Claire's Project BFF
Claire's came to us to create a digital tool that allows their audience of 8-14 year old girls to design their own best friend (BFF) necklace. At the end of the contest, Claire’s will choose a grand prize winner's necklace to be produced and sold in stores. Plus, the lucky winner and her BFF will be treated to their own VIP premiere party and necklace unveiling at Claire's.
How it worked
Project BFF had two main components – a sweepstakes plus a design contest.
The sweepstakes had a simple entry form that encouraged the user to "like" the Claire's Facebook page.
The design tool took you step-by-step to choose various design elements like your chain, charms, stones, tags and more. Upon completion, your necklace is submitted to the gallery for crowd-sourced votes. This crowd-sourcing component created an incentive for the user to share her necklace and receive more votes. The necklace with the highest votes could be the grand prize winner!
Goals for the promotion
This multi-tiered promotion was geared toward a number of database-driving goals like 1) Increase Facebook fans, 2) Increase Instagram followers, 3) Increase emails to existing database and 4) Drive sales both in-store and online.
This audience is very connected to their mobile device so we took a mobile-first design approach and included some fun, extra engagement tactics such as unlocking additional charms by following Claire's Instagram and Facebook pages.
Integrated Campaign Social Media Strategy // UX // UI Design // Website Development // Naming & Logo Development // Email Marketing // Custom Illustrations
UX + UI Design Matt Walkley // Dev Matt Reed // Illustrations Michael Korfhage