For Velvet's 25th anniversary, we prepared a series of competitions based on consumers' memories and experiences. Across 11 competitions offering sets of brand products as prizes, we received more than 2,500 entries.
Anniversary competition concept
Velvet's 25th anniversary offered an opportunity to show the brand's history and values through the experiences of people using its products. Observing activity on the Świat Velvet Facebook profile, we proposed a series of competitions to involve brand supporters and include their stories in anniversary communications.
We planned the activation throughout the anniversary year. Each edition addressed a different topic while retaining a shared reference point: everyday situations, associations and memories connected with Velvet.
Tasks close to the product
We prepared 11 competitions with small product sets as prizes. The tasks asked participants to reflect on the brand's place in their lives. Questions included their first memory of Velvet, places where they took the products and associations with their softness.
We selected questions and prizes around the same idea. Participants shared their own view of the brand, and communications stayed close to its products. We supported the competitions with promoted Facebook posts.
The community's response
Across the series, we received more than 2,500 competition entries. Posts generated 5,143 reactions and more than 500 shares. Promoted posts announcing the competitions received 168,596 impressions.
The series used the anniversary to maintain regular contact with audiences. A shared mechanism allowed topics to change between editions, inviting participants to describe the brand in their own words each time.
