The Strategy: Chico‘s launched its third annual “May Is for Miracles” campaign this past spring to drive digital engagement and donations for the Children’s Miracle Network (CMN) Hospitals, of which there are 170 in North America. In partnership with digital agency ePrize Inc., clothing retailer Chico’s allowed fans to literally “Send a Smile” via Facebook by creating free customizable cards for children at local CMN hospitals. Participants could also share their cards via email, Pinterest, or Twitter. All cards were printed and delivered to the children themselves. The brand promised to donate $1 for each card created, up to a total of $50,000. In addition to the cards, Chico’s and its sister brands Boston Proper, Soma Intimates, and White House | Black Market offered for sale a limited edition $20 “Creating Miracles” bracelet. Half of the proceeds from each bracelet sale went directly to CMN.
The Creative: Fans could choose between four different background patterns for their cards and four different “furry friends” (bear, elephant, giraffe, or monkey). There was also a choice between four greeting options, including “Thinking of you!” and “Sending great big hugs!”
The Results: More than 50,000 cards were sent in total—and the campaign goal of $50,000 raised—by the time the initiative closed on May 31.
Customer View: Fans took to Twitter to praise Chico’s’ beneficent effort, with one commenter enthusing: “Wanna make a kid’s day? #SendASmile #ChicosFAS is donating $1 for every card created. Oh yeah, IT’S FREE!” Another summed up her feelings simply: “Love it!”