Concept: Have aspiring insta-fashion stars share their personal style looks for the chance to work with E! as an InstaStyle Girl during NYFW.
Objective: Encourage consumers to engage and share their best personal style looks. Promote the partnership with E! and the UK retailer PrettyLittleThings.
Digital Campaign Index (DCI) Score: 87
Use Case: Photo Lab
“She is serving 1990s Naomi Campbell realness!” – is what E! is asking aspiring fashionistas and fans to do as part of their New York Fashion Week “Like a True InstaGirl” photo contest in partnership with the UK clothing retailer, PrettyLittleThings. E! covers all the celebs, all the fun and all the trends at fashion’s biggest event during NYFW, and with PrettyLittleThings they are looking for an E! InstaGirl to jet off to NYC for Fashion Week this September!
To celebrate fashion week and get consumers online and sharing E! and PrettyLittleThings will be collecting entries until August 1, 2018 via their campaign’s website, which they made available in the UK, Australia, and France, by taking advantage of multi-language and text customization capabilities. If selected, one lucky person will win a fierce prize package, that includes:
Check out E! and PrettyLittleThings NYFW experience here.
DCI Score Overview: 87
E!’s DCI score is a combination of an Engagement Score (ES) and Virality Score (VS) and is a great example of a well-designed campaign with growth potential as the campaign progresses. As the campaign runs, they are going to benefit from the easy upload capabilities and timely pairing with New York Fashion Week.
Check out more details on some best practices any brand can incorporate into their campaign's to optimize their Engagement Score (ES) and Virality Score (VS).
Engagement Score (ES)
Virality Score (VS)
E! and PrettyLittleThings NYFW style contest has us saying, “You better werk,” and we will certainly be keeping an eye on this campaign to see the style inspo entries they receive.