| Title | LIKEABLE DISCOUNT |
| Brand | TRENDSBRANDS.RU |
| Product/Service | TRENDSBRANDS |
| Category |
A05. Use of Real-time Data |
|
Entrant
|
Y&R Moscow, RUSSIA
|
|
Idea Creation
|
Y&R Moscow, RUSSIA
|
|
Media Placement
|
MINDSHARE Moscow, RUSSIA
|
|
Additional Company
|
FOCUS FILMS MOSCOW, RUSSIA
|
Credits
| Federico Fanti |
Y&R Moscow |
Executive Creative Director |
| Marco Cremona |
Y&R Moscow |
Executive Creative Director |
| Luis Tauffer |
Y&R Moscow |
Executive Creative Director |
| Jaime Mandelbaum |
Y&R Europe |
Chief Creative Officer |
| Anna Paralyush |
Y&R Moscow |
Creative director |
| Tatiana Vasilieva |
Y&R Moscow |
Senior Art Director |
| Margarita Zagoskina |
Y&R Moscow |
Art Director |
| Erkin Bekmirzaev |
Y&R Moscow |
Senior Copywriter |
| Oleg Tumanov |
Y&R Moscow |
Copywriter |
| Anna Afendulidi |
Y&R Moscow |
Senior Account Manager |
| Igor Erasov |
Y&R Moscow |
Designer |
| Irina Averina |
Y&R Moscow |
Designer |
| Nadira Filatova |
Y&R Moscow |
Designer |
| Egor Kasatsky |
Y&R Moscow |
Animation designer |
| Yana Seredenko |
AdService |
Producer |
| Mikhail Ovsyannikov |
AdService |
Animation designer |
| Valentin Borisevich |
AdService |
Sound engineer |
| Katya Zhavoronkova |
Focus Films |
Producer |
| Polina Rezer |
Focus Films |
Assistant producer |
The Campaign
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 uses real-time data from social networks and 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%.
Due to its innovativeness and interactivity, the activation generated a huge buzz around it not only in social media but in traditional ones as well.
Thanks to the creative interpretaion of social networks data, in less than, in less than 1 month we reached over 1,5 mln people online. Thanks to the buzz about the activation, we 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!
Leveraging the data from people’s social media accounts we’ve transformed the number of likes into the figure of discount in real time.
We treated each like in social network addressed to the selfie involved in our activation as a piece of data that can be interpreted in two ways.
Firstly, we helped our customers to leverage real-time data in order to understand whether each particular item they’ve picked-up in the store fits them based on the number of likes collected.
And secondly, we used the same real-time data to take the decision on how to incentivize each particular shopper for that exact promotion among his friends. The more likes shopper gets during a limited time – the more input he brings in store promotion & the more chances that his/her friends will visit the store sooner or later. So that the higher discount he gets the more his friends are involved into the activation.
As we were targeting to millennials, who spend most of their life online, we got the immediate response not only from them but from all their friends as well.