Loyal customers could be a good promoter


Yuika Ogawa


This week, we learned about social media marketing using Instagram. Instagram is a good tool for companies to advertise their products by posting photos of them. However, promoter is not only company itself. I found a successful marketing example that showed the customers could be a good promoter in Instagram.

Friskis&Svettis is a non-profit organization of Swedish origin aiming at providing various forms of exercise. The company noticed that people would like to take a picture of oneself in sports gym. Then, they hit on a good idea using those slfies which could be advertisements. They made 2,700 T-shirts with a logo and image of Friskis&Svettis which were flipped horizontal in order to allow people read them reflected in the mirror, and provide that T-shirt for the customers who often came to gym for free. In spite of giving it for free, they asked customers to take a photo of themselves with wearing it and post that photo on Instagram with some popular hash tags like #GYM and #FITNESS.



This promotion made a great effect on Instagram. A lot of selfies wearing the T-shirt of Friskis&Svettis were posted and these spread out. Also, these posts were known to people who were not a member of Friskis&Svettis but interested in exercising at gym because of hush tags. Thus, Friskis&Svettis succeeded to appeal their value to the potential customers.




Like this example, not only company itself but also customers could be a promoter in social media marketing, and in that case, the advertising by customers could be much more effective than one by company. Being able to involve the customers is an advantage of social media marketing. If company understands how their customers behave and what they love to do like Friskis&Svettis knew their customers like selfie, they would make a great success using SNS.


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