Piers Marino

Corporate monopolies artificially inflate prices for vacations. Piers Marino gives you autonomy by opting for a luxury vacation at home by quality hotel-style products. The campaign focuses on acquisition by early sample product offers.

Take The Keys Campaign gives you the keys to freedom by designing artistic ads and free value-adding merch such as limited-ship doorhangers, room keys, and the prospect's choice of a sample product to promote the pre-launch of Piers Marino and the Season III drop with an internal medium-spend, with aim of 60% ROI.

Piers Marino's magazine is a bi-annual editorial that speaks to investors while also introducing new products into the lookbook with announcements. Taking a page out of the magazine (pun intended), the idea is to use artistic direction to transform boring newsletters into an opportunity to ship studio-quality ads — the theme for this launch is "The Keys to Freedom": a creative angle using room keys.

Free sampling triggers the consequential halo glow for the prospect to successfully convert by preordering ahead of time through shipment of quality samples items and marketing materials ahead of time, the prospect feels exclusively remembered, while Piers Marino essentially sends an "RSVP" to your luxury stay-cation. The emotional appeal is assumed by the brand's enabling persona via the tone-of-voice and pro-vacation advocacy role in the name of "self care" and "you deserve this." These are exclusively the core values that Piers Marino endorses and playfully amplifies in branding material.

The goal to secure 60% ROI prospects with minimal action and high reward is intended by target group. High conversation potential studies show 65-81% of people who try a free sample purchase the product with sales lifts of 40-600%. The aim is to sweeten their likelihood with no-risk, and to keep the prospect in the early relaxation stages of vacation-mode by limiting the qualifying action to a quick and effortless action of a newsletter signup and product selection.