About Britney Spears

About Britney Spears
Britney Spears was born in Mississippi, USA in 1981. She is one of the world’s best-selling singers, having sold over 80 million records worldwide. She also writes songs and acts. She led a revival of teen pop in the late 1990s, which helped her become a star. She is also famous for her problems with drugs and alcohol.


Spears was a budding gymnast when she was a child and competed in many tournaments. She also sang and danced in her local church shows. She spent several summers developing her talent at a performing arts school in New York. When she was 11, she appeared in the Disney Channel’s New Mickey Mouse Club.


She signed a recording contract at the age of 16. Spears released her debut single "Baby One More Time” in 1998. It was an instant international success and ranks as the 38th best song of all time. The album of the same name sold 28 million copies and is the best selling album for a teenager. Spears broke many records and won many awards. She had established herself as a pop phenomenon.

Spears was ranked the world's most powerful celebrity in 2002 by ‘Forbes’ magazine. She released four more albums, which cemented her status as a superstar. Her personal life has been less successful. Her four-year relationship with Justin Timberlake ended in 2002. She married dancer Kevin Federline in 2004 and divorced him in 2007.

She is currently fighting for custody of their two sons, but failed to win. I think she was pregnant too early and she was not ready for the responsibility.

Britney Spears "Curious"

The launch of Britney's first beauty product - her perfume "Curious" - offered a new
opportunity to connect her fans to the Britney brand name. Elizabeth Arden sought a
multi-media campaign including web and mobile components.
Working with Goodby, Silverstein & Partners, ipsh! sent out approximately
350,000 SMS messages to young women across the country, instructing them to
press "talk" to hear a personal message from Britney herself. The pre-recorded
message instructed recipients to enter in their zip codes to receive future alerts
regarding the official launch of the fragrance.

OBJECTIVES


Reach out to Britney's core audience of young, female tweens and teens using the viral language to which they have become accustomed: SMS.
Promote the fragrance launch by connecting fans to the pop star directly, and drive immediate sales by creating a strong
marketing buzz.

RESULTS

The campaign created a buzz around the launch of the fragrance
and connected the target demographic to the Curious brand in
a meaningful way and exciting way. Nearly 30,000 girls opted-in with their
zip codes for more alerts upon receiving their personal message
from Britney. Curious was the #1 fragrance launch of 2004, and ipsh!
and Goodby Silverstein were awarded Mediaweek's award for Best
Non-Traditional Media Plan of the Year for this campaign in 2005.
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