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Wacoal unclasps mobile, retail partnerships for giveaway sweepstakes

Women?s lingerie brand Wacoal is celebrating its thirtieth anniversary by enticing more consumers to download its mobile application to receive an entry into its ten-month-long sweepstakes, which sees the brand give away 30 bras a week and showcase a new product each month.

The 30 Years of Beauty Giveaway will see Wacoal team up with a slew of retailers, including Macy?s and Nordstrom, to share the promotion via social media and attract more mobile users to enter. The promotion, which is powered by HelloWorld, will also tap social influencer Zanna Roberts Rassi for a digital video series, proving that video is still a hot topic for mobile.

?A well planned sweepstakes is a great method to get consumers to complete an action,? said Shuli Lowy, marketing director of mobile at Ping Mobile, New York. ?Wacoal is strategically using the sweepstakes to incentivize consumers to download their app.

?A sweepstakes can only be as successful as the visibility of its call to action,? she said. ?Wacoal therefore needs to clearly communicate how consumers can participate in the campaign and then think of ways to get that message in front of consumers.

?Naturally, most brands begin promoting their sweepstakes by pushing it out to their current subscribers via email, social media, and SMS. However, if a brand wants to expand the campaign's visibility beyond its current consumer base it will have to go beyond that; that's where teaming up with social influencers or placing ad buys come in handy.?

App integration
Beginning on April 5, Wacoal is ramping up to drive more installs of its mobile app, which launches later this month, by offering a free automatic entry into the bra sweepstakes for each download completed. Mobile users may also enter by signing in via Facebook, or inputting their email information into the designated site,

The promotion is also coinciding with the launch of the manufacturer?s ?Anniversary? collection of bras, which is currently available for purchase.

The mobile-optimized site features a moving panel with images regarding the sweepstakes. 30 winners will be selected each week through Dec. 26, 2015.

This comes to a total of 1,290 free bras.

April?s ?Bra of the Month? is the Wacoal Basic Beauty T-Shirt Bra, the image of which includes a clickable link to enter the sweepstakes for a chance to win one.

Social influencers
The brand is also tapping a social media influencer to help spread word of the giveaway. Wacoal has teamed up with Zanna Roberts Rassi, the senior fashion editor of Marie Claire magazine, Project Runway All Stars mentor and an E! News correspondent.

Ms. Rassi will be hosting the Bra of the Month video series, which will be available on the Wacoal site. This month, she hosts a 30-second ?lingerie report? in which she discusses the difficulties of finding the right T-shirt bra.

She then highlights the features of Wacoal?s T-shirt bra as the product is shown on a model.

?Social influencers already have their own large audience base,? Ms. Lowy said. ?By teaming up with Zanna Roberts Rassi, Wacoal can tap into Rassi's social following and generate interest from a new, relevant crowd.

?Rassi's role in advising others about fashion will also ensure that her endorsement of the lingerie is impactful.?

This proves on-the-go consumers? tendencies to gravitate towards snackable, bite-sized pieces of content on mobile. It also speaks to more brands? desires to team up with social media influencers to reach millennial women on mobile.

A Schick executive at the 2015 Mobile Marketing Association Forum New York affirmed that tapping social media influencers on YouTube catapults the effectiveness and reach of mobile video advertising, provided that the influencers are allowed creativity to expand on the brand?s message (see story).

Meanwhile, Wacoal is also planning to team up with ten to fifteen retailers, including Nordstrom and Macy?s, to cross-post the promotion on their social media pages and share the brand. Nordstrom and Macy?s currently carry Wacoal lingerie in-store and online.

"In the engagement ecosystem, Wacoal is strategic in leveraging the social influence of their upscale retailer partnerships,? said Jen Gray, vice president of brand, marketing and creative at HelloWorld, Pleasant Ridge, MI. ?Combining social, mobile, fashion influencers, consumers and their retail partners is a smart way to escalate the digital dialogue around Wacoal?s 30th Anniversary.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York