THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 14th Annual Shorty Awards

Every Day is a Reason to Celebrate

Winner in Media Buying Strategy on a Shoe-String

About this entry

As 2020 was coming to a close, Betsy & Adam came to us with a 10k budget, a 3-month timeline, and a challenge for Q1 of 2021….

The brand’s tagline “Find the perfect dress for your special occasion” had served it well in previous years, but 2020 hit different. With in-person celebrations canceled indefinitely & mall traffic significantly down, sales were dwindling - and COVID wasn’t looking to let America (and celebrations) get back to normality anytime soon: “we need to increase web sessions, sales, basket value, everything needs to go up and quick…we need a strategy please!”

Prom & wedding seasons are everything to high-schoolers, brides-to-be, their families, and to Betsy & Adam’s bottom-line. They are the occasions where you simply need to wear that dress.

Prior to 2021, revenue was reliant on sales generated through retailers via in-store traffic, but with the sustained impact of COVID, the accompanying mall closures, minimized foot traffic, and cancellation of proms and weddings, the 2021 outlook was glum - to say the least.

What does prom look like this year? Do I even need a beautiful dress this Spring?
Are we celebrating anything anymore?!

Why does this entry deserve to win?

It was simple:

We needed more control over the brand's sales funnel – so we expanded our sales strategy to include direct-to-consumer sales in the channel mix by enabling e-commerce on the Betsy & Adams website.

We needed to challenge the feeling that celebrations were over, or at least muted, and that “dress-up” was on hold for 2021 – so our messaging centered around celebrating any occasion, for any reason as every day is a reason to celebrate.

We needed to be where our customers are – so we leveraged engagement data across our client's core social channels to implement a mixed channel approach to Pinterest, Instagram, and Facebook for discovery, inspiration, and purchase.  

We needed to fully capitalize on all traffic generated by ensuring that our Marketing Automation & CRM was firing on all cylinders.

Results

Our solid messaging and targeting strategy, effective optimization through test and learn campaigns, paired with meticulous budget management delivered outstanding results.

o   Web Sessions: +74% (vs previous quarter)

o   Email subscribers: +100% (vs previous quarter)

o   Average Order Value: +36% (vs. previous quarter)

o   Purchases: + 109% (vs. previous quarter)

Media

Video for Every Day is a Reason to Celebrate

Entrant Company / Organization Name

SLT Consulting, BBxCompany

Entry Credits