Celebrate the heritage of Vera Bradley while increasing awareness of the brand with college women aligned to opportunities to engage with new products, styles and fashion trends.
College women think they know Vera Bradley, the iconic brand known for colorful patterns and quilted textiles. Just as college is a time to break rules and bust myths, our plan needed to show the latest and greatest that Vera Bradley had to offer and evolve what college students thought they knew about Vera Bradley.
We created an engaging on campus program that celebrated the new friendships and periods of being together that women fresh to college experience, while embracing this time of self-discovery and individuality. #togetherinstyle
Through a sustained 8-week, integrated program across five college campuses, we hosted trunk shows, integrated Vera Bradley into key sorority events, introduced a variety of new and exciting Vera Bradley products, surprised and delighted with giveaways and delivered a robust social media and blogger campaign that highlighted Vera Bradley in new ways and helped to drive sales. We also encouraged students to facilitate “conversation” on social networks to generate authentic buzz and excitement for Vera Bradley.