Sexy hair’s “MARILYN MOMENT” — David Fischette // Go West Creative
David Fischette
Go West Creative
- Part 1 Sexy hair’s “MARILYN MOMENT” — David Fischette // Go West Creative
- Part 2Long John Silver’s brand campaign — David Fischette // Go West Creative
Show Notes
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02:02The inside story of the Sexy Hair Marilyn Monroe campaign recreationSexy Hair secured the rights to a likeness of Marilyn Monroe for a two-year campaign to be the face of the Sexy Hair brand.
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05:17What was the strategy behind the Marilyn Monroe moment campaign?It was about “sexy is for everyone.
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08:31How the campaign worked in retailIt was so successful for them. They ended up extending the contract for another year.
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10:21Being aspirational yet believablePeople want to see more authenticity today.
Quotes
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"Today, trust is everything. This little tweak made a ton of sense for the brand. Even though Maryland's the most iconic that I could think of able to bring that down and make it believable for everybody and attainable for everyone while keeping that stylistic element around it to be aspirational. But to still be believable." - David Fischette
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"They secure Marilyn Monroe's likeness as their brand's face for two years because they felt like sexy is classic. And she is the iconic version of Beauty and sexiness." - David Fischette
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"It was about 'sexy is for everyone.' Because a lot of times, we see sexy as that person on the Billboard, a person on TV, or the person at a concert, but everybody has the ability to have their moment. They can be as iconic as Marilyn." - David Fischette
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"Maybe three or four of us were on sight to execute this thing. But it was so simple, raking millions of impressions worldwide. And it was to be there on the corner in New York City. And to see this happening at that same place Maryland was at 60 years earlier was, you know, so newsworthy for that day." - David Fischette
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"It was so successful for them, and they ended up extending the IP for a third year with Marilyn Monroe. And yeah, it was, I think, one of the most successful campaigns they've done in the organization's history." - David Fischette
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"It's important to acknowledge that when you work with the CMO that, you've got to listen, you've got to understand what it is you need, you need to bring your best self and your best creative, but ultimately, you need to immerse yourself in what they need to accomplish, what is ROI for them, and what's the ROI that their C level has dictated." - David Fischette
- Part 1 Sexy hair’s “MARILYN MOMENT” — David Fischette // Go West Creative
- Part 2Long John Silver’s brand campaign — David Fischette // Go West Creative
Up Next:
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Part 1Sexy hair’s “MARILYN MOMENT” — David Fischette // Go West Creative
Sexy Hair secured the rights to a likeness of Marilyn Monroe for a two-year campaign to be the face of the Sexy Hair brand. What was the thinking behind such a bold move? And what brand and retail value did the Marilyn Monroe moments generate? Listen to David Fischette, CEO of Go West Creative, as he shares the inside story behind the successful recreation of Marilyn moments for Sexy Hair.
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Part 2Long John Silver’s brand campaign — David Fischette // Go West Creative
Remember that iconic Long John Silver campaign and how they found unprecedented sustainability messaging? Do you know how it worked and how they came up with it? In a marketing world flooded with so many players and so few authentic creatives, what's the way forward? Listen to David Fischette, CEO of Go West Creative, discussing the rationale behind the successful Long John Silver brand campaign and more!
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