Vera Bradley invites fans to win a spiffy dorm makeover

Share this content:
Vera Bradley has 215,345 engagements with its dorm room makeover
Vera Bradley has 215,345 engagements with its dorm room makeover

The Offer: Just because college students only live in dorm rooms for one year at a time doesn't mean their dorms have to be ugly or boring. So says luggage brand Vera Bradley, known for its colorful and paisley-patterned accessories and travel gear. With help from social media marketing platform Brickfish, Vera Bradley launched the “Dress Your Dorm” back-to-school Facebook app to give students the chance to win gift cards, ID cases, or a grand prize of a total dorm room makeover from a Vera Bradley design professional.

The Data: More than 3,800 people entered the contest, with 197,434 views and 12,086 votes cast on the various submissions. The campaign brought in a total of 215,345 engagements for the brand within a single month.

The Channel: Fans who registered online could use the Brickfish platform to literally dress a virtual dorm room with Vera Bradley furniture and products. Entrants could then post their creations to the brand's Facebook page. Submitted entries could easily be shared via the full gamut of social networks.

The Creative: Chicago-based Brickfish allowed users to click on a “viral map” to see the exact number of people viewing contest-related content anywhere on the Web. Visitors could also sort entries by “most viral” and most popular.

The Verdict:

Kevin Drew Davis is executive creative director at Digitas Chicago and San Francisco. Davis has also led creative teams at Wieden & Kennedy and The Richards Group and has collaborated with top brands, including Audi, Calvin Klein, and Coca-Cola. Read our Q&A with Kevin for more.

The “ask” of the entrants is simple and refreshing, providing a bit of “self-expression” to enter and experience the product (as opposed to what could have been a complicated video creation). This campaign really understood its target audience, and successfully transfers perceptions of a handbag company into the home décor realm.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here