#HelloBeautiful was a cross-channel campaign inspired by the beautiful spirit, positivity and engagement of dELiA*s fans nationwide. Working with social influencers and blogger besties, Sugar & Spice, the campaign celebrated friendship and paying it forward.
The campaign launched in print in the dELiA*s catalog with an inside cover spread featuring Sugar & Spice in their favorite dELiA*s outfits. A strong call-to-action led to a Hello Beautiful landing page, showcasing a special Sugar & Spice shop and details of a #HelloBeautiful photo contest via Instagram. Fans were invited to share their own beautiful bestie photos for a chance to win a gift card.
Supported via web, email, social and in store messaging, a winner was picked each week and featured on dELiA*s social channels. Sugar & Spice also supported the campaign with their own blog and social posts – encouraging their fans to like @delias and share content. The entries spoke for themselves. 20,000 photos, a month's worth of branded and user generated content and 4 happy (and $250 worth of dELiA*s clothing richer) teen girls. The first 100 entries also received an exclusive direct message to their Instagram account with a special discount code.