We are at the beginning of social commerce. No one has got it right yet and no one will earn millions from it straight away. Much like when e-commerce began, companies are still trying to figure this new commercial channel out. Where does it fit in to to their current commercial model? How do they do it?
Today Lynx launched a social commerce campaign in order to launch it’s new unisex brand on to the UK market. Brands would do well to look at how Lynx have approached this. They have recognised that the currently, Facebook is not the place to do your entire weekly shop. They have set up a commercial campaign that is not designed to compete with its retail sales, but instead, add value to it’s core consumers and start talkability about the product launch.
The key insight here is that Facebook is the place where your brand mavens go to connect with you. These are the biggest fans of the brand. There is a distinctly different commercial paradigm with them, than there is the casual consumer. Here they have used the channel to sell a limited run of the new brand ahead of it being launched into the general market. 100 cans of deodorant to the first 100 people to buy.
It wont make money. It is not about making money at this point. It is about reaching out to this core of consumers and getting them to make a commercial transaction with their favourite brand on a socially connected platform. This campaign is the embryonic beginnings of Lynx’s social commerce strategy.
You might note as well, that they did not get to this point straight away. The page is engaging and is filled with apps and competitions. The vast number of followers and reasonably heavy page engagement show that there is a solid base of social media marketing from which this commercial strategy has been launched.
Good work Lynx and relevant agencies and partners.
Now where is my credit card?