For the launch of its first children collection, Lanvin Petite, the brand organizes a cooking contest called "ma recette du gâteau au chocolat". The brand invites moms and their daughters to share their chocolate cake recipes on their website. The best one will be selected and prepared by the Chef of the prestigious Ecole Ritz Escoffier. The winners will then be invited to a children tea party hosted by Lanvin the 4th of December at the Ritz, where everyone will be able to eat a piece of the winning cake!
Their approach is to create the buzz around their new children collection, already available online here. Indeed, contests are an excellent retail marketing strategy to increase traffic to retail stores as well as online ones. In addition, they provide the brand with contact information from customers, that could later be used for e-mailing campaigns.
For more information on the contest check out this article or better, directly go to the contest page!
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