Integrated Marketing Campaign: TheRealReal
This project focused on acquiring new Flywheel members for TheRealReal, targeting Millennial Moms who both buy and sell luxury items. Our team designed a multi-channel, integrated campaign leveraging social media, e-mail, and in-person events to increase awareness and drive conversions.
Objective
To convert Millennial Moms into Flywheel members by emphasizing the ease, authenticity, and sustainability of TheRealReal’s platform while fostering brand loyalty.
My Role
Creative Visionary: I developed the campaign’s big idea, “Real Life, Real Luxury, Real Easy,” which framed the narrative of luxury that seamlessly integrates into daily life.
Strategist for Personalized Experiences: I designed tailored experiences and opportunities to engage Flywheel members, highlighting sustainability, convenience, and authenticity.
Promotional Architect: I created TheRealReal x California Closets promotional strategy, including pre-launch teasers, influencer sneak peeks, and post-launch campaigns to drive engagement and conversions.
Content Creator: I conceptualized the 5-part video series featuring influencers, showcasing the consignment process, closet transformations, and tips for luxury product care.
Influencer Specialist: I identified and proposed the influencers for the campaign, ensuring alignment with the target audience and campaign goals.
Approach
Our strategy focused on addressing the core needs and behaviors of Millennial Moms, TheRealReal’s Flywheel target audience. By emphasizing sustainability, authenticity, and the seamless integration of luxury resale into their busy lives, we aimed to create a campaign that resonated emotionally and practically.
Customer-Centric Messaging: Centered on the message, “Real Life, Real Luxury, Real Easy,” emphasizing how TheRealReal simplifies the buying and selling of second-hand luxury items while championing sustainability and authenticity.
Targeted Multi-Channel Strategy: Leveraged a variety of marketing channels, including social media (organic and paid), direct mail, and in-person events, to engage the audience at every stage of the marketing funnel, from awareness to conversion.
Personalized Experiences: Enhanced user experience with app and website improvements, personalized recommendations, and a streamlined consignment process to simplify interactions with the platform.
Influencer-Led Content: Collaborated with influencers to create authentic, engaging content, showcasing real-life luxury transformations and product care tips to inspire audience participation.