For many, wedding planning begins well before the question is asked. It is dreamt about from a young age, picturing walking down the aisle. Stella York, an Essense Designs brand, creates elegant, sophisticated wedding dresses that turns brides’ dreams of what they’re wearing as they take those steps down the aisle into a reality.
Essense Designs came to DEG looking to increase brand awareness for Stella York during the peak wedding engagement period from Thanksgiving to Valentine’s Day.
Understanding Stella York’s audience and business objectives, DEG used its digital marketing expertise to design a sharable quiz to raise awareness of the brand, and also develop a strategy to promote the quiz on Stella York’s social channels. The quiz, named “What is your bridal style?” was integrated into Essense Designs’ blog “Pretty Happy Love.” The decision to create a quiz, versus other social tactics, was due to the relevance and popularity of social quizzes – particularly among Stella York’s target audience of 18-24 year old women, who also happen to be the brand’s most engaged audience. This quiz allowed the brand to capitalize on the interaction with not only women planning their weddings, but also with women who are single or in relationships.
The campaign, through both paid and organic efforts, garnered 2.24 million impressions and a click-through-rate of 2.85 percent.