David's Bridal Pitch - Intern Project Presentation

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MilliesPR
M
The Next Generation

2. M E E T T H E T E A M
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Victoria Levy Madison Welker
Isabella Bernardini Kennedy Levee

3. PILLARS
Millennial Expertise
We are trend-seekers and trend-setters
in an evolving market
Connections
We put brands in touch with the
people they need to know
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Strategy
We take your goals and make them a
reality

4. OUR SERVICES
Media
Relations
Measurement
& Analytics
Experiences Digital Marketing
& Social Media
Millennial
Strategy
Influencer
Management
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5. LET’S TWIRL INTO
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6. LANDSCAPE
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BRIDAL DRESSES ARE A $73 BILLION INDUSTRY
The average bride is looking to spend
around $998
Average bridal gown: $1,564
David’s Bridal accounts for 20% of all bridal-gown sales

7. One-stop shopping with head-to-toe dressing
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Built on the ideal that every
woman deserves to have the
wedding dress of her dreams
regardless of her style preference,
shape, size or budget.

8. #BEYOUROWNBRIDE
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WE WANT EVERY BRIDE TO CELEBRATE HER DAY HER WAY
The #BEYOUROWNBRIDE campaign encourages...

9. WHAT ARE THEY
SAYING
• 98% of people have heard of David’s Bridal but only
27.1% have purchased something
• When asked what they like most about David’s Bridal, the
majority said the variety of options
• Most millennials are not aware of the brand’s partnership
with high end designers
• Vera Wang and Zac Posen
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10. Meet Lily
YOUR SHOPPER
L O V E S
she wants her ownsense
of style to shine through
her dress
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N A S H V I L L E
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11. DRIVE
ENGAGEMENT
Elevate David’s
Bridal brand image
while reaching key,
untapped
audiences
DRIVE TO
PURCHASE
DRIVE
AWARENESS
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12. AWARENESS:
• Social media
campaigns
• Influencer
partnerships
ENGAGEMENT:
• David’s +1 Event
• David’s Bridal
Sweepstakes
DRIVE TO
PURCHASE:
• Like2Buy social posts
• “I Said Yes” Snapchat
Geofilter
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13. • Organize events to build brand
credibility
• Utilize preexisting relationships
with media
• Reposition David’s Bridal as the
premier wedding destination
• Build trust between David’s Bridal
and the consumer
• Implement a millennial-centric
social media campaign
OBJECTIVES
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14. PROGRAM IDEAS
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15. DAVID’S +1 PARTY
POTENTIAL EVENT
PARTNERS:
Invite editors with their +1 to a wedding-themed party in NYC
• Wedding Invitation send-outs
• Bridal Beauty Bar
• Dress fittings
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16. MEDIA ADVOCATES
Stephanie Weers, Editor
Ivy Jacobson, Digital Editor
Katie Covington, Senior Style
Editor
Victoria Chan, Assistant
Beauty Editor
Laura Ferrara, Editor-at-
Large
Naomi Rougeau, Fashion News
Editor
Kahlana Barfield, Fashion &
Beauty Editor at Large
Nicole Palacios, Executive
Editor
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"Truly Zac Posen is head-turning, high
wattage glamour," says the designer. "It's
style that celebrates every curve, that revels
in femininity.” – Zac Posen
"I am proud to bring my designs to more
women everywhere through the White by
Vera Wang collection” – Vera Wang
• Exclusive Interviews
• Emphasize collaborations with
David’s Bridal
Zac and
Vera Q&A

18. Take a Look at
MEDIA PLACEMENTS
Editor’s Top
Picks from the
David’s +1
Event!
Editors and their
+1’s came together
to celebrate David’s
Bridal’s latest
styles…
Read More
It goes without saying that Zac
Posen knows style. Keep reading
for an exclusive Q&A on his new
documentary House of Z and his
collaboration with David’s
Bridal.
Zac Posen Q&A
How These Brides Added Style To
Their Big Day

19. #BEYOUROWNBRIDE SWEEPSTAKES
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Caption a photo with how you plan to
#BeYourOwnBride and win an all
expenses paid honeymoon to Maui,
Hawaii
Will drive engagement on Instagram
and raise awareness

20. SNAPCHAT GEOFILTER
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• Geofilter in every store  boost brand
awareness and drive customers to stores
• Fun way for customers to engage
• “I Said Yes!”
• “Got it at David’s Bridal!”
• River Island’s geofilter in stores reached 16.5
million users and gained over 500,000
engagements

21. S P R E A D I N G T H E W O R D T H R O U G H I N F L U E N C E
I N F L U E N C E R S
C l a u d i a O s h r y
@girlwithnojob
• Popular Instagram
meme account
• Funny lighthearted
content
• Recently got
engaged
2.7m 32k
• Starred in “The
Hills”
• Runs a lifestyle and
wellness blog
L o B o s w o r t h
@lobosworth
907k 823k 38.6k166k 12.6k
M i c h e l l e
@mash_elle
• Style, beauty &
lifestyle blogger
• Growing following
• Focus on budget
friendly yet trendy
clothing
Rochelle Mayerson-Johnson
@iambeauticurve
1.4k
• Plus size style
blogger
• Value conscious
• Works with other
budget friendly
brands
To s h a E a s o n
@tosha_eason
25k 841
• Style influencer
• Long term
relationship
• Hip, trendy
• Up and comer
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22. Authentic, fun content
Millennial audience
Strong role-model for
women
Introduce the brand to a new
demographic
Help to make it a household
name amongst Millennials
Elevate David Bridal’s image
J O J O F L E T C H E R
S p o k e s w o m a n
2.2M 422.2K
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what she will do:
why we want her:

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24. THANK YOU!
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