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THE NEXTY FINALISTS
COMMUNITY VOTING
After reviewing 73 nominations, we narrowed it down to 24 finalists across 6 categories. Now it’s your chance to help pick the winner!
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1.
Marketing Innovator of the Year
(Required.)
Warby Parker Helps Customers Safely Watch the Eclipse
We had the opportunity to see a solar eclipse on August 21, 2017 for the first time in 99 years. As champions of sharp vision, Warby Parker wanted to help the world see the spectacular, once-in-a-lifetime spectacle, as safely as possible. To do so, Warby launched the campaign "A Solar Eclipse of the Heart" — the campaign included a kitchy,
on-brand music video
, a landing page (https://www.warbyparker.com/solar-eclipse), and a plethora of social, email and PR campaigns. They also offered eclipse glasses at any of their stores, and invited Nashville locals to stop by their Nashville location to watch. Working with Acceleration Partners, Warby Parker leveraged the campaign to grow their affiliate program.
RESULTS:
The brand not only received a plethora of exposure for the campaign, they also saw lifts across all affiliate channel KPIs.
Dorel Juvenile’s Safety 1st Sweepstakes Teaches Families Important Safety Lessons
In an effort to drive consumer awareness of new advancements that keep kids safe in the home, the Safety 1st brand gave away a Tiny House loaded with the industry's best safety gates, cabinet locks, oven knob covers, etc. The team partnered with the non-profit group Safe Kids Worldwide and Boston Globe Experiential to hold live events where consumers could tour the house. The 1-year program's creative components included celebrity engagements on national Safe Kids Day, Facebook Live broadcasts, social photo booths, the launch of a new entrepreneurial Springboard program for sourcing new products from parents, and a tie-in to support Baby Safety Month in September. Safety 1st also unveiled another industry first: live carseat installation assistance via FaceTime. Now, parents can literally have a certified carseat technician look over their shoulder.
RESULTS:
To date, Safety 1st has completed over 10,000 Facetime sessions, driven 500K+ targeted sweepstakes entries into its database, increased sales by 10% on safety items nationally, and secured 350 new product reviews for its safety products online.
Estée Lauder Uses Google Home to Prescribe Skincare Routine
Estée Lauder partnered with Google Home to use voice chat to help consumers express their skincare goals, so the company could provide personalized skincare routines. Through its app, consumers receive a personal skin care assessment. The app also educates consumers about why a regular nighttime skincare routine is important, recommends appropriate products, and helps create positive habits around nutrition, meditation, and relaxation. Consumers then use the app to find an Estée Lauder counter nearby, where they can get a complimentary Power Nap facial and purchase their recommended routines.
RESULTS:
~30% of consumers completed their skincare assessments.
Outdoor Voices Augmented Reality App Gets Customers onto the Trail
Outdoor Voices (OV) released an augmented reality app, “OV Trail Shop”. By downloading the OV Trail Shop app, consumers can figure out where the nearest Trail Shop is to find the new running collection. The augmented reality shopping experience enables them to check out the seams, textures and finishing touches of the items, all on the trail. Anyone downloading the app is directed to the closest OV Trail Shop spot — 50 running paths in 23 cities were selected to reach existing Outdoor Voices shoppers.
RESULTS:
On launch day (4/24/18), OV reached 3.1K people through the app.
Current Progress,
0 of 7 answered
