Concept: In celebration of Pride this June and in support of the LGBTQ Community, Lucky Brand is inviting artists and designers to submit their designs for a t-shirt that fits the theme of “Lucky x Love.”

Objectives: Celebrate PRIDE and use Lucky Brand’s platform to highlight LGBTQ artists and designers through a co-created microexperience for a cause.

DCI Score: 118

Use Case: UGC Contest + Custom

Lucky Brand is kicking off Pride season early by inviting artists and designers to submit their designs for a t-shirt that fits the theme of “Lucky x Love.” Lucky Brand partnered with a panel of local Los Angeles fixtures and creative influencers within the LGBTQ Community to select three designs from the pool of original designs submitted.

The three selected designs will be printed on t-shirts as part of the Lucky x Love capsule collection for pride, as well as featured on luckybrand.com and across their social media channels. Submissions are open till March 3, so you have two more days to feel inspired and submit your own creations.

Check out their love inspired campaign here.

DCI Score Overview

Lucky Brand’s campaign has been a solid performing since launch having been optimized for engagement, with a DCI Score of 118, comprised of an Engagement Score (ES) of 222 and a Virality Score (VS).

• Pick the right collaborators. Lucky Brand partnered with local Los Angeles fixtures and creative influencers within the LGBTQ Community to make the winning calls for them. Partnering with influencers and creators is a great way to extend the reach of your campaign and bring in a new ideas and expertise to help round out your experience.
• Creative matters. A great campaign idea can only go so far without amazing creative backing it up. Lucky Brand decided to turn over their pen to emerging artists and designers to push their Pride capsule collection and their campaign to the next level.

To see these best practices in action, check out Lucky Brand’s microexperience here.

And be sure to download the our look book of the Best Microexperiences of 2018 here.