National retailer Claire’s Inc. asked us to help increase awareness of their Best Friends Forever (BFF) jewelry offerings while growing their social media databases, too. Our strategy? Engaging our “tween” girl target by appealing to her sense of creativity and individuality, which also happen to be two of the brand’s core values.

We invited users to create custom BFF necklaces for themselves and their best friend(s) via an interactive jewelry designer website and mobile experience. The users were not only flexing their design skills, they were competing for a grand prize—their necklace manufactured en masse and available for sale at Claire’s stores, plus a fab limo ride to a VIP premiere for the designer and her BFF!

We actively promoted sharing via social media by leaving the voting to the audience, asking them to decide which BFF necklace design was worthy of the national spotlight. Easy voting and sharing helped spread the word like wildfire, bringing more designer hopefuls to the site.