Carter’s

Mother’s day brunch & sweepstakes

Carter’s, Inc. launched its Little Baby Basics Spring 2019 collection with a brunch celebrating Mother’s Day and in recognition of mothers across the country. Parents, press, influencers, and stylists enjoyed a first look at the snuggly, soft Little Baby Basics collection and a funny, heartfelt conversation about being a mom with Catherine Lowe, entrepreneur and TV personality, and Daphne Oz, Emmy-winning TV host and bestselling author.

The Ask

Develop a social media strategy that leverages current assets produced in-house and by influencers to build awareness and sub-brand recognition of the LBB Collection.

Methodology

Utilize new social media capabilities to reach our audience in their own spaces and implement tagging system to track behavioral data for future learnings.

Implementation

For this campaign, I was asked to develop new ways of using social media to boost the impact of brand activations. With a snapchat on the mind, I strategized a geo-targeting campaign for all social media accounts, sending branded ads to nearby mother’s with an invitation to experience an early look at our collection.

During the planning for the sweepstakes, data was also essential. We have been through many rounds of testing to identify the most effective audiences for social engagement campaigns in the past and used this to optimize this special occasion. This resulted in thousands of entries and a spike in offline demand.

Note - Presentation is reduced to exclude sensitive internal information.