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Lucky Brand’s New Social Media Challenge Entertains and Supports Essential Workers

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Lucky Brand is providing its social media following with some entertainment during quarantine—and it’s benefiting essential workers in the process.

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.

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