By Guest Blogger, Donna DeClemente, Donna's Promo Talk
The Holiday season is now fully upon us which at this time I like to write about interesting Holiday promotions that I come across. Last week I kicked it off with a couple of Pinterest holiday promotions, one that Campbell's Homestyle is running and another that we are assisting the team at Experience Kissimmee with. This week's focus is on a multi-platform digital promotional campaign that Swarovski just launched called “12 Moments to Give” which includes Instagram, Pinterest and Facebook along with a goal to drive in-store retail traffic.
Swarovksi is asking all participants to tag their content with #Moments2Give that they post on Facebook, Instagram and Pinterest and has created this Moments to Give microsite to view all the photos that have this hashtag. It also includes information on how to enter their Instagram "#Moments2Give" contest. Participants must upload and tag an image to their Instagram account of a giftbox of their choice that tells a story behind the gift. The image does not need to include a Swarovski product. Multiple entries will be accepted up until December 20.
At the end the contest period a panel of judges will review all the entries and choose 10 winners based on the following criteria: Originality and Creativity 33%; Quality 33%; and Story Telling 34% which includes a strong emotional appeal and impact ("Swarovski Feeling"). These 10 winners will each receive a pair of Swarovksi Fit Silver Shade Pierced Earrings with an approximate value of $200.
The Swarovski Fit Earrings are worn by supermodel Miranda Kerr shown in this photo which is part of a global TV and print advertising campaign. The TV spot also include original music by singer, song-writer and producer Pharrell Williams that aims to strengthen the brand’s global image.
Swarovski currently has over 1.5 million followers on Pinterest and has created this Winter Wonderland board to celebrate the season and launch their 12 Moments to Give Pinterest Sweepstakes. The link on the top of their board takes you to the sweepstakes application on the Swarovski Facebook page. There they have posted 12 photos of Swarovaski products and invite participants to pin their favorite item from one of these featured images. The sweepstakes ends on December 15 which at that time 12 winners will be selected in a random drawing from all the entries who will each receive a set of two Crystalline Toasting Flutes valued at $395.
To attract more followers to their Pinterest page Swarovski is hosting a one-hour holiday pin party on December 5th from 9-10 PM EST which will feature Katie Rodgers, fashion illustrator at Paper Fashion, Caitlin Cawley of Color Me Caitie and Mimi Tanaka, a "power pinner". Plus, to integrate a retail mobile component, Swarovski is featuring a QR code in more than 450 boutiques that direct consumers to the Pinterest Sweepstakes page. All participants in the United States will be a given a surprise gift that can only be redeemed in a retail location.
Joe McCarthy from Luxury Daily stated that the key to a successful digital campaign is to integrate with an in-store component which helps to create more participation since a great deal of luxury products transactions are still made in-store vs. online. There are many components to this campaign which does make it a bit complex and takes some time for participants to understand. The Instagram contest is asking much of their participants, while the Pinterest Sweepstakes is pretty simple. Hopefully the ad campaign and social media updates will help to drive awareness and help make this a success.