-oriented, full-service public relations and marketing communications agency, with offices in New York and Los Angeles. Zing USA's unbeatable combination of enthusiasm and passion for what we do, coupled with a flair for delivering beyond expectations, has ensured our reputation for excellence and integrity among our clients and their constituencies.
Nomination Category: Live Event Categories
Nomination Sub Category: Best New Product Introduction Event
Nomination Title: Zing USA - Katy Perry Lashes created by Eylure Launch Event
The date on which this nominated entry was first presented:
Wednesday, February 22, 2012
Briefly describe the nominated event's objectives and how it met those objectives (up to 500 words).
In October 2011, Original Additions secured a partnership with platinum-selling recording artist Katy Perry, enlisting her to create four unique styles of false lashes under the company’s Eylure brand name.
After her successful world tour in December 2011, Zing USA aimed to capitalize on Katy’s popularity by having her unveil the product at a personal appearance in February 2012. The goal for the event was to generate buzz and a groundswell of media interest that would raise awareness and drive sales for Katy Perry Lashes created by Eylure.
To create immediate demand for the new collection, Zing secured an exclusive agreement with Seventeen, the leading magazine for the teen market, which comprises Katy’s core fan base. Seventeen’s February 2012 issue was released in
January – a full month before any other news of the lashes appeared, helping to build anticipation for the product.
To sustain momentum, Zing also created a Twitter account and Facebook page for Katy Perry Lashes by Eylure. Within two weeks, we attracted 500+ fans on Facebook and 400+ followers on Twitter.
ULTA Beauty was the exclusive US national retailer for the lashes. To engage ULTA and help make the lashes readily available for trial, Zing created a “Pop-Up Shop" at the event. ULTA staffers would be on- site all day selling lashes and professional makeup artists would be on-hand for lash application lessons. This was important because research had shown that uncertainty about lash application was a major factor in the decision to purchase false eyelashes.
To select the 100 fans who would meet Katy, Zing planned a pre-event at a local ULTA store. At least that number spent the night outside the store to ensure they were first in line. In total more than 300 people purchased lashes at the pre-event.
Securing one of the most popular Southern California venues in the teen market, The Americana at Brand, Zing created the blueprint for Katy’s stage and the Pop-Up Shop, working closely with the events production team at the Americana to fulfill our vision on time and under budget.
On February 22, 2012, the Pop-Up Shop began selling lashes at 10AM. By the end of the day, more than 1,000+ units of lashes had been sold– which was the largest amount of false lashes ULTA ever had sold in a single day.
Katy appeared shortly after 4PM, addressed the crowd warmly and began signing products. Not only did she stay well beyond the two-hour time frame, but she also walked directly into the crowd and signed items for fans other than the 100 pre-selected.
Fulfilling our objective for trade audiences, Zing also secured a feature article with the #1 beauty and fashion trade publication, Women’s Wear Daily (WWD) which ran a quarter-page article online and in the print version the day after the event.
By every objective and subjective standard, the event was a huge success; generating more than 90+ million online and eight million+ print impressions to date.
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ULTA Beauty (PR and Events teams) / Chicago and NY: Exclusive US retailer for the Katy Perry Lashes created by Eylure. ULTA Beauty also staffed the Pop-Up shop for sales during the event. Original Additions US Marketing Team (Berg Marketing) / Chicago: Zing USA’s liaison with ULTA Beauty.
The Americana at Brand (PR and Events Teams) / Glendale: Location where event took place.
Coryander Friend / Los Angeles – Independent production contractor who Zing USA hired to assist with building and painting event structures for the event stage and Pop-Up Shop.