Simple and Cosmopolitan created a campaign to drive awareness and excitement around their partnership with Little Mix. The partnership, with Hearst brand Cosmopolitan, had to build a credible association between Simple and Little Mix in the minds of women 16-24. The Cosmopolitan audience are highly engaged in their appreciation of their favourite things, whether that’s Little Mix, Snapchat or Cosmopolitan itself and so we devised a plan to hide a very special ticket in the pages of Cosmo, a ticket that unlocked an opportunity to win tickets to Little Mix live in concert. With a record number of competition entries and a 7% increase in Simple brand loyalty, this campaign was a huge success for all involved!
Hearst Media Director: Bethany Sutton (Creative Solutions Director)
Mindshare Senior Planner/ Strategist: Rebecca Haar (Account Director, Partnerships)
Simple Brand Manager: Libby Sherriff (Senior Brand Manager, Simple & St Ives)