Dive Brief:
- Beginning on Black Friday, Project Gravitas will package dresses in boxes that feature copy lifted from user-generated videos.
- Using a mobile app called Vivoom, consumers can send in their own 21-second clips with messages of affirmation.
- Project Gravitas will promote the effort with paid ads on the social media and encourage shares with the hashtag #MessageinaPGBox.
Dive Insight:
Style e-retailer Project Gravitas is running a holiday promotion that features an unusual mix of video, print and retail. The “Message in a PG Box” campaign is accepting mobile videos shot by consumers that offer “words to live by” and printing the inspirational messages on its holiday packaging.
The promo requires users to download Vivoom, a mobile video app. Submitted videos get stamped with a Project Gravitas logo and can be shared with the #MessageinaPGBox tag. Project Gravitas will advertise the campaign via paid social, and incentivize submissions with a 20% off offer.
Dispensing holiday gifts with the literal gravitas of engaged users’ favorite advice, the #MessageinaPGBox promo should deliver brand reinforcement with every order.