Sunday, October 6, 2013

Titi Ogunbayo Blog Entry #4


On the Summer’s Eve website, it claims to have an alliance with ‘I Am That Girl’. I Am That Girl is a global movement inspiring girls to BE, LOVE and EXPRESS who they are through education, content and community.

An alliance by most people’s definition is a partnership or association that is mutually beneficial but I don’t see that sort of relationship between the two brands. It seems to be a little one sided; the Summer’s Eve website mentions the alliance but there is no mention of Summer’s Eve on I Am That Girl’s website.

I thought maybe their alliance was really a situation in which Summer’s Eve sponsors I Am That Girl events and gets some exposure in exchange but that doesn’t seem to be the case either.  I Am That Girl’s event photos show not one trace of the summer’s Eve brand or presence.  They don’t even cross market on Facebook, which is rather bizarre to me since I Am That Girl has over 65,000 fans and Summer’s Eve has under 3000 fans. It just seems like a lost opportunity to me; their partnership could be so much more beneficial not just financially but in terms of the outreach work they are both trying to achieve.

However, a press release on PR Newswire in 2011 seems to show the extent of their relationship thus far. For every 25,000 people that successfully completed Summer’s Eve’s “ID the V” quiz, $25,000 was donated to I Am That Girl.

But on a different note, I finally received a coupon code from Summer’s Eve worth $1.50 off on any 2 products I purchase. I guess it’s time to go shopping…

 

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