In a bid to transcend the traditionally tricky trading period between Christmas and New Year’s Eve, British footwear brand Miista launched a ‘Like-to-Lower’ discounting concept on Instagram (25-28 December 2015).
Prices dropped in accordance with the number of fans that ‘liked’ key items, triggering significant engagement. The whole campaign, despite its fleeting appearance, garnered 14,000 ‘likes’, generating price reductions of up to 45% by the final day, with the brand experiencing a 50% increase in traction on Instagram and a 25% increase in traffic to its site.
It’s not the first time the brand has toyed with social-media-driven sales concepts – its 2012 ‘Cheaper with a Tweet’ initiative linked discounts to users’ Klout Scores (a service that measures online influence). ‘Higher grade’ influencers who retweeted Miista’s promo received a bigger discount than ‘standard tweeters’. However, the more traffic generated overall, the lower the price fell, incentivising mass involvement and creating discounts of 80%.
The viral buzz increased Miista’s unique users per day more than tenfold – 62% of those who visited the site during the promotion had never done so before, demonstrating huge potential for new customer acquisition.
While both campaigns propelled notable sales uplifts, Miista told Stylus it intends to focus on Instagram for future promotions, deeming it more suitable as it “[expresses] the personal style of users” – subsequently building a faster allegiance.