To do that, In the Pink turned to Vivoom, a mobile ad platform that allows brands to co-create video content with their consumers. The two collaborated on a summer 2014 campaign and a second campaign this year, which started in July and is slated to run through early September.
It works like this: Users are directed to a download the Vivoom app by clicking on a link shared with them via email and/or social channels. Once the app is installed, users are encouraged to “shoot your summer in Lilly” by using Vivoom to film a brief video on their phone showing off their love of Lilly clothes and culture, to which Lilly Pulitzer brand assets and theme music are automatically added.
Users can share the video on Twitter, Facebook, by text or by email, after which they’re awarded a $50 gift certificate and the chance to win a $1,000 shopping spree at In the Pink. Friends, family and followers who view the video to completion are also given a gift certificate to redeem in-store.
But content isn’t the only thing that’s user-generated. Vivoom CEO and co-founder Katherine Hays sees the act of sharing as a form of user-generated “microtargeting.”
“The video is authentic because it’s a real consumer story that’s been co-created with the brand, but it’s also shared peer to peer,” Hays said. “It’s ultimately their story shared with their friends.”
Although the 2015 summer campaign still has several weeks to go, initial results are on track to beat last year’s numbers, with a view-through rate of over 65% and more than 10% of people going on to redeem the gift card made available at the end of the video.
The average purchase value of customers that come into an In the Pink store to use the Vivoom-generated coupons is between 30% and 40% higher than regular tickets during the high-volume summer period, Russell said.
These same customers are also more likely to put their coupons toward full-price items rather than discounted fare in the sale section, a fact that was particularly agreeable to Russell, who also serves as CEO of Springboard Retail, a cloud-based POS and retail management platform he founded in 2013.
“We’re not a large company with a large budget for advertising and marketing,” Russell said. “We spend our budget on our locations, we spend it on real estate – and we always want to make sure that we’re ringing the registers.”