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Case Studies

Essence Festival Daytime Programming Leadership

Scott led programming strategy and development for Essence Festival 2015 & 2016’s Convention Center stages including Centerstage, Essence Eats,  Beauty & Style Expo and Money & Power Expo. As liaison between Essence production, operations, marketing, sponsorship & editorial teams, Scott developed consumer-centric programming that was on brand for Essence magazine, featuring Essence editors and talent as T.D. Jakes, Kim Kimble, Lisa Price, Carla Harris, Tristan Walker, fitness champions Shaun T. & Faith Hunter, casts of popular TV shows Power, Empire & other entertainment properties as well as musician Mario, Keke Wyatt, Damian Sneed and emerging artists. Scott also led marketing promotions asset development for print and social media in conjunction with creative team. The Essence Festival, started in 1994, is the nation's largest music festival attracting over 450,000 people annually.


Andre Walker Hair Bronner Brothers Spring 2016

Omerge Alliances led all design, creative development & production, pricing promotions, social media leadership and floor management of the sales team for  Andre Walker’s first-ever international hair show Bronner Brothers’ booth activation.


Fall Into Beauty Giveaway

The 2015 Fall Into Beauty BOOTS! digital promotion offered consumers the chance to win free products from Spafinder Wellness 365, IMAN Cosmetics, Andre Walker Hair and Me & The Girls Skincare. The campaign’s objective was to test effectiveness of a multi-sector beauty campaign that would integrate offerings of well recognized beauty brands with less recognized ones. The 4-week promotion was promoted via email, influencers, press release and paid and organic social media by Omerge Alliances. The campaign resulted in 9195 page visits, 3097 entrants, 1662 opting in to receive future communications.  Socially, the growth Omerge Alliances experienced was significant with 444% Pinterest growth, 110% Twitter growth, 91% Facebook growth, 14% Instagram growth and 3% Tumblr growth. Seventeen winners were selected and represented all U.S. regions.


Andre Walker Hair

In 2015, we provided overarching general marketing counsel pertaining to marketing launch at Target, Google AdWords & email marketing, website redesign and relaunch, event activation at Nzuri and Bronner Bros hair show, and social media strategy. We provided best practices marketing expertise to aid the new Andre Walker Hair brand with a faster and more lucrative launch.


initiative: product launch via blogger engagement
client: iman cosmetics

problem: awareness needed for iman cosmetics' new 2015 spring launch of femme fatale collection.
solution: leverage international beauty bloggers to drive content creation and product awareness using social media.
execution: on 1.28.15, omerge alliances produced iman cosmetics exclusive beauty blogger event attended by 26 esteemed nyc-based bloggers and 16 virtual bloggers via a live stream from london, chicago, la, st. louis, tampa, among other cities. the intimate, invite-only affair featured globally inspired music, decor and cuisine in line with the internationally inspired new collection. the event also offered guests a twitter live cast and four beauty stations with iman cosmetics' makeup artists offering makeovers to bloggers using the femme fatale collection, photo captured at branded step & repeat or instagram poster. the distribution of the event's press release resulted in event and collection coverage exposure via 261 websites garnering over 72MM impressions. the event's hashtag, #imanfemmefatale reached 54K accounts attracting 99K impressions during the event.

initiative: brand development & positioning
client: limelight extensions

problem: new company entering highly competitive hair extensions market with no brand identity or equity or product sales/consumer demand.
solution: research the hair extensions marketplace and use insights to create a brand with a unique brand personality appealing to an untapped market.
execution: targeting of the young, sassy 18-28 y/o lady.
website development, beauty blogger influencer outreach, pr, sales promotions, sweepstakes, digital ad and email campaigns. within year 1, efforts resulted in a nationally recognized consumer brand with 50k video views from custom-created blogger reviews, 30k+ instagram, 3.6k facebook, 2k twitter followers, and a profitable online and brick and mortar location.

initiative: brand development & positioning + creative services
client: tepure

problem: new entrant indie product manufacturer with low brand equity wanted to offer a new product to the market that was unique in the sustainable beauty product space.
solution: create a natural, peaceful aesthetic showcasing a clear product benefit to drive interest and sales conversion.
execution: competitive analysis of brands to identify the white space for the consumer and brand. development of compelling marketing communications collateral introducing the brand at national sustainable trade shows. design and messaging were compelling and resulted in client selling out of select skus on site.

initiative: entertainment partnership
client: iman cosmetics & about last night

problem: desire to reach new target with no relationship or relevance to audience.
solution: identify and partner with an authentic entertainment property that iman cosmetics could borrow equity from and leverage content to engage the new audience.
execution: sponsorship of the new york indian film festival, with execution of a sweepstakes to attend an exclusive iman cosmetics screening. iman exec spoke to audience (which was 90% indian american), offered makeovers onsite before their screening, leveraged content online and secured apprx. 200 new email addresses leverageable for future product launch direct communications.

initiative: marketing plan development & execution
client: pooka pure & simple

problem: 13-year old brand needing marketing and consumer engagement.
solution: develop consumer marketing sweepstakes to drive email list growth, create media partnership with top nyc radio station, create content marketing strategy and redesign emails.
execution: complete redesign of emails which included a new, more sales-focused messaging, more clean email design, 2 consumer sweepstakes with social support resulting in 17k and 1k entrants (added as email addresses).

initiative: sweepstakes
client: pooka pure & simple

problem: valentine's day product launch awareness
solution: drive awareness of pooka's new positioning around "passion" and encourage consumers to engage during this holiday occasion.
execution: national sweepstakes inviting people to share how they would use $500 to do to quench their passions. 7k+ people engaged and shared their emails, and sparked client interest in a pooka passion club to keep these devotees sparks flying.

initiative: branded event production
client: carol's daughter

problem: competition was surging in the hair care space. with so many products, the brand needed personification and to have a branded entity.
solution: build on its presence in new orleans during the essence music festival weekend through a luxurious experience filled with exclusive, free celebrity meet and greets and illustrious visionary and founder, lisa price.
execution: custom build out of luxury store, unlike existing stores. artist meet and greets with eric benet, tank, tamia, trina braxton, faith evans, and others. founder on hand each day to meet and greet guests. vita coco offered upon entry to surprise & delight customers. data collection occurred on site for cd to benefit from the national traffic for years to come.

initiative: media partnership + sales event execution
client: pooka pure & simple

problem: client needed to have presence at major trade show for consumer target, but was reticent to invest full monetary ask and time commitment.
solution: partner with radio station event production partner to feature client products during a limited period of time in shared station booth space. station dj's would announce that pooka was selling products and drive sales on-air during 2-hour promo period.
execution: one product in six fragrances offered via a 4-person pooka sales and marketing team. 3 skus completely sold out, and the client exceeded her sales objective and email acquisition goals for the event.

initiative: blogger influencer campaign
client: limelight extensions

problem: authentic content needed to be created to generate word of mouth and seo.
solution: contact 35 bloggers on behalf of client in pursuit of bloggers to create favorable product reviews.
execution: six bloggers agreed to create posts, resulting over 60k+ video views, which proved valuable to a brand only in its first 18 months of business.

initiative: brand partnership
client: media storm

problem: limited marketing budget for media storm agency client fx networks' season 2 of justified, e.g. fx cross-channel tv spots only.
solution: identify and partner with a national retail chain attracting target customer to promote justified via in-store consumer touchpoints.
execution: market asset exchange between fx & true religion in which fx integrated true religion into cross channel promo spots, online and via consumer sweeps, and true religion featured justified show imagery in store windows, purchase bags and online.

initiative: brand partnership + sweepstakes
client: singer kelli sae

problem: no marketing budget or media partners to support launch of new song, "no use."
solution: identify and partner with a company that could provide media support and a compelling prize.
execution: asset exchange between spa week & kelli sae co-promoting the "no use freedom" quest sweepstakes on their blog, twitter, facebook and also offer a $200 gift certificate grand prize. kelli sae included spa week's logo in all sweeps banner ads which ran for 4 weeks and received google ad support, included spa week in a minimum of 4 weekly posts and featured direct tweets.
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