Reebonz Uses Social Contest to Increase Reach, Engagement
Reebonz.com is Southeast Asia and Asia Pacific’s leading luxury e-commerce marketplace platform. The retailer carries over 500 brands and 100,000 luxury items with a brick-and-mortar presence in Australia and pop-up shops in Singapore.
“Our vision is to give our customers more by making luxury accessible, made possible today with a trusted and easy platform for customers to buy and sell the widest range of luxury,” says Sharanjit Kaur, senior manager, global marketing at Reebonz.
The marketplace offers consumers access to the most popular trends and styles, as well as carefully curated items from luxury fashion boutiques from around the world. Reebonz gives customers two options:
- The Reebonz Closets mobile app, which is more of a DIY selling platform.
- The White-Glove seller program, which offers a full-serviced, concierge-like selling experience for users.
“Our marketing campaigns aim to create brand awareness that Reebonz is at the center of all their luxury needs, be it buying or selling,” says Kaur. “We operate as an ecosystem and provide value-added services, all on a single trusted platform.”
Reebonz is a global company, delivering to customers in more than 20 countries. So how does a global e-commerce retailer differentiate itself to consumers on noisy social media platforms, especially during the holidays?
Reebonz took on this challenge with its first-ever holiday campaign, #ReebonzClaus Gift-a-Day giveaway. To participate, Reebonz’s followers on Facebook or Instagram completed the following sentence: "Dear #ReebonzClaus, I wish to win today's gift because …"
Each day, Reebonz would pick a winner based on the most creative and authentic response, and then announce the winner on its social media platforms. The prizes awarded featured Reebonz’s most prestigious and popular luxury brand handbags from Fendi, Givenchy, Prada and more.
The goal for Reebonz was to drive one-to-one connections with its customers on social media. Within 25 days, the program saw a huge increase on engagement across all social channels: 18,500 consumers participated, resulting in 5,000 social shares and an organic reach of 2.6 million.
“Given the geographic diversity of our customer base, we wanted to provide a shared experience for our community,” says Kaur. "It was truly a global campaign with members from the U.S. to Singapore to Australia and beyond participating to win something special each day.”
Kaur says Reebonz has plans to continue engaging with consumers on social media by leveraging influencers and data.
“With data being one of the business’ strength, continuous analysis of trends helps us understand the purchase intent and better engage with our customers,” explains Kaur.
For retailers looking to connect with consumers on social media in an authentic and engaging way, Kaur has the following advice:
- Create a platform that generates engagement with followers and ensures two-way communication.
- Ensure sustainability in the business frontier and always innovate to improve your processes.
- Always benchmark against the best in the industry and never be complacent with what you have achieved.