Concept: Encourage consumers to shop and then share an eCard with their moms using a branded eCard microexperience.
Objective: Connect on a personal level with consumers to drive participation and social sharing; increase brand visibility around Mother’s Day.
DCI Score: 133
Use Case: eCard Creator
Social media has opened the door for brands to create microexperiences that can quickly capture and leverage cultural moments throughout the year. From quizzes to celebrate the start of a new season to sweepstakes tied to the first day back to school, the options are now endless for brands to interact with their consumers around these key moments on a personalized level.
This Mother’s Day, Vera Bradley is doing exactly that by helping their consumers out with the last piece of their Mother’s Day gift, the card. They launched a sentimental eCard microexperience that allows shoppers to send their loved ones a special eCard to tell them how much they mean to them this Mother’s Day, bringing the entire shopping experience, gift and card, online, saving anyone who may still be scrambling to get a last-minute gift and card.
Make sure to check out Vera Bradley’s Mother’s Day eCard campaign HERE and share your own eCard to show mom you are thinking about her this Sunday.
Vera Bradley’s solid DCI score of 133 is a combination of their Engagement Score (ES) of 181 and a Virality Score (VS) of 85, and its success is due to a strategic pairing of campaign components to optimize for both sharing and engagement, aided by embedding onto their brand blog, which is linked to their brand.com website.
Check out more details on some best practices any brand can incorporate into their next sweepstakes to optimize for engagement and virality.
Learn more about how brands, like Vera Bradley, are using first-party data to methodically convert their unknown audiences into known contacts — and their formula for success HERE.