Locked and Liked
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Coat hangers display real-time ratings of consumers' most Liked clothes in Brazil
In 2012, clothing retailer C&A in Brazil created clothing hangers fitted with digital displays that showed how many Facebook Likes an item of clothing had gathered. The brand’s new Fashion Lock campaign, in conjunction with DM9DDB, São Paulo, has injected a little digital urgency into that concept in order to launch a collection created by Calvin Klein designer Francisco Costa.
Ahead of the official launch, C&A’s Brazil flagship store displayed five exclusive samples from the Costa range placed on Facebook-connected hangers that were fitted with locks, preventing the clothes from being removed.
In order for fashion fans to get their hands on the garments, they needed to head to a C&A Facebook app where they saw a selection of the locked clothes. Clicking Like on an item increased the digital number on the relevant hanger and, once a pre-determined number of Likes had been reached (effectively a combination lock), anyone who had Liked an item received an email featuring an image of a key and a QR code.
It was then a race to be the first into the store where they could have their QR code scanned by a reader built into the display unit in order to unlock the hanger and win the clothing.
Results / The agency reports that, in just five days, the campaign saw 99,532 page views with an average dwell time of three and a half minutes. There were over 3,000 Likes and the C&A Facebook page saw an increase of 7,152 fans. All the clothes were unlocked.
Contagious Insight /
When we covered C&A’s Facebook hangers back in 2012, we thought it was a smart way of turning the Like into a form of in-store social proof - nudging people into buying clothes by highlighting their popularity.
The Fashion Lock campaign activates that initial idea in a far more direct way.
By incentivising Facebook users to hit Like in order to win a free (and unavailable to purchase at the time) garment, C&A still benefits from the wider awareness that will ripple through those people’s newsfeeds as their friends see the initial Like. This allows those living in cities away from C&A’s flagship store to be reached by a campaign they themselves may not have participated in.
The email then has the potential to drive footfall into the store where, even though they may not win the Costa clothing, someone may be tempted to purchase while they are there.
It’s a nice tactic to send the email to everyone who participated, ensuring that as many people as possible will be tempted to head in store, not just the person who provided the Like that unlocked an item.
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