Winner: Christina Bennett, Senior Director, Global Public Relations, Elizabeth Arden
Christina Bennett is responsible for global PR strategy, U.S. publicity efforts and U.S. social media strategy and execution for the Elizabeth Arden skincare, color and fragrance portfolios.
This past year, under Bennett's leadership, the PR function took an omni-channel approach, with an emphasized focus on digital PR and digital programming to reinvigorate the brand’s existing consumer base and introduce a new generation of women to the brand. Through a strategic PR lens, Bennett's efforts made the Elizabeth Arden Brand more modern and relevant while creating key moments for the brand to stand out in a crowded digital atmosphere. The result was over 4 billion media impressions, 9 beauty award wins and an increase in sales online and at counter.
Bennett’s personal mantra is to successfully launch new products that will drive sales, not simply create impressions. This year, she pursued numerous creative tactics that not only reinvigorated the brand, but created immersive brand and product experiences and highly shareable social media moments.
Specifically, the launch of Liquid Assets Color Collection featured a performance by famed synchronized swimmers, The Aqualillies, while wearing Elizabeth Arden’s new water-resistant line of makeup. The event garnered more than 2.8 million social impressions and 236 total social posts, with 172 posts on Snapchat.
To generate excitement and awareness around the launch of new Grand Entrance Mascara, Bennett orchestrated a turnkey activity set across traditional PR and social media channels. Efforts tapped into key cultural moments (NYFW, red carpet season, Valentine’s Day) that built excitement with both media and consumers. The campaign integrated creative delivery, artist sponsorships, influencer marketing, social media and consumer user-generated content sweeps and paid media, resulting in over 420 million media impressions and a 204 percent week over week increase in user-generated content submissions.
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