C&A wanted to build engagement with customers and awareness about the brand among potential customers. C&A knew that women often valued the opinion of friends when choosing clothes and wanted to use Facebook so customers could get opinions from all their Facebook friends at once.
The new C&A collection was published on its Facebook page and consumers could ‘like’ the items they preferred. The likes were then counted in real time and appeared on special hangers across the store so customers in store could see how popular an item was before purchasing it.
One week before the launch of the C&A Mother's Day Collection, a preview of 10 clothing items was displayed on the brand's Fan Page. Together with each item, a 'like' button enabled internet users to choose the item they liked the most.
On the day of the launch of the collection, all the items were displayed in the C&A concept store on special hangers that featured LCD displays registering how many 'likes' each item had received.
The collection continued to receive votes on the fan page and each 'like' would count for another vote on the hanger, in real time.
Advertisements on Facebook helped to create buzz about the application and the initiative went viral in record time.
Total times the subject was mentioned: 7,011
New fans between April and May: 82,510
Views on 'Fashion Like' tab: 53,674
Video views (YouTube): 65,273
Blog posts, sites and content gatherers: 1,682
Research results on Google: 1,050,000