When buying clothes we are often in doubts and the opinion of our peers is crucial in making the right decision. Unfortunately with the hectic life we lead, we can't bring our friends for shopping with us all the time.

Introducing Likeable Discount: the first discount system that gives a new value to your friends' appreciation.

The mechanics is simple: go to the changing room, try what you like, take a selfie and upload it to your social network. In the following 15 minutes collect as many likes as you can, each like equals 1% discount up to a maximum of 40%.

We started from a promo-video placed on Youtube on the 29th of February and on the brand pages in different social networks (Facebook – 61,5k followers, Instagram – 16,8k followers, Vkontakte – 41,3k followers) that generated the first wave of people coming to the store to participate in the activation.

In the stores they saw simple instructions placed on mirrors: go to the changing room, try what you like, take a selfie and upload it to your social network. In the following 15 minutes collect as many likes as you can, each like equals 1% discount up to a maximum of 40%.

As soon as shoppers started to share their selfies in social networks to collect the likes and get the discount, their friends wanted to get the discount as well. The project became self-driven pretty quickly and in just one month of the promo we reached 1,5mln people on-line.

Due to the fun this initiative was immediately swooped up by young audience. In less than 1 month we reached over 1,5 mln people online. e became the most trending topic among Russian millennials – two highest rated TV channels for young people reported about the promo as well as dozens of fashion and city life web-recourses and popular bloggers also. Most of all, despite the economic crisis in Russia, we increased in-store traffic by more than 50%. Pretty remarkable for a ZERO budget campaign!