| Title | LIKEABLE DISCOUNT |
| Brand | TRENDSBRANDS.RU |
| Product/Service | TRENDSBRANDS.RU |
| Category |
C03. Use of Social Platforms |
|
Entrant
|
MINDSHARE Moscow, RUSSIA
|
|
Idea Creation
|
MINDSHARE Moscow, RUSSIA
|
|
Idea Creation 2
|
Y&R Moscow, RUSSIA
|
|
Media Placement
|
MINDSHARE Moscow, RUSSIA
|
|
Production
|
FOCUS FILMS MOSCOW, RUSSIA
|
Credits
| Pierre Mahias |
Mindshare Russia |
Strategic Director |
| Dmitry Tarnovsky |
Mindshare Russia |
New Media Invention Director |
| Tatiana Uschenko |
Mindshare Russia |
Senior Invention Manager |
| Vladimir Maklakov |
Mindshare Russia |
Head of Social and Special Projects |
| 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 |
Art Director |
| Margarita Zagoskina |
Y&R Moscow |
Art Director |
| Erkin Bekmirzaev |
Y&R Moscow |
Copywriter |
| Anna Afendulidi |
Y&R Moscow |
Senior Account Manager |
| Ruslan Medved |
Rambler & Co (R.Point) |
Executive Director |
The Campaign
For most of us, friend and relative’s appreciation is crucial in making any choice. So what if we could create a fashion show by bringing friends and relatives with us, when we are shopping?
Creative Execution
Try something, share your selfie … and in the following 15 minutes each like you received on Instagram equals 1% discount up to 40%. Everybody wins… Spending less for shoppers, more traffic and awareness for Trends Brands and thousands of small fashion designers get their fashion show in Instagram with a media budget… close to 0.
In less than one month we reached +1.5M people online, get more than 50% incremental traffic in-store and generated +20% additional sales over two months. And moreover we developed a model that seems to open doors for thousands of young brands and designers to compete with fashion brands giants. The model that seems to change the fashion industry radically.
In Russia, mobile users spent 70% of their mobile internet in social networks. And Instagram is becoming their most preferred platform – with nearly 20 million users. And half of the pictures they share are… Selfies. How an apparel retailer who works with small fashion designers could grow its sales based on this medium?
Insights, Strategy and the Idea
Objective was to make the remaining 5% purchasers to bring back the 95% who stayed home, and incentivize shoppers with discounts to help Trend Brands stores to drive awareness of the new collections and fashion designers.