Knowing that Snapchat is one of the fastest growing social platforms, especially for marketing, Brazilian fashion retailer Hering used it as the place to host a Black Friday promotion.
The 'SnapBlackFriday' campaign shared videos of clothing for couple of seconds alongside a discount sign. Snapchat users who were quick enough to screenshot the images—which only appear for up to 10 seconds on Snapchat—were able to see special codes that could then be applied to provide discounts on items from the store's online shop.
This highly engaging Snapchat campaign was so successful, it helped to increase the Hering brand's annual sales by 17%. An ephemeral campaign like this one that requires social media users to act fast is the perfect way to play off of a consumer's fear of missing out.
Social Screenshot Coupons
Hering's Black Friday Promotion Used Snapchat to Offer Special Deals
Trend Themes
1. Ephemeral Promotions - Capitalizing on consumers' fear of missing out, businesses can use short-lived promotions on social media platforms to drive engagement and sales.
2. Screenshot Coupons - Offering special discounts to social media users who quickly screenshot promotional images or videos is a unique way to create a sense of urgency and drive sales.
3. Social Media Marketing - Using fast-growing social media platforms like Snapchat to host engaging promotional campaigns can significantly increase a brand's sales and visibility.
Industry Implications
1. Fashion Retail - Fashion retailers like Hering can use ephemeral promotions and screenshot coupons on social media platforms to cultivate engagement and drive sales.
2. E-commerce - Businesses in the e-commerce industry can harness the power of social media marketing and ephemeral promotions to create a sense of urgency and drive sales.
3. Marketing - Marketing firms can work with businesses across industries to create engaging social media promotions and strategies that take advantage of the power of screenshot coupons and FOMO.