Sexy lingerie brand La Senza has a solid fan base of about 30,000 fans on Facebook in Malaysia that are interacting and connecting with the page daily. The brand wanted to expand its Facebook fan base numbers significantly and engaged BRANDTHINK’s digital agency to help grow its fan base and connect with them online and offline.
Most of the fans of La Senza are regular shoppers at the stores, frequenting it on a regular basis. They will go out of their way to pay a visit to the store when there is an ongoing promotion or a deal. This led us to come up with a social media campaign any shopaholic would be more than happy to join in.
In the bid to boost the Facebook fan count of La Senza Malaysia, the team came up with the La Senza Share & Shop event. Through this social media campaign, all of the brand’s Facebook page’s fans are rewarded for helping the brand grow its fan base. La Senza will give out a discount that increases according to the number of fans on the page. We believed that fans would post the news on their friends wall, liking the posts and commenting on them. The strategy behind this social media execution is that fans will rally their friends to be part of the campaign and build on strong advocacy of the campaign to go viral.
When the page accumulates 35,000 fans, a discount of 35% will be released to the fans. The discount is incremental by 5% until the maximum of 50%. Thus, the more the event is shared, the more savings are rewarded – which translates to more shopping for the fans! The winning discount is available to the public for one day only, on the Rewards Shopping Spree.
The simple mechanics and involvement are bound to engage the existing fans of the brand to spread the word about the offer, and entice non-fans to like the brand page to unlock a higher discount.
La Senza Share & Shop is computer and mobile friendly. Coverage for this includes the use of Facebook tabs and a microsite. At each stage, fans are given the option of sharing the cause with their friends to unlock the highest discount.
Throughout the campaign period from 16 April to 31 May 2012, the page saw an increase from 30,000 at the beginning of the campaign to well over 40,000 at the end of the campaign – a significant increase in a short six weeks!
The following key metrics were also recorded for the campaign:
Daily people talking about this: 158.7% increase
Total reach: 1,290% increase
New Likes: 556.7% increase
Engagement: 90.78% increase
The last leg of the Share & Shop was the Rewards Shopping Spree, a one-day-only special for Lingeristas. The storewide 40% discount pulled in swarms of women who were eager to get their hands on the amazing offer, a reward for all their sharing throughout the Facebook campaign.