Reese Witherspoon‘s fashion brand Draper James launched a giveaway two weeks ago to donate free dresses to teachers. The response overwhelmed the company though.
“Dear Teachers: We want to say thank you. During quarantine, we see you working harder than ever to educate our children. To show our gratitude, Draper James would like to give teachers a free dress,” the company announced on April 2.
Draper James only intended on giving away 250 dresses, but the giveaway received national coverage and “almost one million applications” were received by the deadline, according to The New York Times.
“We felt like we moved too quickly and didn’t anticipate the volume of the response,” Draper James exec Marissa Cooley told the outlet. “We were really overwhelmed. It was way more volume than the company had ever seen. We expected the single-digit thousands.”
The brand decided to email everyone who entered the giveaway to inform them that this was a raffle and not a mass giveaway. A discount code was sent to those who entered, but the brand was criticized for this as many took it as a marketing ploy.
In the end, Draper James made a donation to a charity that supports teachers.