Opportunity

As part of a larger brand awareness and rebranding effort, we needed to go beyond the traditional, margin-losing mega-sale and get back to our roots as a brand with unique customers who pride themselves on standing out and up for something important.

Strategy

I led the PR and social teams to disrupt our customers' newsfeeds (in a good way) by shutting down our site on the biggest shopping holiday of the year and asking our community to join us in giving back to those in need and recognizing women supporting other women all year round.

Tactics

• Shut down our site and officially broke up with Black Friday.

• Donated $5M in apparel to our friends at Dress for Success, a nonprofit dedicated empowering women with career skills, mentorship, attire, and opportunities to get back into the workforce.

• Launched our first-ever #ModClothGiving contest asking followers to nominate one deserving do-gooder for a community grant.

• Gave #TeamModCloth a day away from work on Cyber Monday to give back to our local communities.

Results

• Shorty for Social Good Award Winner in Retail & E-Commerce

• 200M media impressions the week of Black Friday to Cyber Monday, including coverage via Bustle, Vox and Retail Dive

• 600+ entries on #ModClothGiving social contest, driving 7.5M earned impressions via UGC

• Nearly 80K engagements across ModCloth social posts

• 49% spike in direct and organic traffic vs. previous weekly average