Roxy Goes Social with Global User-Generated “Dare Yourself” Campaign

Roxy, the world’s leading women’s lifestyle company, partnered with Digital Brand Architects and ClickFire Media to ask girls around the world: are you living life to the fullest? To extend this question to Roxy’s worldwide fan base, the boutique agency and digital design studio combined their expertise to create “Dare Yourself,” a social media campaign that challenged women to push their limits and empower themselves.

Click here to view a special Thank You video for Dare Yourself contestants.

The “Dare Yourself” initiative challenged customers and fans of the Roxy brand to measure their exciting lifestyles against other women across a range of social media platforms, including Facebook, Instagram, Twitter, Pinterest, and YouTube. Contestants participated by submitting a 150-word response along with three photos or a one-minute video demonstrating how they “Dare Themselves” every day. By entering, five women between the ages of 18-28 got a chance to win a trip of a lifetime. Additionally, contestants continue to interact with the brand via the #ROXYDARES Photo Challenge, an Instagram based gallery that invites women to submit photos of themselves completing weekly challenges.

The global campaign, which went live simultaneously in over 40 countries and 11 different languages, received 2,500 entries and collected some 245,887 “Likes” on Facebook, bringing the total to more than 2,879,000 to date. On Twitter, the #DAREYOURSELF hashtag earned an impressive 1.6M impressions while over 6,357 users shared their submissions via the #ROXYDARES Photo Challenge on Instagram, generating over 686,000 impressions.

As part of a growing trend of user-generated campaigns, “Dare Yourself” succeeded largely through the collaboration between DBA, ClickFire Media and the Roxy brand, which generated an online strategy that engaged fans with a positive message. Digital Brand Architects collaborated closely with Roxy on the aggressive influencer outreach effort, brokering partnerships with targeted media and bloggers – including Wavelength Surf Magazine, The Contrast Magazine, among many others – to secure exposure and engagement for the campaign among targeted audiences. This strategic prowess is matched only by the campaign’s technical underpinnings. ClickFire Media’s team of technologists and developers constructed a multi-lingual Facebook experience that coordinates user uploads, submissions, and voting through a custom-made content-management system. The Facebook experience also featured a dynamic photo gallery that pulls from the ever-growing collection of #ROXYDARES-tagged photos on Instagram, and an interactive map that used Google API to track submissions from Roxy girls across the world.

The new campaign is a logical follow-up to Roxy’s wildly successful 2012 ‘Let the Sea Set You Free’ campaign. “‘Let The Sea Set You Free’ campaign proved Roxy’s fans are not only fun-loving, adventurous, and epitomizing everything the brand stands for, but were also eager to engage and share their own content with the Roxy community,” explained Digital Brand Architect’s Annabelle Smith.



Client: Roxy
Campaign: “Dare Yourself”

Social Media Agency: Digital Brand Architects
Digital Design/Development: ClickFire Media

About ClickFire Media:

ClickFire Media is an interactive design studio specializing in multi-platform, media-rich creative campaigns. CFM partners with agencies and entertainment industry clients in the conceptualization, design and development of fully-integrated, consistently branded experiences. Through insight and innovation, CFM combines that latest interactive technologies with the best design, video, animation and live action skills from Click 3X to deliver integrated solutions in the ever-developing media landscape.

About Digital Brand Architects:

DBA is a transformative boutique agency that expertly juxtaposes digital communications and curation marketing with talent management of online influencers.

Rooted in marketing and branding, our guiding philosophy is to always stay true to the core DNA of our clients while elevating the social media conversation through practical application and creative engagement. Holistically combining all facets of brand building, online and off – advertising, marketing, public relations, events, e-commerce – our approach builds awareness, drives traffic and elevates the brand voice forward.

Operating under three distinct and separate arms, DBA’s global reach includes offices in New York, Los Angeles and Milan.

About Roxy:

ROXY, a brand of Quiksilver, Inc., is the world’s leading active women’s lifestyle company that produces sportswear, technical fitness, snow and surf apparel and equipment, footwear and accessories, inspired by the board riding culture. ROXY represents women and girls who dream big on and off the board. ROXY believes in being naturally beautiful, Fun and alive, daring and confident and strives to be the most inspiring fashion and performance brand on and off the board.