AN INSTA WORTHY SOCIAL CAMPAIGN

CARTER'S PAJAMA PROGRAM 2019

For the past 10 years, Carter’s has partnered with the Pajama Program to donate pajamas to children in need. This year, they wanted a way to increase the program’s awareness in the store and have a component that encouraged customers to share their donation on social media.

My Role
  • Creative concept
  • Art direction
TEAM
Harry Poole (VP of Client Services)
Fredda Hurwitz (Chief Marketing Officer)
Sam Hanks (Creative Director)
Taheera Tim Kee (Account Manager)
Daniel Judge (Account Coordinator)
Brielle Clearfield (Producer)

Overview

My team and I created a unique photo opportunity to promote Carter’s charitable partner, the Pajama Program. Through our unique signage/photo opp, parents were encouraged to donate a pair of pajamas. For every donation or picture uploaded with #LoveCartersPJs, Carter’s would match the donation. These photo opps that doubled as a donation bin were in almost every Carter’s store across the country. (The photo on right features me and PJ at my local Carter’s.)