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Keep those fans coming

Two retailers have launched Facebook campaigns that engage existing customers and lure new ones

Last week’s Walpole conference, organised by the not-for-profit trade body that promotes luxury businesses, confirmed that many firms still need to build a strategy behind their social networking initiatives as a way of listening to existing customers and finding new ones. Two retailers this month launched Facebook campaigns that aim to do just that.

Ted Baker’s campaign is inspired by the lifestyle brand’s autumn 11 collection, ‘It’s Rutting Season’, which is built around heritage pieces with a countryside feel. Store shoppers are invited to take part by trying on items from the collection and having their picture taken with a stag or doe mask to complete the look. Customers are then invited to visit Ted Baker’s Facebook page and tag themselves on their photo with the aim of generating as many ‘likes’ as possible. The looks with the most likes from each store location will win £500 to spend with Ted Baker.

Ted Baker has enlisted the help of several fashion bloggers for its campaign. Les Garçons de Glasgow, SaraLuxe and Mademoiselle Robot are  each turning photographer for the day (in different Ted Baker stores), using Instragram to take pics of customers.

Young fashion retailer Lipsy is also using Facebook for its ‘Pixie for Lipsy’ autumn 11 campaign. Golden tickets are being given to customers with all Lipsy purchases (both in store and online) offering the chance to win a prize. Customers are then invited to visit the retailer’s Facebook page to see if they have won. They can also invite three friends to enter the competition, extending Lipsy’s reach.

Both initiatives show how social media can be incorporated into a multichannel campaign. They drive customers from the store to Facebook pages and then give them a reason to ‘like’ the brand page. Not only does this give customers a feeling of being rewarded for brand loyalty, it inspires them to share their experience. 

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