Russia is facing the biggest economic crisis ever. Double-digit inflation and falling real incomes are influencing people to cut down their spending. As a results, retail companies lose their customers dramatically. And while the huge international clothing brands can survive thanks to the scale of their business and their communications, small and medium local companies suffer significantly. That means that they should be smarter to be noticed. Especially if their target audience is the young people, who do not earn much.

In our campaign the challenge was to find a relevant, effective and, what is the most important, cost-efficient way to attract attention of young people to the small local clothing brand. Primary objectives were to raise brand awareness and its shops among target audience, convert current shoppers into the buyers and increase the number of new customers, leveraging the only media we could afford – social networks.

When buying clothes we are often in doubts and the opinion of our peers is crucial in making the right decision. Unfortunately, with the hectic life we lead, we can't bring our friends for shopping with us all the time.

Introducing Likeable Discount: the first discount system that uses real-time data from social networks and gives a new value to your friends' appreciation.

The mechanics is simple: go to the changing room, try what you like, take a selfie and upload it to your social network. In the following 15 minutes collect as many likes as you can, each like equals 1% discount up to a maximum of 40%.

Due to its innovativeness and interactivity, the activation generated a huge buzz around it not only in social media but in traditional ones as well.