Online retailer Zulily is bringing its fans into its marketing efforts with a new campaign that puts the focus on the cutest babies submitted to be the face of the brand via social media. 

Zulily is recruiting consumers to participate in the search for its next baby model to be the face of its next campaign, a common practice seen with children?s brands. Users can submit through own child through Instagram, Facebook and Twitter and follow along with the brand?s search. 

"Zulily's campaign is an example of how marketers are able to tap various social channels for marketing content," said Michael Birnbaum, DbR Innovations. "Bringing consumers into the narrative can make a big difference in terms of connection and reach." 

Parents who feel that their baby is the perfect match for Zulily?s next campaign can submit photos of their child via social media to enter the contest. 

On Facebook, users must comment on Zulily?s post announcing the comment with a picture of their baby and the hashtag #zulilycutie in the caption. For Twitter and Instagram, participants post a picture of their child, tag @Zulily and include the #zulilycutie hashtag.

Zulily Cutie entries must be two years or younger. 

The winning entry will receive a trip to Zulily headquarters in Seattle, WA. There he or she will have a photo shoot for the upcoming campaign.  

Photos of the winner will be used throughout Zulily?s next campaign and consistently on the brand?s social media channels. He or she will also be featured on Zulily?s blog, The Find, as well as in behind-the-scenes content and modeling new looks. 

There will also be Zulily Cutie takeover of the brand?s official Instagram campaign with top pictures from the photoshoot. 

Fans can follow along with the #zulilycutie hashtag. The contest will at midnight Pacific Time on Jan. 18. 

Zulily defines a Zulily Cutie as ?an adorable kid with a unique style, personality, and a sense of fun.?

Social media is a viable medium for marketers to connect to consumers, especially through contests. 

For instance, Lingerie manufacturer Victoria?s Secret recently encouraged its Snapchat followers to get creative by doodling on products for a chance to win free stuff. 

Snapchat followers of Victoria?s Secret were given the chance to win a free a tote bag in celebration of last weekend?s major sales holiday, but in a more interactive and interesting manner. Users had to screen shot an image of a blank tote, design it how they like with the doodle feature on Snapchat and send it back to the lingerie brand for a chance to win (see more). 

Reebok Hockey partnered with apparel retailer Lids to put on a socially generated contest that will send fans to the 2017 Bridgestone NHL Winter Classic outdoor game between the Chicago Blackhawks and the St. Louis Blues. 

The #BornInTheColdContest was held for a relatively short period of time for a social media contest; aspiring entrants have between Friday, December 9 to Sunday, December 18 to participate. The contest?s timing is conspicuous, and speaks to a desire to drum up support primarily towards younger hockey enthusiasts about to being their seasons, rather than fans of the NHL, which began its season in October (see more). 

"This type of marketing is how marketers are able to stand apart from the onslaught of other brands and content brought on in the new age," Mr. Birnbaum said.