2020 Digiday Awards: Best Product Launch

When the pandemic hit in March 2020, Vera Bradley, like many retailers, was forced to grapple with the immediacy of pending store closures, dramatic changes in consumer behavior, and new staff care requirements.

In a short amount of time, the admired luggage and handbag design company had to understand new consumer demand signals—and utilize that data to effectively employ programmatic media, turn up the volume where competitors scaled back, personalize all possible experiences, and use local targeting to compensate for store closures.

Partnering with DAC, Vera Bradley rapidly pivoted to successfully launch entirely new products (masks, scrubs, bags) to not only serve their communities and front line staff, but meaningfully align with their commitment to doing social good. Needless to say, we’re immensely proud to be recognized as a finalist for Best Product Launch at the 2020 Digiday Awards.

Find out how this year’s Digiday Awards honor the companies that thrived throughout the most tumultuous year in the modern history of digital media and marketing.