Gone are the days where simply advertising your annual sales event will bring customers rushing through your doors. Instead, in the age of social media, sales events have become interactive extravaganzas complete with contests, special offers and live virtual gatherings.
Le Vian is a fine jewelry company. Like many jewelers, Valentine’s Day is a major holiday for Le Vian since people are in the market to buy their loves a little something sparkly. Learn how they created a virtual 11-day sales event to inspire people to choose Le Vian jewelry for their special someone this year.
Le Vian is a family-owned jewelry company that prides itself in making fine jewelry that is affordable. Each year around Valentine’s Day, they offer big deals on desirable jewelry during their Le Vian LOVE Sweetheart event. Their 2021 event was 11 days long and it consisted of a contest, coupon codes and live Facebook and Instagram events.
Le Vian used ShortStack to create a contest landing page for their Le Vian LOVE Sweetheart event. The landing page served as the event hub and included a points for actions contest entry form, information on special offers, products and flash sales, and a schedule of Instagram and Facebook live events.
The Points for Actions template served as the basis for Le Vian’s landing page. Using this template allowed them to award additional entries to contest participants when they completed actions. Additional entries were awarded if the entrant:
- Visited their Facebook page;
- Wrote a product review;
- Subscribed to the Le Vian YouTube channel;
- Followed Le Vian on Instagram; and
- Submitted a photo of themselves wearing Le Vian jewelry.
Entrants could receive up to five additional entries for completing the optional actions. Only one submission could be made per email address.
The optional actions are valuable to Le Vian for several reasons. The social media components grow their following on those platforms, giving Le Vian more chances to interact with their customers. Reviews, especially from people who like Le Vian jewelry and want to win it, offer positive commentary on the jewelry that potential customers might come across to help them make a purchase decision. Finally, user-generated content, the photos submitted by users wearing Le Vian jewelry, can be used in their future marketing campaigns.
An autoresponder email was sent to participants after they submitted an entry. The email served not only as an entry confirmation, it also included a special offer for $100 off their purchase during the LOVE Sweetheart event. Le Vian used the ShortStack coupon code distribution feature to send unique coupon codes to each entrant. These codes ensured discounts could only be used once, and that in order to receive a discount code, the customer must enter the contest, which adds their information to Le Vian’s leads list.
To help promote their sale, Le Vian hosted several live events on Facebook and Instagram. Over the 11-day sale period, Le Vian held 16 live events. These events included special offers and appearances by jewelry masters, gem experts, celebrities and Le Vian family members. On ShortStack, Le Vian promoted their live events, linked to their social media accounts where they were hosted and encouraged visitors to share the event.
Le Vian’s sales event deals were offered through Jared, the retail jewelry store. In addition to their contest, Le Vian used their ShortStack landing page to advertise their special offers for the sales event. Images of jewelry that was on sale, flash sale banners and short-term discounts displayed on the landing page, along with links to the Le Vian listings on the Jared website.
The Le Vian LOVE Sweetheart event ran from January 31 to February 10, 2021. The sales event consisted of deals at Jared stores on Le Vian jewelry, such as 20% off all Le Vian jewelry, specials on specific jewelry pieces and a 30% off web-only four-day flash sale. The landing page hub for the sales event was embedded on the Le Vian website.
Their event landing page included a giveaway for a $4,999 shopping spree during a Le Vian show at Jared. In addition to the chance to win the shopping spree, contest entrants were given a $100 coupon to spend on Le Vian jewelry through February 10, 2021. Furthermore, Le Vian also donated $5,000 to the St. Jude Children’s Research Hospital.
Le Vian’s giveaway had 4,300 entrants. Of those entrants, 333 submitted photos, 997 visited the Le Vian Facebook Page, 846 clicked to follow Le Vian on Instagram, 568 clicked to subscribe to Le Vian’s YouTube channel and 456 clicked to leave a review. Furthermore, 2,044 of the 4,300 autoresponders with unique coupon codes sent were opened – that’s an open rate of 48%.
In addition to the entries collected on the landing page, another 11,565 entries were uploaded to ShortStack. These entrants also received an email with a unique discount code to Jared. Of those 11,565 emails sent, 4,717 were opened – an open rate of 41%. That’s an overall open rate of 43%!
The sales event page also received a lot of attention. It had 85,494 views, with 42,858 unique visitors. The links to shop the Le Vian sale were clicked over 14,900 times.
Sales events can be so much more than just discounts
In a world where we’re constantly being advertised to, it can take a bit of creativity to make your business’s special sales stand out. Le Vian’s LOVE Sweetheart event pulled out all of the stops with a giveaway, unique coupon codes for big discounts, major sales, a big donation and virtual social media live events. By creating a landing page hub for their event, Le Vian was able to reach a huge audience of jewelry lovers, collect a bunch of leads and excite thousands of people to check out the sale.