LILLY PULITZER UTILIZED VIVOOM’S PLATFORM TO HARNESS THE POWER OF ITS EXISTING CUSTOMERS, turning “Lilly Lovers” into a network of authentic influencers in order to drive customer acquisition and sales for the brand. Powered by Vivoom, customers activated from touch points within the Lilly ecosystem including direct email and in-store point-of-purchase materials to create authentic, on-brand content shared across their own social and messaging channels and redistributed by the brand. Utilizing Vivoom, Lilly Pulitzer mobilized its customers to become a top performing acquisition channel.
Among the consumers who saw part of the Lilly/Vivoom campaign, 17% elected to follow Lily Pulitzer in social media, and 2% shot a video, according to In The Pink executives. The retailer also used the Vivoom campaign to drive viewers to redeem a gift card in stores or online,
resulting in a 3% redemption rate. Even better was that more than a
third of these folks were new customers, said In The Pink founder and
CEO Gordon Russell.
CLICK-THROUGH RATE TO PURCHASE
Viewers who clicked on the embedded CTA and made a purchase received a $25 gift card
NEW CUSTOMER ACQUISITION
One-in-three of the people who purchased were new customers