Leverage your existing assets as prize giveaways
LA Looks delivered two big lessons with the Model Search Contest.
First, know the aspirations of your target audience or ICP. For teens and tweens, the idea of becoming a famous model is aspirational.
Secondly, leverage your existing assets as prize giveaways. In this instance, the prize was a national ad campaign contract for the winning model.
The LA Looks Model Search campaign delivers increase dollar share and market share for the LA Looks brand. In fact, these key account events featuring talent scouts and local prizes were so successful, delivering such strong results for LA Looks that it has became an annual event for the past 20 years.