Concept: To celebrate moms and all the bold things they say, Chico's launched a photo lab contest in honor of Mother's Day.
Objective: Drive brand visibility during Mother's Day; elevate the voices and provide a platform for Chico's consumers to share their personal stories about bold mom moments.
Digital Campaign Index (DCI) Score: 88
Use Case: Photo Lab + Contest
With Mother’s Day quickly approaching, many consumers will be scrambling to get last-minute cards, flowers, and gifts for mom ahead of Sunday. For marketers, there is no such luxury. Many brands were already planning and thinking about Mother’s Day at the start of the new year, to develop and build exciting campaigns to engage and give consumers a leg up on Mother’s Day this year with special discounts and sweepstakes that have mom yelling, “YAS!”
To give their consumers a special opportunity to win big on Mother’s Day, Chico’s launched an interactive photo lab contests calling on consumers to share the bold things their moms say, or maybe even the bold things they say themselves! Fans of Chico’s will be able to either 1. submit a photo of themselves and something bold they’ve said about being a mom, or 2. upload a photo of the mom in their life and along with her bold words of wisdom for the chance to win a $500 Chico’s Gift Card. The photo and caption contest is open until May 13th.
Chico’s “Bold Things Moms Say” contest is part of their larger campaign, the “How Bold Are You?™” campaign. The campaign is about celebrating being bold at every age. Chico’s is asking women to be proud of where they are in life, embrace their age, and be proud of their unique bold style. The campaign was built out of Chico’s core beliefs as a brand, which include standing for: growing bold, for color, for print, for dressing in your outside voice, for that extra special something. For being bold!
Make sure to check out Chico’s Mother’s Day campaign here.
Digital Campaign Index (DCI) Overview
Chico’s has a strong DCI score of 88, which is a combination of their Engagement Score (ES) of 128 and a Virality Score (VS) of 44.
To learn more about some general tips and recommendations that all brands can include in their campaigns to drive engagement and virality, keep reading below!
Engagement Score (ES)
Virality Score (VS)