Last week, to strum up excitement for its e-commerce relaunch in the U.K., Uniqlo debuted an interesting twist on the Groupon-inspired trend of group buying and social shopping. People who visited the Lucky Counter site could choose from 10 items they would like to see discounted at the Japanese retailer’s online store. Clicking on an item resulted in a pre-written Tweet; the more an item was Tweeted, the steeper the discount climbed. The campaign, which relied solely on Facebook and Twitter to generate interest, proved so successful that Uniqlo was a trending topic in the U.K.
Uniqlo nailed this promotion by focusing on quality over quantity (Uniqlo_UK has fewer than 5,000 followers on Twitter) and providing a tangible incentive for users—two recommendations from our Social Media Checklist. The brand was able to leverage its small Twitter fan base into a powerful army that spread awareness while circumventing Twitter’s paid-ad model, proving a little creativity can go a long way.
Photo credit: uniqlo.com/uk/luckycounter