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Lilly Pulitzer's take on millennial tropes ushers in app downloads, sales

Lilly Pulitzer

Image from @pinkpalmgirl displayed in Lilly Pulitzer's gallery

Apparel and accessories brand Lilly Pulitzer is continuing its holiday discounts with an “After Party,” but it is its selfie campaign that creates a two-way conversation with fans, helping the brand drive peer recommendations. 

Lilly Pulitzer is no stranger to pop culture, puns and playful jokes to help connect its brand with millennial consumers. The brand’s latest play to the young demographic is a social media campaign that feeds off of users’ love of selfies, hoping to spur the group to post selfies emphasizing their excitement about Lilly Pulitzer’s new sale. 

Pulling in fans
Retailers and brands are still reaping the benefits of the influx in purchases from the holiday season, many of which were made via mobile, and are attempting to continue cultivating the frenzy through more discounts. Lilly Pulitzer is taking on this strategy as well, but is hoping to stand out through a fun social media campaign. 

The brand is pulling in female millennials for its After Party sale with its “SALEfie” campaign. A play on the common slang phrase “selfie,” the campaign is urging fans to share their excitement for the sale event through photos of themselves posted on social. 

Users who share their excitement this way will have the chance to be featured on Lilly Pulitzer’s social media and its online gallery. 



A special frame has been created for the campaign that users can download via the Lilly Pulitzer app. In a bid for an increase in downloads as well as exposure for its sale, the brand is accomplishing two goals at once. 

The sale will last for roughly 29 hours, or until supplies run out, available online and in stores. As advertised on its Instagram, the After Party sale will begin on Jan. 5 at 8am Eastern Standard Time and run to about Jan. 6 at 1pm. 


Participants in the SALEfie campaign must include the hashtag #afterpartysale or upload the photo on Lilly Pulitzer’s Web site to be reposted. 

Friends with Lilly
Lilly Pulitzer is often taking on campaigns with the modern-age in mind. 

For instance, Lilly Pulitzer recently designed four complimentary beach wedding-themed filters featuring its signature prints for WeddingWire users, demonstrating how marketers can up the ante with their Snapchat strategies by inserting themselves into consumers’ most photo-worthy special occasions.

The resortwear retailer threw its hat into the Snapchat marketing ring by rolling out four free exclusive filters for online marketplace WeddingWire. Lilly Pulitzer alerted its Instagram followers to the news and invited them to click the link in its bio to be taken to WeddingWire’s mobile site, where the themed filters can be downloaded (see more). 

Also, specialty retailer In the Pink tapped Lilly Pulitzer fans to shoot 21-second videos showcasing the resortwear brand’s latest prints and post them on Twitter and Facebook for a chance to win a shopping spree as well as a participatory discount.

The #LillyLife campaign was designed for fashion enthusiasts to show off their styles and use their smartphones to record a short clip displaying how they incorporate Lilly Pulitzer’s bright prints into their lives. One grand prize winner received a $1,000 shopping spree at any In the Pink store, while all participants were be rewarded with a $50 coupon to use on their next online or in-store purchase of $150 or more (see more). 

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Brielle Jaekel is staff writer on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

 
Related content: Apparel and accessories, mobile marketing, social media, lilly pulitzer, instagram

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