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Berghaus engages with customers through Facebook

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Outdoor clothing and equipment specialist Berghaus is looking to increase its engagement with customers through a new social media initiative that launched at the end of last week.

As part of its ‘Live for Adventure’ global brand campaign, which depicts Berghaus athletes experiencing various adventures, the company is encouraging its Facebook followers to share their outdoor adventures online.

Motivated by the opportunity to win a number of prizes, consumers can use a newly-designed Facebook app to upload relevant images onto the social network’s Berghaus page.

Prizes will be awarded every fortnight for eight weeks to the best entries, with winners receiving £250 worth of equipment from the retailer. There will also be second and third-placed prizes of a digital camera and Berghaus rucksacks.

Digital marketing agency Code Computerlove created the Facebook app for the retailer.

Berghaus’ Global Brand Manager Joanne Scott said: “The new social media campaign is a great way for us to engage with our existing 9,000 Facebook followers and attract more people to join our online community.

“A number of our followers were already uploading shots of themselves and sharing information on their climbs, walks and outdoor activities with the Facebook group.

“As part of our brand ethos to inspire more people to get outdoors and experience their own adventures, we decided to add this new incentive.”

Facebook and other social media platforms are increasingly being used by retailers to promotes their brands and engage with shoppers, although there is still much uncertainty over measuring return on investment in these channels.

There are currently a number of traders, including e-tailer Asos.com, which sell products through Facebook pages, but the site is primarily being used by businesses for marketing purposes while they await further analytic tools to help gauge the success of social media campaigns.

Youth fashion brand Republic recently temporarily set up a virtual mirror in its new Westfield Stratford City store in London, which allowed shoppers to take pictures of themselves wearing new outfits before sharing them on the company’s Facebook page.

Speaking at the time of the trial, Head of Multichannel at Republic Jo Molineux said: “The continued strategic investment in our multichannel offering reflects our commitment to put our customer at the heart of the brand.

“MiMirror embraces the fact that shopping is a social activity and makes it easier for customers to share their experiences.”

Published on Monday 31 October by Editorial Assistant

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