bendel girl of the weekstakes

client

Henri Bendel

the challenge

Create an exciting Social Media engagement to increase Facebook Fans, drive in-store sales and provide a return on the investment

dotbox strategy

Create a 360° engagement that allows fans to brand themselves as Bendel Girls and enjoy their five minutes of fame

dotbox tactics

Create a Facebook application to make it easy for Fashionistas to become Bendel Girls by affixing our “I’m a Bendel Girl” logo to their photo
Stream their images in a slideshow on a dedicated micro-site and on Henri Bendel’s famous 5th Avenue windows, mixed together with sparkly fashion insights
Incentivize participation with prize of the Ultimate Loyal Treatment
Moderate content before it appears on store windows, using our proprietary Chatterator system
Position a model in store window, playing with Facebook and a photographer in-store to allow those present to join in the fun

dotbox results

Tripled Bendel’s Facebook Fans in just one weekend
The window activation drove excited crowds into the store, dramatically increasing sales that weekend
Hundreds of girls using the app volunteered their emails to be a part of the action
Fashion blogs picked up on the story, further extending the reach of the campaign
Campaign was so successful they decided to repeat the following year in an even bigger way

client quote

“Not only did we engage our fans but we just about tripled our fanbase in one week. dotbox created a truly innovative campaign that we can continue to build upon. What more could you ask for in a partner?”

–Jessica Dennis, Vice President Marketing at Henri Bendel