Concept: Reveal new content and give chances to win prizes each day to promote new fall apparel
Objective: Encourage consumers to visit garageclothing.com and sign up via emails for the chance to win prizes revealed each day
Digital Campaign Index (DCI) Score: 125
Use Case: Countdown Calendar and Sign Up
This may be controversial, but when it comes to the seasons, we think that Fall is simply the best. While there are still seven weeks of Summer left, we can’t wait for the humidity overload to pass, the leaves to change color, and the temperature to drop so we can curl up and get comfy with Netflix in an oversized sweater.
Garage must be able to read minds, because they launched the ideal pre-Fall campaign to get their consumers excited for comfy fall clothes to post about in their #ilovefall Instagram posts. They launched the “Countdown to Cozy” Giveaway to engage their fans by sharing new products and styling tips and debuting their new Garage shopping app. Their countdown giveaway runs through August 6th, 2017, and the Garage team has done a great job of creating an engaging experience that has kept consumers coming back for more. Their DCI score of 125 is the direct result of the engagement best practices they implemented and an emphasis on social media promotion.
DCI Score Overview: 125
Since the Countdown Calendar launch on July 27th, Garage’s giveaway campaign is on track to walk away with a solid DCI score of 125, comprised of an Engagement Score (ES) of 249 and a Virality Score (VS) of 7. This campaign’s overall DCI is elevated by its exceptionally high engagement score, which is a result of this campaign’s focus on time spent on their landing pages, releasing content and providing multiple opportunities to win in stages.
This DCI Score is the result of several best practices that the Garage team implemented to encourage repeat visits, sign ups, and clicks on their content, including adding a Countdown Calendar, allowing people to submit an entry each day, and engaging campaign content. To optimize engagement, they also kept their calls to action simple and concise.
Garage’s “Countdown to Cozy” campaign has an above average engagement score due to the overall experience that the team created -- they went the extra mile to curate and embed a social hub onto its website that showcased the contest and published useful info about their products and Instagram-worthy pictures that kept customers coming back day after day. By investing resources into promoting their Countdown Calendar content across their Instagram, Twitter, and Facebook profiles, they further encouraged their fan base to engage with them daily.
Check out more details on their mid-campaign Engagement Score (ES) and Virality Score (VS) below.
Engagement Score (ES): 249
Virality Score (VS): 7
The Garage team’s primary objective for this campaign was to drive engagement, and they did just that! This campaign is optimized to guide consumers to the campaign website and keep them engaged once there. The team might also consider expanding on their “Countdown to Cozy” campaign with a photo or video campaign that encourages consumers to share how they are styling themselves for Fall using their hashtag #Iweargarage.
To learn more about the Garage “Countdown to Cozy” Giveaway, visit their campaign here.
Learn more about the Wyng Digital Campaign Index here.