Carter’s Original Bodysuit Day
Boosting Brand Authority
Carter’s sought to extend ownership of their role as the creator of “The Original Bodysuit” through the second annual Original Bodysuit Day, a celebration of baby’s first year and the versatility of this signature item. Virtually every infant has a bodysuit in their wardrobe, but many parents call them onesies – which happens to be a term copyrighted by another brand. Everywhere Agency leveraged influencers to help tell the story of how Carter’s is with parents from the very start by inspiring its customers to share photos of their little ones featuring this staple of baby’s wardrobe. Ultimately, we wanted to drive digital discussions around the brand, drive user-generated content submissions, and increase sales of this fan favorite.
Through authentic, relatable influencer-created blog content and social media shares, we highlighted the message that Carter’s is the creator of the Original Bodysuit and has everything you could need for your little one’s wardrobe under one roof. The influencers’ stories set the tone for user-generated content submissions of memories made while wearing Carter’s bodysuits in monthly milestone photos, coming home from the hospital, learning to crawl, and other firsts. We incentivized customer submissions across Twitter and Instagram by creating a #bodysuitsweepstakes – with hourly gift card prizes and a year’s supply of bodysuits for one lucky winner – while also increasing share of voice around Carter’s investment in moms and their babies via a Twitter chat.
The Original Bodysuit Day was record-breaking for Carter’s. The most impressive and notable metric was the 50 percent increase of Original Bodysuit sales compared to the previous year. We ultimately surpassed the goals of increasing the digital footprint of The Original Bodysuit and user-generated content submissions, garnering an extraordinary 131+ million impressions the previous year by 95 percent! There were a total of 61,000 social engagements, up 140 percent, and the 18K UGC submissions received represented a 15 percent increase.
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2015 PRSA Phoenix Award