For most of us, friends and relative’s appreciation is crucial in making any choice. So what if a retailer could turn a selfie into a way to pay less for this… While driving awareness of its collections and drive traffic in stores.

We started from a simple tutorial video where we offered shoppers to share their selfies in exchange for discount.

Choose something in the Trends & Brands store, try it on, make a photo and publish your selfie with a hashtag. Collect likes from your friends and in the following 15 minutes exchange each like for 1% discount until a maximum of 40%.

We announced this opportunity in T&B OWN media only: Social Networks, Site, YouTube and in T&B stores (Facebook – 61,5k followers, Instagram – 16,8k followers, Vkontakte – 41,3k followers).

Selfies shared by happy shoppers created a huge WOM across their friends.

WOM was so strong, that fashion media paid attention at the unusual sale. Thus we get PR wave that dramatically influenced further and further WOM and participation and created buying craze at the last days of the campaign.

we increased in-store traffic by 50%

we became a trending topic in Moscow

we reached 1.5M people thanks to own and earned media only: Social Media, PR, In-store media value

and we hope it made many shoppers happier