Hasta La Creative!

Add Birchbox to the list of startups — including Square — that have turned to traditional TV advertising as they look to drive mass adoption of their services.

Birchbox was the biggest name in a passel of subscription commerce startups at the turn of the decade, offering beauty samples for women and later a version for men. It generates revenue through subscription fees and product sales of full-sized items available on its own site. While a handful of advertisers like USA Network’s “Suits” have branded the boxes, those were unpaid partnerships.

The company reports more than 800,000 subscribers and has focused its marketing efforts on direct-response ads on digital channels for customer acquisition. Now it’s planning a big push into TV that will continue through the holiday season with a campaign developed by M&C Saatchi, New York. The intent is for it to run in the top 50 to 100 designated market areas, including New York, San Francisco, Atlanta, Boston and Chicago, and to make national cable and network buys.

Continue reading at AdAge.com