Strellson Like Shop. The first fashion webshop where you could pay with likes.
Strellson AG
Issue 47 | June 2018
Agency
Serviceplan Campaign X
Creative Team
Chief Creative Officer Alexander Schill Executive Creative Director Hans-Peter Sporer Creative Director Luitgard Hagl Art Directors Shari Bremer, Bjo¨rn Ko¨be Copywriter Malte Gu¨strau Account Director Julian Rinnewitz
Production Team
Digital Agency ASTRAL, Munich, Germany Digital Creative Director Hagen Fiedler Technical Director Malte Bender
Date
July 2017
Background
Digital natives are in constant pursuit of likes. They post up photos of their food, they share photos of their latest purchases and that’s because likes had become a social currency. The one thing no-one had ever thought of doing before, though, was turning likes into an actual currency that could help buy stuff.
Idea
To promote the launch of their new Spring/Summer 2017 collection, Strellson opened a completely different kind of e-shop, the world’s first fashion webshop where visitors could pay with the actual Facebook likes of their friends.
At The Strellson Like Shop, shoppers uploaded a picture of themselves and mocked it up with their favourite outfit from the new collection. Then they shared the mock-up on Facebook and collected the likes of their friends to pay for the outfit.
Results
Within two weeks, about 23,000 men (and 2 women) all over the world had taken part and accumulated 519,472 Likes. That equalled about 2.6 million Euros in earned media. The Like Shop received worldwide press coverage in more than 40 countries. In the target group of male millennials, brand awareness increased by 37%. And what they liked the most: The Like Shop had completely sold out within two weeks.
Our Thoughts
Suddenly everyone has become aware of the value of their data and the smart marketers are admitting as much to their customers. This is Strellson saying we know that you know how lucrative you are to us but we also know that you know that that’s okay, provided you acknowledge our worth.
That’s what they are doing here, acknowledging the worth of their fans and followers but gamifying it. It’s a competition to see who has the most influence on Facebook, who can get the most likes fastest.
It’s a very clever idea because it is so knowing.