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The tweet smell of success

Miista’s innovative social network campaign gives Twitter users a discount for tweeting about its products.

One of the biggest challenges for any new brand is reaching and building a customer base. Footwear brand Miista has come up with a new innovative social networking campaign to do just that.

Looking to build brand awareness, Miista has launched a Twitter campaign called Cheaper with a Tweet, giving customers the opportunity to reduce the price of a product by tweeting about it. The size of the discount depends on the tweeter’s influence. To determine this, Miista uses Klout, which measures a user’s influence across social networks.

Its scoring system works by looking at the reach of a user and the number of people that are influenced by that individual’s tweets, and either respond or share them. It also analyses the network of that individual – who are their followers and how much influence do they have themselves?

Laura Villasenin, founder and chief executive of Miista, explains how the discounting system works: “The average user will have a score between 10 and 20 (we give a 1% discount for a tweet).

A medium-sized blogger will score around 40 to 50 (3% to 6%). Fashion blogger Susie Bubble scores in the 60s (a 14% discount). Lady Gaga will be in the 80s (a 70% discount). The discount applies to everyone, not just the person who tweeted. We didn’t want it to benefit only the popular users.”

The campaign is an ideal way to introduce a new brand to a large audience without incurring the costs of traditional advertising, and the results show just how successful it’s been. Miista has increased its unique users per day more than tenfold since the campaign launched, with 62% of these visitors never having visited its site before. The average time spent on the site is also up from around three minutes to over eight. Pages per visit are up from 2.5 to 5.2.

Following the success of Cheaper with a Tweet, Miista plans to use social media as part of its future strategy and as the campaign proves, social media is a great way for new brands to reach a large, new customer base. 

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