To celebrate its website renewal, Dear Dilly launched a campaign aimed at strengthening brand identity and deepening consumer connections. The campaign specifically targeted moms—acknowledging their limited free time due to parenting responsibilities—and sought to create a relatable and engaging brand experience.

The “Yacht Fishing” game invited players to cast a fishing rod from a yacht and catch Dear Dilly items to earn points. Hosted on the brand’s official Instagram account, the game ensured easy participation. To further boost engagement, rewards included luxury hotel stays, department store gift cards, and a 10% discount coupon for all participants.

The primary objective was to enhance brand affinity through an interactive experience that resonated with moms while driving increased website traffic and purchase conversions. The SNS-based participation strategy also aimed to stimulate organic viral growth.

The campaign achieved high participation rates, delivering a fun and memorable brand experience. In parallel with the website renewal, UX/UI improvements enhanced shopping convenience. Widespread social media sharing significantly boosted brand awareness and reinforced consumer engagement.