• by Sarah Mahoney  @mahoney_sarah, July 8, 2013

To celebrate 50 years of dressing women for success, The Limited is launching a social-media campaign to get them talking about how well they have done. Women can enter their own personal success stories for a chance to win big in its sweepstakes, generating donations for the popular Dress for Success charity as they do so.

“The campaign is being heavily supported by an aggressive social media campaign,” a spokesperson for the Columbus, Ohio-based chain tells Marketing Daily. “The Limited will notify shoppers via Twitter, Facebook and Pinterest about promotions, sweepstakes and activities related to the 50th.” She says in-store signage is scheduled to start later this month, “culminating in the fall with 50th anniversary window displays.” No other consumer advertising is planned to support the event.

The company, which owns 259 mall locations throughout the U.S., says the effort is intended to underscore its 50 years of fashion leadership and “to reinforce its mission to support clients' personal success. Our clothes empower our clients to succeed in her personal and professional life, and The Limited remains true to this mission 50 years later by making our client the star of our anniversary campaign,” says Nicolas Frechette, SVP/merchandising, in its release.

For every personal success story submission entry the company gets, it will donate $1 to Dress for Success, a nonprofit that helps women in need in going back to work, providing up to $50,000, as well as entering them in the sweepstakes. (It plans to award 50 $50 gift cards in a 50-day period.) In addition, The Limited is donating 30% of the proceeds from a limited-edition clutch purse and a commemorative bracelet that will be available in the fall to the group. And as the campaign unfolds, a digital and social media campaign is scheduled to ask customers to vote on a dress design, which will then be featured in stores, and shown off during all capped in-store sales events planned for October.