- Fashion retailer acquired more than 3,500 new Pinterest followers -
Background:
Charlotte Russe began its journey in 1975 with the first store opening in Carlsbad, California. Putting a spotlight on women in their teens and early twenties, the store offers fashion trends at value-oriented prices. Over a few exciting decades, the mall‐based chain went from 35 stores in Southern California to more than 500 stores across the United States and Puerto Rico. Charlotte Russe has placed a strong emphasis on engaging with its audience on Facebook and Twitter over past 4 years and recently added Pinterest to the mix. Looking to promote its new Pinterest account and raise excitement around fall items and back to school shopping, the brand looked to Red Door Interactive, its social media partner, to help achieve those objectives.
Solution:
Red Door launched the I Want It All For Fall at Charlotte Russe contest where pinners were asked to create a board inspired by their dream fall wardrobe for a chance to win a $500 Charlotte Russe shopping spree. In addition, the two runners up would each receive a $100 shopping spree. To enter, pinners were tasked with completing the following three steps:
- Follow the Charlotte Russe Pinterest account.
- Create a board called “I Want It ALL For Fall at Charlotte Russe” that included the Pinterest contest imagine pin, five must-have items from the retailer’s website and at least four additional images that showcased the individuals dream fall wardrobe.
- Enter pinboard URL to an application on the Charlotte Russe Facebook page.
The contest was promoted in stores and through email, Facebook and Twitter. Once entries were collected, Red Door selected the top 10 finalist boards and then fans had five days to vote for the winner via the retailer’s Facebook tab. “This was a really exciting contest because we were able to engage with and connect audiences from Facebook and Pinterest for a cross-platform contest,” explained Anne Buehner, Social Media Strategist at Red Door Interactive. “The Charlotte Russe girl has looked to the brand on Facebook for the latest trends and style discussions, but this gave her a chance to showcase individual preferences and swoon over the fashion eye-candy on Pinterest.”
Results:
During the two week submission period, the fashion retailer received more than 1,300 entries and 67 percent of those individuals shared the contest with friends when prompted. In addition, 300 people used the friend invite action on the tab. Not only did the contest result in nearly 50,000 Facebook tab views during the campaign, but Red Door was able to successfully grow Charlotte Russe’s Pinterest account to more than 3,500 followers. “It’s exciting to see our customers engaging and sharing popular items from the website. We were elated with the results and couldn’t have reached that point without the creative edge Red Door brought to this campaign,” said Evelyn Lee, SVP of Marketing at Charlotte Russe. Featured in The Review.