BCBG partnered with COVETEUR to create a holiday campaign. The primary objective behind said campaign was to have high consumer engagement translating into a substantial increase in newsletter subscribers.
The completed campaign was robust with an editorial component that included an influencer, original photo and video, and a social strategy with all outlets leading to an advent calendar. The calendar itself was highly interactive and contained many working components all housed in a custom built microsite. The calendar's intent were as follows: from December 1st-25th, each day revealed one item from BCBG’s holiday collection as part of a daily giveaway. Consumers submit their email to enter the contest and winners are announced daily. On the 25th day of the month one name was pulled that would receive all of the items featured throughout the campaign.
THE advent calendar
DATE
type
METHOD
software
Concept
UX/UI
WordPress
Photoshop
Illustrator
Advertorial
Sweepstakes
December 2015
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the microsite
The hero imagery displays the item featured for the daily give away, details on the grand prize, and an email capture for entry. Below the fold the user is introduced to the advent; gift boxes disguising the days that have yet to be revealed and those ‘opened’ revealing days past.
The daily feature in the advent was art directed in a still life format and executed as a gif to add a playful element. The campaign hired three influencers and BCBG’s Creative Director (Lubov Azria) for the editorial vein of the campaign. Each influencer’s story was treated as an educational element for the holidays (how to throw a holiday dinner, how to dress, how to pack, how to make a list) and showcased the holiday collection. The video component of these features were dispersed amongst the calendar, previewing the product in a lifelike setting and linking to the editorial feature.
