The nautical striped plimsoll slip-on was back for another season, and Flossy, a footwear brand out of the UK, was looking to launch itself into the US marketplace. They enlisted the help of The Halo Group, a New York branding and marketing communications agency.
Flossy and The Halo Group sent out a "Beach Party in a Bag" gift bags to top-tier fashion and lifestyle editors and bloggers across the country. The "Beach Party in a Bag" gift bags included a press release announcing that Flossy had landed stateside, an exclusive sneak-peak of their Spring Summer 2016 catalog, a pair of Flossy shoes from the Spring Summer 2016, a Flossy cocktail recipe, cocktail shaker and ingredients to make the Flossy cocktail, cocktail umbrellas, a 20% off voucher for a new pair of Flossys, a CD from an up-and-coming DJ in London (curated for Flossy), and signature Flossy flash tattoos.
Influencers were encouraged to promote the new Flossy A Week Sweepstakes campaign and corresponding #FlossyAWeekSweepstakes hashtag from their personal social media accounts. The promotion had new US fans of Flossy enter their information on a sweepstakes landing page for a chance to win a new pair of Flossys each week.
Within the first two weeks of the Flossy A Week Sweepstakes, the campaign had been retweeted to over 481,000 Twitter followers. One tweet alone was retweeted to over 447,000 people by an entertainment website, social influencer, fashion blogger, and a magazine editor.
Within the first 14 days of Twitter networking, Flossy was able to have the sweepstakes tweet retweeted by 18 bloggers/Twitter users to 481,837 of their combined Twitter followers. The sweepstakes posts on Facebook reached 971 people.
Most impressively, however, the campaign garnered over 100 media requests from top-tier fashion publications such as Elle, StyleBistro, Accessories Magazine, and The Gloss. #FlossyAWeekSweepstakes was retweeted by well-recognized fashion and lifestyle bloggers and twitter users to well over a half-million followers.
Bloggers first. Those of influence have earned a place there, so court them wisely.
Flossy made their campaign fun, and that may have set them apart from the wolfpack of brands vying for blogger attention. That tied nicely into social media discourse and fan engagement.