Work

Finicky teens and their weary, budget-conscious parents play an integral part in one of America’s annual traditions: back-to-school shopping. But in a tough retail economy, mall retailers in Taubman properties were preparing for the worst. Using an integrated approach of public relations, digital programs and social media outreach, Exponent PR and advertising partner Colle+McVoy created back-to-school excitement that emphasized both fashion and value. Yearbook Yourself was an instant viral hit that helped increase mall traffic and build sales, plus it created a legion of fans who opted-in to receive future Yearbook Yourself and Taubman announcements.