Superdry looks to drive social brand

UK fashion retailer, Superdry has teamed up with Facebook preferred marketing developer, One iota, to develop a Facebook application to celebrate its autumn/winter 2012 collection. The bespoke mobile-optimised Facebook app,

which will run throughout October, will give one of the brand’s 600,000 Facebook fans the opportunity to win a year’s supply of t-shirts for them and two friends.

The aim of the campaign is to drive social media awareness for the brand in preparation for the crucial Christmas period, as well as build upon the retailer’s customer engagement. To maximise viral activity, collating and processing the profile data the app is integrated with Facebook’s Social Open Graph and has been optimised for smartphone devices, so customers can access the app on the move.

Carl Halford, Global Social Media Manager for Supergroup said: “We’ve been very impressed with One iota for its creative approach, quick turnaround and versatile technology. We are confident that this application will help us grow our audience and truly drive our customer engagement in the run up to the busy Christmas period.

“In the long term we believe it will extend our existing fan base and grow our captive audience on Facebook. The real-time online technology will also deliver a quick and positive return on investment from the campaign.”

One iota CEO Damian Hanson, added: “We’re delighted to be working with Superdry on this exciting campaign. The One iota technology can deliver a level of user interaction and engagement that will allow the Superdry marketing team to better understand their customers through the rich consumer profile data available on Facebook.”

The Superdry application is One iota’s most recent success, the marketing developer has also produced multi-channel solutions for Footasylum, Jaeger, and Very.co.uk.