Taubman Shopping Centers: Yearbook Yourself Case Study
Yearbook Yourself Case Study
Ever wondered what you might have looked like in a past life? YearbookYourself.com let users upload their photos and see themselves in classic 'dos and vintage outfits from previous decades. With each look, users also learned about today’s hottest fashions and deals from each mall. From Pee-wee Herman and Lance Armstrong to the Jimmy Fallon show and thousands of blogs, the site was quickly embraced by pop culture. More than 15 million images were shared on Facebook, and the site generated a 49 percent click-through rate to mall sites. The Yearbook Yourself iPhone® app took the experience mobile and was featured on the iTunes® Staff Favorites and the Top-Paid Apps list.
Taubman, owner of 20 upscale malls across the United States such as Beverly Center in Los Angeles, wanted to create a fun and engaging experience to break through the morass of traditional back-to-school promotional messaging (“Look cool for school! For less!”). And it needed to convince teens and their parents that Taubman malls not only have the hottest stores and fashions, but great deals, too.