MyJoys 10th Anniversary Design Contest

A campaign aimed at introducing the breadth of the MyJoys program to a new audience on the 10 year anniversary of its launch. The campaign advertised the number of options available for customization using colorful shoe designs, logos and leathers to add texture to the campaign against a birthday party backdrop. A design contest was at the center of the campaign supported by a detailed social media campaign. MyJoys 10th Facebook posts achieved unprecedented levels of sustained reach and engagement during the campaign. The campaign, with its two emails, reversed the seasonal visitation decline on and was among the top promotions for the year.