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Engagement, sans product promotion

Jack Neff’s recent Ad Age article provides solutions and examples of how brands can engage with consumers without necessarily selling them on a product. We loved his positioning because the word “engagement” has become a buzz word for marketers these days – and not all fully understand the concept. A call-to-action does not always equate to selling a product. Oftentimes, it’s about building that relationship with the brand, and turning your audience from consumers to brand advocates.

When Conversation launched the “Share Your (MOM)ent” campaign for dressbarn – we did just that. Share Your (MOM)ent, a multi-platform site – web, Facebook and mobile – provided a space where users could upload their (MOM)ent (a photo, video, or written memory of anyone who has ever given them a warm and endearing “mom-like” feeling). Users were given the ability to vote on what they thought was the best moment and share their own posting with others via social networks. Fans had the opportunity to win a spa day for two by receiving the most votes. From a charitable standpoint, one dollar was donated to underprivileged children in selected neighborhoods to purchase Mother’s Day gifts with dressbarn gift cards for every (MOM)ent shared.

Ultimately, the campaign was a success, garnering 942 user submitted entries in an 18 day period and inspiring fans to share their special moments with dressbarn. Voila! Engagement, sans product promotion.


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