Project Gravitas and Vivoom Team Up on Holiday Tidings: Messages of Inspiration and Female Empowerment

Using Vivoom mobile app, fan-recorded messages printed and delivered inside dress boxes in time for the holidays

Nov 04, 2015, 09:00 ET from Vivoom

NEW YORK, Nov. 4, 2015 /PRNewswire/ -- Project Gravitas, a fashion brand aimed at empowering every woman to have a confident sense of self, has teamed up with mobile advertising platform Vivoom for a new campaign, "Message in a Box," to reinforce the company's messages of confidence, hope and inspiration this holiday season.

Beginning on Black Friday, messages shared by Project Gravitas fans using the Vivoom app will be printed on cards and delivered in the company's signature dress boxes. These cards will also contain a call to action, encouraging recipients to continue the campaign's chain of positivity by sharing a message of their own, as seen here:

"At Project Gravitas, our goal is to spread confidence every day and help women see the best in themselves," said Lisa Sun, founder and CEO of Project Gravitas. "This holiday, we're asking everyone to join us in this effort by putting positive messages into the world. We're starting a chain of positivity because confidence is contagious, and our words are powerful."

"Seeing brands and their fans work together to tell compelling stories that create marketing  messages that are welcome, versus interruptive, is so exciting," said Katherine Hays, founder and CEO of Vivoom. "With Vivoom, Project Gravitas is able to get its message out in a way that is authentic, brand-safe and effective without worrying about the headaches, like ad blocking, viewability or inappropriate user content that are often associated with digital campaigns or traditional user generated content. It is great to see such an exciting fashion brand like Project Gravitas on the forefront of innovative new advertising models."

The Vivoom mobile platform provides Project Gravitas with four key capabilities:

  • User generated content that's 100% brand-safe. Vivoom's patented platform makes it possible for brands and consumers to work together to co-create short (21 second) mobile videos that get shared over social channels and moderated through a live feed by brands no matter where they are shared or who shares them. Vivoom's branded user content is the best performing mobile video because it's authentic, engaging and non-interruptive yet on-brand, high quality and 100% brand safe.  
  • Mobile views comparable to a television spot. Branded user content is full-screen and full-audio, high quality, and on-brand. The co-created videos offer sight, sound and motion, yet, in contrast to television, it's mobile, co-created by consumers and brands and shared by consumers in their own
    social feeds so it's is relevant, trusted and welcome.
  • Mobile advertising consumers love.  Viewers spend 6x more time watching branded user content and respond at the highest rates on mobile – greater than 10 percent.
  • Transparent mobile metrics. Full reporting on the number of branded user content full-screen views, time spent viewing and conversion.

"Message in a Box" is Project Gravitas' inaugural branded user content campaign. Calls to action will be on social media using the hashtag #MessageinaPGBox, Project Gravitas' blog and on the backs of the cards included in dress boxes. Vivoom enables Project Gravitas to tap into the power of user content in a brand-safe way.

About Project Gravitas
Project Gravitas is a confidence company whose patented innovations in women's apparel and styling solutions empower every woman to have a confident sense of self. The figure-flattering Core Collection is Made in NYC with luxury fabrics and a patented built-in shapewear lining. Offered at an accessible price point, each Project Gravitas piece is so versatile that it can be styled over 30 ways, solving any styling need. Each month, Project Gravitas features an inspiring Woman of Gravitas and donates a percentage of sales to a charity of her choosing. Inspired by Founder & CEO Lisa Sun's own life story, Project Gravitas is both an imperative (v.pruh-jekt) and an empowering community of women connected through stories, style, and life moments (n. proj-ekt). Since its Q4 2013 launch, Project Gravitas has received over 60 press features, including stories in Oprah Magazine, InStyle, Marie Claire, People Style Watch, and WWD, and features on the Today Show and ABC News.  
Project Gravitas. Own Your Moment.

About Vivoom
Vivoom helps brands, agencies, and media companies create highly effective mobile advertising by transforming ordinary user content into branded video spots in a few seconds.  Vivoom, the first branded user content platform, blends the power of your brand creative with the authenticity of user content in a simple, automated process end-to-end. The co-create videos that are generated play full screen for 21 seconds of your brand's message but because it is co-created and sent by a friend, no one minds.  They watch it, trust it, and convert on the embedded calls to action at rates that outperform the mobile market. Vivoom's platform offers the tools you need to co-create, feature, moderate, republish, and report on the branded-user video views, views to completion and conversions. Located in Cambridge, MA, Vivoom is funded by Insight Venture Partners, Stage1 Ventures, and Boston's Converge VP. Learn more at



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