CoverGirl targets women with mobile ads for LashBlast mascara

 Procter & Gamble’s CoverGirl cosmetics brand is promoting its new LashBlast mascara via a mobile advertising campaign that is running on female-targeted WAP sites. Banners are running on sites that comprise the Quattro Wireless mobile ad network. The ads encourage consumers to click to find out how to get “bold, notice-me looks.” BrandInHand is P&G’s agency of record and declined to comment for this story.

"It is a no brainer that young women live and breathe on their mobile phone," said Steven Rosenblatt, vice president of ad sales for Quattro Wireless, Waltham, MA. "Cover Girl has been an industry leading brand in mobile for years now and their agency BrandInHand absolutely understands how to develop successful mobile campaigns.  "This is a great opportunity to connect with women and to also create a one-on-one dialogue with them through the text club," he said.

Consumers that click on the banners are routed to a landing page, which is available in both English and Spanish. The landing page is a micro site created especially for LashBlast products. The landing page gives users more information on the new LashBlast mascara and also links to CoverGirl’s Color Match line of products. Site visitors can browse CoverGirl products, watch videos or get tips from the experts.
Consumers can get tips from pros on how to apply shadows, liners and mascaras, as well as tips on how to get the perfect brows.

"Mobile is the ultimate one-to-one marketing vehicle," Mr. Rosenblatt said. "If a consumer opts-in and says that they want to receive information from your brand on their mobile device, these are definitely your most loyal and engaged customers. "Marketers have to be thinking about using mobile advertising to help build their consumer database because more and more consumers are using their mobile as their primary text communication device, whether via email or SMS," he said.

Site visitors can click to join the CoverGirl Text Club, which lets consumers opt-in for marketing messages from CoverGirl. Participants get deals, tips and freebies via two or three messages per month. Consumers that sign up for the CoverGirl Text Club get coupons sent to their phone as well. For example, one of the text-message promotions is a coupon that lets participants save $1 on any CoverGirl product and another gives any CoverGirl face product free to consumers that buy a foundation. From Mobile Marketer at http://bit.ly/KR37x

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