Challenge:
Identify a marketing platform to help Allergan’s Juvederm, a wrinkle injection gel, reach affluent female consumers.
Solution:
Amplify identified tennis as an ideal sport through which Juvederm could educate its target audience and drive trial of the brand. The agency negotiated sponsorships with the US Open, Sony Ericsson Open and the East West Bank Classic, and secured tennis greats Tracy Austin and Lindsay Davenport as spokespeople for Juvederm’s marketing and communications activation program. Amplify created and managed the on-site “Juvederm Lounge,” which featured free consultations, massages and relaxing amenities.
Results:
The “Decades of Smooth” campaign generated over 245 million media impressions and brand representatives interacted with over 200,000 people across the three tournaments.
