Objectives

The Background

ModCloth's brand DNA is firmly rooted in putting our community of creative, diverse, unique, and empowered women at the center of everything we do. More than just a business strategy, this philosophy is what fuels us - from our brand values to our product assortment.

We wanted to bring our successful Make the Cut design contest to social media - and allow our community to create a design that we'd actually turn into a garment.

The Goal

To create a social media experience that would help her engage with our brand and impact our assortment.

The Objectives

• Drive meaningful community engagement
• Create positive brand sentiment and brand WOM on social media
• Foster goodwill and equity for the brand around community

Strategy and Execution

The Insight

In October, after the return of new fall fashion and before the holiday shopping buzz, we wanted to create a way for our followers to engage with our brand in a fun and meaningful way on social media. So we looked to the past and what resonated most to find a way to drive engagement with our community and encourage them to spread WOM about ModCloth.

How We Did It

By bringing our super popular Make the Cut contest to Instagram and Twitter.

What We Did

• Asked the community to submit designs with a "back to school" theme in honor of International Teachers' Day on social media.
• A committee of ModCloth designers and buyers narrowed down over 200 submissions to the top four.
• Asked the ModCloth Instagram and Twitter community to vote for their fave.
• We put the design into production, and the skirt will be produced in August.

Results

• Over 200 unique design submissions via Instagram and Twitter
• 7322 unique votes and a resounding 3652 for the winner
• 22K+ engagements on brand Instagram posts

Media