Reilly Connect brought AmLactin® Alpha-Hydroxy Skin Care together with, five-time Olympic swimmer and best-selling author, Dara Torres, and Life Time Fitness as part of a heavy-hitting, four month, 360° brand integration.
The campaign was designed to give healthy, active people important skin care information. Reilly Connect developed creative featuring Torres, which permeated clubs through 3’x7’ banners, posters, and digital signage, including a :30 TV spot showcasing how alpha-hydroxy therapy, the powerful formulation found in the AmLactin® line of products, works below the skin’s surface to exfoliate and moisturize dry skin. Reilly Creative developed creative to inspire Life Time’s members with print advertising featuring the 46-year old beauty, and the success Torres has had with AmLactin® in managing her skin challenges from years of training in chlorinated water. The ads appear in Life Time’s Experience Life magazine, reaching 2.8 million readers. The integration included a brand activation with sampling and product demonstrations in Life Time clubs throughout the country, along with a series of Facebook contests. The campaign culminated with Torres leading an intensive “spin class” at Life Time’s Chanhassen club for members, bloggers and the media. Reilly Connect kicked off Torres’ appearance with a live interview at NBC KARE11 News.
“This campaign is a great example of our expertise at conceptualizing and executing brand integrations,” said Susan Reilly, president, Reilly Connect. “It shows our skills and understanding of rallying a powerful idea around paid, owned and earned media.”