Nation wide Department Store | Mall campaign
To promote the pop sensation Justin Bieber's new fragrance launch.
Shifts consisted on 1-4 staffer teams that worked with the fragrance store counter sales representatives to attract potential consumers by strategic sampling and ultimately closing sales on indvividual and fragrance gift sets.
M2M facilitated in a consumer "Meet and Greet" and product giveaway with Justin on campaign launch day.
M Squared Management staffed over 15,000 hours of Brand Model shifts throughout the United States, outfitted in Justin Bieber "Someday" branded shirts over a six month time period.
Most staffing shifts consisted of 1-4 selected staffers and were made up of 4-6hr shifts per staffer; over a 3 week period.
We simultaneously activated in multiple locations throughout 20 Markets; including New York, Boston, Los Angeles, Chicago, Washington DC and Miami.
Campaign grossed millions in sales and TRIPLED projections of Macy's in less than 3 weeks of activation.
The Justin Bieber "Someday" fragrance netted out to be the #1 Celebrity Fragrance launch of all time and was the winner of the 2011 WWD Beauty Inc. Fragrance of the year.
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