Case Studies

Cadbury P.S. #PSGiveADress

Matric Farewells should be a night to remember and for most girls, the perfect dress is a key part of the event as it contributes to the makings of a joyous Cinderella story.

This insight motivated the launch of the heartfelt Cadbury P.S. #PSGiveADress campaign.

The campaign included a national Dress Collection Drive from July to August and a Dress Distribution Day in September where deserving Cadbury P.S. fans could collect dream dress after motivating for themselves on social media.

To kick off the campaign, Plato distributed press packs to media and influencers, nationally. The touching, but inexpensive pack was specifically designed to encourage recipients to return a pre-loved dress to Plato in the same box, using the supplied ‘return to sender’ sticker. Also included was P.S. Thank You bars, customised ‘P.S You’re Special’ hangers, a pen and gift card on which to write a personal message to the future recipient of the dress.

A consumer call to entry was shared on Cadbury P.S. social media platforms, encouraging girls to submit their stories for a chance to win one of the collected dresses.

Plato partnered with actress Hayley Owen & radio DJ Andy Leve. As spokespersons for the campaign they boosted the call for dresses through media interviews, while also canvassing with celebrity friends and their fans to donate dresses.

Through a partnership with ‘The Space’ stores Plato secured nationwide drop-off points for dress donations. Each store received a call to action bin box and flyers to help promote the campaign.

In addition, bin boxes and flyers were distributed to corporate partners, including client and all support agencies.

Heart-warming stories from entries received were shared with media and celebrities at the influencer hosted High Tea at Glenda’s, where we also announced that more than 580 dresses were collected.

Getting ready for the big day, Plato provided free storage, and the team inspected and sorted dresses to ensure they were all in mint condition.

The finale, a Dress Distribution Day, at Shine Studios. Manned by volunteer shop assistants, the venue was transformed into a glorious boutique with 500 usable dresses. The 200 winning girls, accompanied by a friend or family member, came personally to select their dream dresses. Ensuring privacy for the girls, media was not invited.

Finally, all unclaimed dresses were donated to an organisation which manages a similar cause, full time.

Through #PSGiveADress, Cadbury P.S. helped share a little bit of magic for a group of young girls who didn’t only need it – but deserved it.

More importantly than creating positive sentiment for the brand, this heart-warming initiative saw women from across South Africa working together in the spirit of helping young ladies walk through the doors at their Matric Farewells with pride.

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