Our #CARRYLIGHT campaign is aimed to empower and connect individuals to the history and symbolism of the Statue of Liberty, as well as themselves. With the introduction of our LIBERTY COPPER Collection, ALEX AND ANI wanted to encourage consumers to draw inspiration from Lady Liberty, and recognize the light they bring to the world. We asked people to answer the question, "What do you CARRY LIGHT for?" to create a digital movement celebrating our users' passions, causes, loved ones, and more. With our #CARRYLIGHT meme generator and mobile app-exclusive downloadable filters, we aimed for messages of love and light to be shared globally.
The #CARRYLIGHT campaign exists across multiple channels; our mobile app, social channels, in-store events, branded activations, e-commerce, B2B partners, and traditional marketing. For the first time, we had an exclusive pre-launch on our mobile app of the campaign and product.
We used User Generator Content in two ways. First, as imagery that we build lifestyle content around, and second, as a feed of inspiration as shown in our #CARRYLIGHT Campaign.
Every piece of content featured on the ALEX AND ANI app is optimized for the mobile reader, providing the audience with an easy reading experience for digestible content. By using subtle yet impactful hyperlinks to product pages directly within our content, a user can easily control switching from content to commerce. In order to maximize our mobile experience, we provide the customer and sales associate with an innovative retail journey to complete the brand experience whether online or in-store. Sales associates can introduce customers to our Personal Blueprint experience, and educate the user in-store so they feel empowered to return to our mobile product at a later time.
Our content is uniquely created with the ALEX AND ANI customer in mind. A user opening the ALEX AND ANI app is not just looking for a new style or product, but an answer, or a talisman to take on their path: something to encourage them to make a change, something to give them luck on a job interview, a gift for a new mother, or a way to mourn their grandmother's recent passing. There is a true connection with our clients to the meaning-based products we have. Our app directly gives our client the content experience they need. Our app is not just a place to buy something new, but a place to access positive and vibrant content they can use to create conversation in their own communities.
Currently, 65% of our traffic comes from mobile (both mobile web and app). However, user conversion rates on the mobile app are nearly double in comparison to mobile web and tablet. The average order value (AOV) is also 15% higher on the mobile app than on mobile web. #CARRYLIGHT was truly a global movement, evidenced by fans participating from 66 countries and in 19 languages. We've had over 1.5 million YouTube views, more than 200K total interactions on #CARRYLIGHT posts, almost 100K people consistently talking about the campaign on Facebook, and 2.65 million impressions on Twitter.
In September 2016, ALEX AND ANI pre-launched our LIBERTY COPPER Collection exclusively on our mobile app, leading to a record number of downloads in one week.