David’s Bridal Celebrates Finding Your “One Love”

David’s Bridal – the only national bridal retailer – prides itself on being a leader in the wedding industry, offering consumers an unparalleled selection of bridal attire, accessories, gifts and favors. Dedicated to helping brides create the wedding of their dreams, the company is always looking for new ways to bring this commitment to its target demographic, women ages 18-34. Responding to the changing media climate and consumer preferences, David’s knew it had to get more involved in the online space as a way to reach potential customers. In response, Lippe Taylor created an online campaign that aimed to generate positive buzz online, engage consumers with the brand and encourage online sharing, all while promoting key brand products. The resulting program was extremely successful in tapping into the emotions of finding one’s “one love,” generating not only superb online bridal buzz, but more than 1.7 MM engagements, with 91% of entries shared over multiple social networking sites, and a 112% increase in social networking traffic on David’s Bridal website.

More details and metrics on the campaign here

I’ve been really impressed by the marketing efforts behind the rebranding of Pepsi. The recently released ads for Pepsi’s “Wordplay” campaign really caught my attention; the campaign uses the new Pepsi logo to spell out positive and cheerful words, most notable among them “HOPE” playing to generation Obama and “CAN” — a more clever attempt at the same.

Both in the spot above and the more recent campaign spot aired during the Super Bowl, Pepsi directs viewers to RefreshEverything.com. The site is Pepsi’s hub for all that’s refreshing about now – the brand, the administration, the country. Anyone can watch new videos from Pepsi and share them with friends. You can even upload your own video documenting what you would say to our new President “the man who is about to refresh America?”

The entire initiative conveys such a positive feeling. Not surprisingly, it goes hand in hand with the new presidency and administration and the current buzz that surrounds them.  Pepsi’s recallable hook “Generation Next” seems to be taking a brief pit-stop to celebrate with “Generation Now”