ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 11th Annual Shorty Awards

January Digital and David’s Bridal Increase Appointments by 101% through Social

Finalist in Retail & E-Commerce, Facebook

About this entry

January Digital was challenged to completely revamp David's Bridal's digital marketing strategy from being heavily focused on women already engaged to be married towards a customer acquisition strategy that targeted women just before they became engaged. To do this, the audience approach was adjusted from focusing on brides in-market to utilizing customer data to model the new customer target.

David's Bridal, like many traditional ecommerce retailers, has a very important brick-and-mortar presence. Driving customers to book appointments online and then prompting them to ultimately purchase in stores is the key to the business in a modern bridal market.

To find customers before they are engaged to be married, David's Bridal needed more data on their customer and more insight into the customer journey. David's Bridal and January Digital worked together to combine online and offline data on the DBI customer to help create an image of who their customer was in a broader scope. This process involved collecting data from many disparate sources and creating a model that was used to improve customer insights, targeting and messaging.

In order to measure success of this, our campaigns were focused on increasing store bookings and ultimately driving revenue through digital media.

Why does this entry deserve to win?

Prior to JD's approach, DBI's digital landscape was not connected to its in-store landscape. JD worked alongside DBI to restructure the customer data systems into a single-view platform with the clear purpose of driving customers to stores through online appointments. Once this process was complete, JD was able to tap into (in real-time) customer data that was comprehensive of the online and offline experience. Having this information gave JD the ability to slice data in 20 different ways to target users specifically based on their shopping preferences.

After incorporating the new data sources, JD executed social media campaigns in Facebook and Instagram to drive appointments using the real-time data of in-store and online customers. This approach included employing lookalike segments of recent in-store customers based on price point, something previously unavailable. The approach also allowed JD to reduce waste and project possible new audiences of almost-engaged women.

In partnership with David's Bridal's IT team, we worked to create a DMP (data management platform) that brought together customer data sources—in-store visitors, appointment makers by phone, online browsers, searchers, and other online customers—to understand the entire customer journey.

This collection enabled JD to gather data on customers who start engaging with the brand online before they even become engaged or step into a store. Tying those customers back to finally purchasing in-store JD was able to customize the advertising messaging from beginning to end rather than targeting users halfway through their decision-making process. By incorporating this data into the DMP this gave JD access to real-time customer journey data to turn around and use in social marketing and beyond.

Once JD identified customers ahead of their engagement, the agency needed to find new ways to reach them. JD drove in-store appointments through creative targeting of paid social ads.

The "almost engaged" customer is difficult to find through traditional targeting options, so JD created real-time segments of the most recent purchasers in store to try and replicate this and created two lookalike groups based on value (high and low value) to help better message personally based on preference.

This segmentation of data allowed JD to personalize messages based on price point, and to update lookalike audiences to find women that excluded those already engaged or those who had already been in store but were strong candidates for getting engaged.

Results

JD and David's Bridal worked together to modernize this traditionally offline-focused brand's approach with an innovative, data-led, digital-first campaign, using vast amounts of data to create a strategy that resulted in a highly successful social campaign.

Once a customer is in a store, there is a 93% chance that customer will make a purchase, and by greatly increasing in-store bookings via digital performance media, JD drove DBI business to new heights.

Specifically, since implementing the new strategy in Q2 of 2018 we saw:

Media

Produced by

January Digital, David's Bridal

Entry Credits