• Carson Now on Facebook
  • Follow Carson Now on Twitter
  • Follow Carson Now by RSS
  • Follow Carson Now by Email

Carson City Marketing Communications Agency Featured in PRWeek

Local marketing communications expert, Diane Hansen, was featured in PRWeek for her work on GlitzyLips - an international cosmetics brand. Hansen specializes in quick-hit campaigns that deliver fast results. The article is below.

Lip service from Katy Perry puts product on the map

Tanya Lewis
March 30, 2012

Client: GlitzyLips (Houston, TX)
Agency: Hansen Marketing Communications (Carson City, NV)
Campaign: Operation Glitzy Grammy
Duration: February 11 – February 14 2012
Budget: $1,500

President of seven-month-old GlitzyLips Athena Elliott leveraged an existing relationship with celebrity manicurist Kimmie Kyees to get the company's foil lip appliqués on Katy Perry at the Grammy Awards on February 12.

“Having a celebrity wear your product really helps increase sales and recognition,” Elliott says.

AOR Hansen Marketing Communications developed a campaign that targeted influencers to drive awareness of GlitzyLips among women, make-up artists, and potential entertainment industry partners.

Strategy

Building buzz in blogosphere and on social media channels was key.

“We focused on influencer bloggers and websites that could post immediately about what was on Katy Perry's lips,” explains agency founder and chief inspiration officer Diane Hansen.

Social media outreach helped set the record straight after two competitors tried to claim the product on Perry's lips was theirs.

Tactics

Elliott taught Kyees the application process and she says Kyees took it to Perry's makeup artist. Kyees applied the product on Perry's lips just before the show.

Real-time updates were posted to GlitzyLips' Facebook and Twitter properties, as well as to Elliott's personal pages.

Hansen sent a release to entertainment and beauty bloggers and GlitzyLips' database of contacts.

While monitoring social media sites, Hansen discovered two competitors, Violent Lips and Danessa Myricks, took credit for the product on Perry's lips. Hansen advised Elliott to contact Kyees to help. Kyees immediately thanked GlitzyLips on Twitter, and the team pushed the message to bloggers and reposted it on social media properties to establish that the product was indeed GlitzyLips.

Hansen also notes a customer loyalty “411” program that includes a subscription newsletter launched in tandem with the campaign.

Results

Elliott reports online sales “at least tripled” in the month following the campaign compared to the month prior to the campaign. She also landed three international distributors and a deal with Disney Orlando to provide GlitzyLips for 150 dancers during a week-long stage show this summer.

About 75 online stories ran (more than 24 million impressions) in outlets such as Bellasugar.com, Hollywoodlife.com, Themakeupshow.com, Addictedtoallthingspretty.com, and a Houston Chronicle blog.

Since January 12, GlitzyLips Facebook likes have increased from 1,760 to more than 2,300, and Twitter followers have increased from 1,287 to more than 1,800.

The subscription list increased by 75%.

Future

A “GlitzyLip Sync” promotion is in the works. Hansen adds that Violent Lips has been “aggressive” in claiming that GlitzyLips contains lead. Response plans include promoting the product's Material Safety Data Sheet.

Top Stories

... or see all stories

Carson City Host Lions Club 2024 Kids Fishing Day is a community event held at Baily Pond in Fuji Park. Kids’ Fishing Day will be held on Saturday, May 4, from 9 a.m. to 1 p.m.

Looking for a place to take your little ones this week? Look no further! Here is a list of family-friendly (and fun!) activities and events happening this week around the capital city.

The Douglas County Sheriff's Office is asking for the public's help in identifying a man and woman associated to a vehicle stolen out of Reno last month.

Green Our Planet will host the second annual Northern Nevada Giant Student Farmers Market on Wednesday, May 15 from 10 a.m. to 12 p.m. at Fuji Park on The Park Grass in Carson City. The Northern Nevada Giant Student Farmers Market will feature approximately 10 schools throughout the northern part of the Silver State.

Miller Counseling and Wellness Center began partnering with Douglas Center for Hope and Healing to offer grief support groups for adults in Carson City in 2024. There has been an amazing turnout, and the group appears to be filling a much-needed void in services to our community.

Enjoy a movie classic on the big screen Tuesday, April 30 at A to Zen in Carson City. The featured movie is the Academy Award winning "Ordinary People," starring Mary Tyler Moore, Donald Sutherland, Timothy Hutton and Judd Hirsch.

Ready to celebrate Mother’s Day a little early? Join in on the fun at the Mother’s Day Tea Party happening this weekend, May 4th at 4pm! Enjoy delectable teas, an assortment of foods, a wonderful raffle, and games. Tickets are $25 and may be pre-purchased at the Carson City Alano Club. Tickets may also be purchased at the event, though quantities may be limited. Event will be held at 1201 N Saliman Road. So put on your tea hats and join us on May 4th at 4pm.

Hello Northern Nevada Friends! Are you considering homeschooling? Please join us Saturday, May 4 at Shepherd of the Sierra Lutheran Church on 395 in Carson City as we gather to be inspired, uplifted, and gain the courage to homeschool. This conference is for anyone interested, whether you are a seasoned homeschooler or a newbie.
group photo

On Saturday, April 20, Carson City Community Gardeners and the UNR Extension Master Gardeners came together to get the Community Garden ready for the growing season. For two hours they removed weeds, spread mulch and prepped their garden beds for the season.

In collaboration with Chartwells, the Carson City School District foodservice partner, Culinary Arts students from Ms. Tammy Borreman’s class at Carson Middle School competed in a “Discovery Kitchen Cook Off.” Similar to a mini version of the Food Network’s Iron Chef, the timed cooking competition featured teams of three students who prepared succulent dishes for a judging panel.

Shoe Tree Brewing, with locations in Carson City and Minden, was recently awarded a Silver Award in the 2024 World Beer Cup, the most prestigious beer competition in the world.

Western Nevada College is presenting traditional commencement ceremonies for the Class of 2024 on May 20 in Carson City and May 23 in Fallon.

One month after Nevada DMV officials said that the long-awaited project to upgrade the agency’s antiquated computer systems was on track and within budget, the agency now says the plan will likely take three more fiscal years and cost $300 million more than originally anticipated.

Carson City Sheriff's Office reports three arrests from Friday until early Monday.

"Look for Something Good," a novel written by Carson City author Robert Drews, is available locally and online.

Proscenium Players Inc. presents Fools by Neil Simon, winner of the Mark Twain Prize for American Humor.

CARSON CITY — Since the early 1980s, May has held special significance in Nevada as a month dedicated to honoring and celebrating the state's rich history through historic preservation and archaeology.

Carson City Fire Department and multiple agencies will host Tuesday the 2nd annual wildfire education and preparedness workshop for the community Tuesday, April 30.

Carson City is a Bee City USA affiliate, the first in the state of Nevada. Bee Cities are a part of The Xerces Society for Invertebrate Conservation. "Bee City USA’s mission is to galvanize communities to sustain pollinators by providing them with healthy habitat, rich in a variety of native plants and free to nearly free of pesticides.”

In recognition of Historic Preservation and Archeological Awareness Month, the City’s Historic Resources Commission has organized the 2024 Scavenger Hunt.

picture of Hall of Fame inductees.

Six local bowlers were inducted in the third class of the Carson Country Bowling Association Hall of Fame at their annual meeting on Saturday, April 27, at HomeGrown Bowl. Carson Country is the local association of the U.S. Bowling Congress.

Carson City Parks, Recreation and Open Space will hold a "Sheep Talk" this Monday, April 29 from noon to 1 p.m. so residents can learn from Carson City staff about the popular fuel reduction program used annually with the use of "firefighting" sheep.

Two Carson City residents who hiked C-Hill recently returned Sunday morning with a message: The flag that graces the hillside is in need of repair.

Here is the Carson City area road report for the week of April 29 through May 5, 2024. Closures are expected at the following locations due to road and utility work:

Camp GOTR (Girls on the Run) is coming to Carson City for the second year in a row! Camp GOTR will be a week-long, half-day summer camp from 8 AM- 12 PM at the Carson City Community Center the week of August 5th- August 9th.

Girls on the Run Sierras is a character-building program for girls in 3rd through 8th grade operating in the Reno-Tahoe area.

A number of new Junior Park Rangers received their badges as they were sworn in as part of the annual Junior Park Rangers Day in Carson City.

The next Carson City Board of Supervisors meeting will be held on Thursday, May 2, 2024 beginning at 8:30 a.m. in the Bob Crowell Boardroom of the Community Center, located at 851 E. William Street.

For many students at Carson High, Monica Weaver serves as a counselor who is dedicated to helping students navigate the challenges that could alter one’s four years of high school. But in the spring, Weaver also stands poolside, coaching the Senators swim team.

Meet Ricky and Reba, a sweet bonded pair who are waiting for their forever home. Sometimes bad things happen to good cats. Nobody knows this better than Ricky and Reba. Approximately 3 years old, they were abandoned when their owner moved, leaving them to fend for themselves on the streets of Reno. It wasn’t easy.

The 120 pounds of litter collected during the inaugural Shoreline Sweep Volunteer Cleanup at Sand Harbor State Park will be used in an innovative art installation in the park's visitor center.

Over 80 dedicated volunteers joined forces to comb the park's picturesque shores on Monday, April 22, 2024.