From time to time, we will be sharing client success stories here on the Brickfish blog. We thought we would jump-start things with one of our most successful campaigns for David’s Bridal. Read on to get the details!
David’s Bridal and “One Love”
Recently, David’s Bridal – the nation’s leading and most trusted bridal retailer – fulfilled brides’ wedding wishes through an impactful online, user-generated content campaign. David’s Bridal and its public relations agency, Lippe Taylor, partnered with Brickfish to deliver the “One Love” campaign, which ran for six weeks on davidsbridal.com. The program tapped into the emotional aspects of weddings by asking hopeless romantics to channel their inner creativity and design a unique written and artistic entry about finding their “one love.” Not only were three lucky winners awarded an amazing wedding package, but the successful campaign secured more than 1.7 million online engagements and received significant viral sharing across the web.
“The campaign was designed to encourage users to engage with David’s Bridal in an environment that was interactive, easy to use and enjoyable,” said Carol Steinberg, Vice President of Internet for David’s Bridal. “The campaign drove traffic to davidsbridal.com and was extremely successful in building positive online buzz for the brand, while also capturing great consumer feedback that can be leveraged in additional marketing vehicles.”
Massive Sharing
Showcasing the popularity of social networking sites, 91% of the “One Love” campaign entries were shared on multiple websites, with content shared across over 8000 URLs. As a result, davidsbridal.com saw a 112% increase in social networking traffic during the campaign, primarily from Facebook and MySpace, clearly demonstrating its success in engaging consumers to serve as brand ambassadors across the Internet – one of the campaign’s main objectives.
Continuing the Conversation
Based on the success of the first campaign, David’s Bridal launched another bridal-focused campaign with Brickfish – the “Dress Your Wedding” contest – on January 11. The campaign, which wrapped up February 23, invited entrants to create their dream wedding using the brand’s exclusive online Dress Your Wedding tool and submit a statement about how they plan to make their wedding day as unique as they are.
Another brand focus is the teen market, so David’s Bridal launched an additional Brickfish campaign around prom on davidsprom.com, to run through March 25. Similar to the current bridal campaign, David’s will leverage their proprietary Promtourage tool to allow teens to create the ultimate prom look for themselves, their date and their friends. The db Prom ‘Dream Dress, Dream Big’ contest will also ask entrants what cause is important to them and how they plan to make an impact using their own unique personality. Entrants have the opportunity to win a $5,000 scholarship, a $400 David’s Bridal shopping spree and a limo to take them and their friends to the prom. The winner will also have the chance to have their prom dress shopping experience filmed and featured on davidsprom.com or davidsbridal.com, along with the opportunity to blog about their experience on either site
It sounds like David’s Bridal has some good ideas. My visit to the Charlotte, NC store was pleasant. But DON’T LET THEM HAVE YOUR PHONE NUMBER, ADDRESS OR EMAIL UNLESS YOU WANT SPAM, JUNK MAIL AND PHONE CALLS FROM EVERY WEDDING VENDOR IN THE ENTIRE USA. I don’t thnk there is anyone they did not sell my information to.
my experience at the delaware store was great!!! I had a spanish speaking consultant and she knew her stuff!! The problem I had was with their management team! I saw them and and spoke to at least one. Not very professional or supportive to their staff. They are in desperate need of a management staff that is people oriented. But go to this store and have a great experience with their sales person.
My experience with them was good in some places and not so good in others. I loved the girls who sold me my dress. She was awesome and willing to help in any way. The manager was very nice and willing to help. HOwever, the alterations department was a whipping. I told them over and over again that my dress was too big and that I wanted a permanent bussle. At my last fitting I told them the same information and they told me that they could do no more to the dress. My wedding day, I kept having to pull my dress up and even had my bra showing in many of the pictures. The bustle actually ripped out (it was not permanent but the loops that hooked it ripped) and I was tripping all over the dress. David’s Bridal did reimburse me for the bustle and cleaned my dress to compensate for the other part, but they did not mend the bustle. The alterations girl kept trying to justify her mistake but the manager stood by me. They insist that you get your alterations there or they will not fix the dress for you but I would have been better off taking my dress to the lady that usually does my alterations..then I would have been pleased with my pictures and the dress. This was frustrating. when I called to ask if the dress was ready, the alterations people were rude and frustrated me even more. A wedding is supposed to be your special day and I spent more time arguing with alterations. urrgghh!!!
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