Alfred Angelo needed a digital branding component to pull the 80-year-old family-owned bridal mainstay into the consideration set for brides-to-be who were making decisions based on their social networks and online searches. Relevance and fresh original content were keys to engagement.
Personality quiz apps for brides and bridal parties were served up and shared, including “Which Glass Slipper are You?” which exposed the princess on the other side of the screen to the Alfred Angelo Princess Collection, and heightened social ROI by driving bridal parties to local, in-store trunk shows featuring the collection.
The Alfred Angelo fan base helped the brides solve challenges, overcome adversity, and vote for everything that made up the magical day, from cake, to color palette, to dresses. Choices were based on bride’s personalities, which the audience grew to know over eight-weeks.
Engaging, original content at an affordable budget across multiple channels, while seamlessly featuring brand product, captivated the imagination of Alfred Angelo’s target market while putting a real face to the brand.