Fans receive exclusive offers in exchange for encouraging people in their own social networks to buy from the retailer via social media. The mechanic aims to encourage participants to drive word-of-mouth for Oasis with the prospect of opening up more offers and deals the more they share.
Referrals for the high-street chain are captured through a link to a bespoke hub, developed by social commerce business Buyapowa, to keep track of how much fans are sharing online. The fan that connects the retailer to the most people is rewarded with a new coat of their choice from its latest winter collection.
Oasis’ attempt to turn social buzz into sales is the first in a series as it looks to grow its customer base in the fiercely competitive high-street fashion market.
The retailer says social is an “integral part” of its business strategy to put in place an omni-channel retail offering. Recent social campaigns include an Instagram takeover with brand ambassador Mollie King, as well as a global image sharing competition to find its next Sunday Girl model, which had over 1,000 entries.
The investment comes amid a wider swell of social media activity from the fashion industry. Marc Jacobs replaced models with social media fans earlier this year in ads for its Fall 2014 collection, following a global casting call on social media. Elsewhere, Burberry has been testing the “buy” button on Twitter to convert its social media footprint into sales.