Procter & Gamble

Dan Karches - Brand Manager
Bruce Katsman - Mktg. Director

Grey *Lead Agency

Alice Ericsson - Executive Creative Director
Mark Fina - Creative Director
Seema Patel - SVP, Acct. Director

Starcom MediaVest Group

Allison Duray - Connections Assoc. Director

G2

Jen Fazio - Acct. Director

Marina Maher Communications (MMC)

Amber Meredith - Managing Director

UEG

Jarrod Moses - CEO
Sam Woolf - SVP, Group Director

It began with a powerful consumer insight - when women feel beautiful, they feel empowered, they ARE empowered. We turned that insight into action by announcing our belief that every woman IS a Covergirl and inviting her to join our movement. Through the MyCOVERGIRL program on Facebook, we created a space for her to declare that she is a Covergirl, engage with the Brand, and earn rewards. The campaign allowed the Brand to hold onto its #1 status in the category, increase dollar sales and become the leader in the social media space. It set COVERGIRL apart from the completion by allowing consumers to create and foster a real relationship with the Brand to feel connected and included.