For an emerging brand like Cosabella Amore, officially unveiling during the 2013 Oscars is a big deal, to say the very least. With over 40 million viewers, and ad spots almost as coveted as those during the Super Bowl, showing off your product during the Academy Awards means lots of new fans and consumers and even more coverage via social media. Cosabella Amore premiered its “Dear Lingerie” commercial as the last segment of JCP’s “Yours Truly” ad series that ran throughout the big show. Mochee was there to live tweet the whole evening about the fashion, the awards and of course the anticipation of seeing Cosabella Amore.
Preparation for the commercial began long before Oscar Sunday. In a coordinated effort with Cosabella Amore, Mochee created a content calendar to make sure that coverage of the big night was complete and all encompassing. As the event grew closer, Mochee posted on Facebook, Instagram and Twitter announcing a big surprise was on its way, and created two original fashion boards inspired by the red carpet and a cozy watch party, to get fans in the award season spirit. Cosabella Amore’s individual ad spot came out with impressive viewership and has over 110,000 YouTube views to date. Post coverage of the commercial’s premier included posting the link on all social media platforms and engaging fans in discussion to gather feedback.
The ultimate goal of social media for a brand launch like this is to get people talking. With dozens of tweets and Facebook comments coming in regarding Cosabella Amore, we’d call the Oscar debut of this flirty new brand a smash hit!
- View the Cosabella Amore “Dear Lingerie” ad here: http://ow.ly/iAUJK
- View the original fashion boards created for this event: http://ow.ly/iAVbw
- Follow Cosabella on Twitter and Instagram @Cosabellaamore