“Jane and Johnny sittin’ in a tree… K-I-S-S-I-N-G!” goes the opening lines to the recent advertising campaign launched by three businesses in the Old Town neighborhood. Curvaceous Lingerie, Sweet Custom Jewelry and Mother & Earth Baby Boutique teamed up to create a catchy idea that brilliantly connects each of the businesses.
“Old Town Love Story came to me while I was getting ready for work one morning,” said Lynn Ross, owner of Mother & Earth Baby Boutique. “I thought, ‘How cool would it be for these three awesome Old Town businesses to collaborate?!'”
Ross originally believed the idea to be mildly crazy. When she pitched it to Bob and Alissa Sweet, owners of Sweet Custom Jewelry, as well as, Lauren Long, owner of Curvaceous Lingerie, they were thrilled.
“We love working with other business owners,” said Alissa Sweet. “When she presented the idea, we couldn’t get it out of our heads!”
The idea comes from the children’s “Sitting in a Tree” rhyme. Old Town Love Story follows the format of a storybook. “First comes love” represents Curvaceous Lingerie, “then comes marriage” is for Sweet Custom Jewelry and finally, “then comes baby in a baby carriage” symbolizes Mother & Earth Baby Boutique.
“Everyone knows the rhyme so we thought it would be great cross marketing for our three stores,” said Alissa Sweet.
University of Kentucky Associate Professor of Advertising, Mark Stuhlfaut, said that joint business advertising campaigns are able to pool their funds together in order to run ads at a higher frequency, providing more awareness for the overall message.
“The best and most effective campaigns reach only those people who are interested and likely to take action,” said Stuhlfaut. “This kind of campaign would teach a very tightly defined and located audience, so I would expect it would benefit these advertisers.”
After the idea was pitched, there was an abundance of work that was needed to be put into the campaign. Long said that there were many strategic meetings, work back and forth, and a constant search for the right graphics designer and creative.
“When we found Dan Harris of Dang Harris Design, we knew we’d met ‘the guy’,” said Long. “A major bonus is we’re able to share the advertising costs too.”
The video was completed just before Christmas. The whole process took about six months from start to finish, longer than they originally thought. Ross said that the idea is to change it seasonally, and run the appropriate ad for each season.
The results of the campaign have only just begun to show. Old Town Love Story has been aired as a TV commercial, and customers of Curvaceous Lingerie have positively mentioned they’ve seen it. Sweet Custom Jewelry is very active on Facebook, a place in which the video has also been posted for customers to see.
“Our plan is to set up a contest for Instagram and Facebook,” said Alissa Sweet. “When we finalize that, we really think it will be a great boost for all three of our businesses.”