Like many other denim brands, Lucky Brand is easing up on sales-focused promotions during the COVID-19 pandemic and instead focusing its efforts on driving engagement. Earlier this month, the brand introduced a “Win From Home” social media challenge that’s “designed to provide a daily dose of optimism and entertainment as we continue to stay at home and stay safe,” it stated on Instagram.
From May 1-21, the brand will post a “playing card” with a quarantine-themed challenge for the day. Past challenges have included power squatting a pet, getting dressed up and turning jeans into jorts—activities that appeal to a variety of quarantine situations, including households with children and spouses, as well as those who are alone.
Users post a photo of themselves completing the challenge, add the hashtag #WinFromHome and tag @LuckyBrand and an essential worker of their choice. Each day, the brand posts its favorite submissions to its Instagram story and announces winners based on user-generated engagement. Winners receive a $250 Lucky Brand gift card, a $250 Lucky Brand gift card for an essential worker and a $500 donation to a 501c3 charity of the winners’ choice. Each day, the brand will also award 25 runners-up with a free pair of jeans for themselves and a second pair for an essential worker.
The campaign was created in partnership with Lucky Brand’s creative agency Preacher.
Other denim brands are focusing on driving engagement during COVID-19, as consumer spending has significantly slowed. Wrangler and Levi’s have both launched virtual concert series to stay connected with consumers. Paige co-founder and creative director Paige Adams-Geller introduced Mindful Mondays, an Instagram series that focuses on wellness tips during lockdown, Mother Denim’s online program, Good Vibes, shares positive news alongside crafting ideas and recipes.