Cosmetic powerhouse Mary Kay called on Coyne Beauty to help bring its role as Official Beauty Sponsorship of the Country Music Association (CMA) Awards center stage. After a successful program in 2007, Coyne PR was challenged with continuing the momentum, increasing coverage and extending the life of the program.
Coyne Beauty created A Kiss for CountrySM – a philanthropic campaign designed to leverage the popularity of top country music artists through the online auction of their kisses, with all proceeds benefiting the Mary Kay Ash Charitable Foundation programs to end domestic violence. Coyne Beauty enlisted Jewel as the program’s voice, a country music crossover star and judge of the popular NBC series “Nashville Star.” Jewel helped Coyne Beauty kick off the 2008 campaign by “sprucing up” a local women’s shelter in Nashville, the home of country music and the Country Music Association, and helped spread the word about the campaign by reaching out to members of the country music community requesting they lend their lips to the cause. A stunning 63 celebrities puckered up, including such high-profile country artists as Taylor Swift, Martina McBride, Reba McEntire, LeAnn Rimes, even men including George Strait and John Rich of Big & Rich! Coyne Beauty and Mary Kay revealed these kisses at the Country Music Hall of Fame and Museum on the eve of “country music’s biggest night,” the CMA Awards.
The results are something to sing about! The campaign, which encompassed two events, each including a press conference, a Social Media Press Release (SMPR), media one-on-one interviews, red carpet coverage, a b-roll package and Satellite Media Tour, has generated a combined 143 million impressions!