THE STRELLSON LIKE SHOP

ClientSTRELLSON
Category A04. Consumer Durables
TitleTHE STRELLSON LIKE SHOP
Product/ServiceSTRELLSON LIKE SHOP
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Production ASTRAL KREATIV Munich, GERMANY
Additional Company STUDIO GIESING Munich, GERMANY
Credits
Name Company Position
Alexander Schill SERVICEPLAN GROUP Global Chief Creative Officer
Hans-Peter Sporer SERVICEPLAN GERMANY Managing Creative Director
Luitgard Hagl SERVICEPLAN GERMANY Creative Director
Shari Bremer SERVICEPLAN GERMANY Art Director
Bjoern Koebe SERVICEPLAN GERMANY Conceptor
Malte Guestrau SERVICEPLAN GERMANY Copywriter
Julian Rinnewitz SERVICEPLAN GERMANY Account Director
Katrin Eberbach SERVICEPLAN GERMANY Management Supervisor
Hagen Fiedler Astral Kreativ Digital Executive Creative Director
Malte Bender Astral Kreativ Technical Director

Background

Digital natives are sharing their food online. And they buy fashion online – not in retail stores. And only if their facebook friends like it. Because likes are the new currency. But so far they couldn’t actually buy anything for it.

Describe the strategy

Gen Y, the real digital natives, are a target group every cool brand strives to adress. But they are so picky and hard to reach. They are banner blind, don’t watch TV and gerenally avoid classic advertising. They like to present themselves on social media, share ideas online and react to word of mouth more than to any other kind of communication. So why not give them a platform to present their good taste in fashion – and make them multipliers for our brand. We use their need of self-representation as word of mouth for the new collection at the same time. With the Strellson Like Shop we made eCommerce as social as it gets.

Describe the execution

We launched the new Strellson Spring-/Summer collection 2018 exclusively at the Strellson Like Shop. All you had to do to get one of the new styles: Generate a personalized post with your favourite look, share it on facebook and collect your friends’ likes to pay for it. A suit e.g. cost 350 likes. With the Like Shop every client became a multiplier – and every post was free advertising for the Strellson brand and the new collection.

List the results

Within two weeks, about 23,000 men (and 2 women) all over the world took part and accumulated 519,472 Likes. That equals about 2.6 million euro in earned media. The Like Shop received worldwide press coverage in more than 40 countries. In the target group of male millennials the brand awareness increased by 37%. And what we liked the most: the Like Shop was completely sold out within the first two weeks.