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Warehouse works a treat

Keely Stocker

The retailer’s social media campaign, WareStyleTreats, raises brand awareness by handing out gifts to fans

The retailer’s social media campaign, WareStyleTreats, raises brand awareness by handing out gifts to fans.

The majority of fashion retailers are now active on social media websites but are still looking for ways to make this platform work for them to drive sales and brand awareness. Warehouse’s latest campaign has definitely had an impact.

The Warehouse social media campaign, WareStyleTreats, was launched on July 4 and works by providing fans of the retailer with daily ‘treats’ via either Facebook or Twitter. Customers have to be actively a fan or a follower of Warehouse on these sites in order to qualify.

Dedicated followers: a winner each day is chosen from Facebook and Twitter fans

Dedicated followers: a winner each day is chosen from Facebook and Twitter fans

Warehouse randomly picks one person each day to give a treat to. Treats so far have included Warehouse vouchers and products. The womenswear retailer has also collaborated with beauty brands including Elemis and Barry M, which have supplied gifts for the campaign.

The interesting thing about this campaign is that the retailer has not promoted it in the press but has, instead, let the social media sites do the talking. Warehouse wanted to see how these numbers could grow organically without any advertising or marketing. While this meant the initial uptake was small, by day nine Warehouse experienced a tipping point where followers began to interact much more.

The campaign was planned to last for 31 days as Drapers went to press, and at the time of writing Warehouse had already seen its Facebook fan numbers rise by 4.5% and its Twitter followers by 20%. On Twitter, Warehouse followers are retweeting the messages about treats and talking to others about the possibility of getting them, all of which creates brand awareness and customer loyalty.

Another brand that has seen success via social media recently is Pretty Green. However, in this case the brand is not directly involved. A fan set up a Facebook page called the Pretty Green Swap Shop on which customers can sell or exchange Pretty Green product as well as post photos of themselves. While not transactional, it is another way of reaching out to potential new customers. 

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