The Challenge

Create buzz, do good and build the LOFT brand by celebrating International Women’s Day.

MY ROLE

Marketing Strategy
Content Strategy
Social Media Strategy

SUMMARY

With hundreds of Instagram-famous holidays to choose from, LOFT sticks to celebrating those that further its mission of embracing and empowering women. So International Women’s Day was one that excited us.

We partnered with Brooklyn illustrator Libby VanderPloeg and commissioned an animation that represented the missions of both LOFT and IWD. To engage our community of Instagram fans, we shared the custom art as a small token they could pass on to the women in their lives who support and lift them up.

PHILANTHROPY

As a long-time corporate sponsor of The Breast Cancer Research Foundation, we chose to highlight this incredible female-centric organization as part of our celebration. We committed to donating $5 for each person tagged in our Instagram post.

results

Fans tagged over 3,400 friends in the Instagram post, prompting LOFT to donate $25,000 directly toward BCRF’s goal of preventing and curing breast cancer. Engagement on the post was well above benchmark performance and also drove significant sharing and click-through to LOFT’s eCommerce site.