Increase social engagement with choice- mechanism (Social War #15)

Different companies show that it is possible to increase your online engagement by facing your followers with a choice. This week in our Social War research we discuss Miss Etam, G-Star Raw and Lacoste. We show how they boost their PTAT with over 300% by interacting with their followers on Facebook. Read more here on how to realize an engagement increase of over 300%.

Force a choice
Our weekly Social War research shows that multiple brands have raised the engagement with their followers by simply providing them with a choice. This increases the interaction, the amount of Facebook likes, Facebook shares and Facebook comments and with that the PTAT grows quickly. Everybody likes to have a choice every once in a while.

– In our Social War measurement of  February 2015, Miss Etam shows an increased  PTAT of +167%
– In our Social War measurements of February and March 2015, G-Star Raw shows an increase in their PTAT of 76% to 212%
– In our Social War measurement of December 2014, Lacoste takes the lead with a PTAT increase of  +389%

Miss etam

Miss Etam
The fashionable, sound and truly dutch Miss Etam asks their followers to choose between three outfits. They do so by letting their followers choose from one of their Facebook Interaction options. As Miss Etam fan you get the option to share, like and respond to your favorite outfit. In February, this brings Miss Etam 2.887 likes, 418 shares and with that a PTAT increase of 118%.

Next to a high engagement, this makes for a brief presentation of the new collection. This gives Miss Etam direct feedback from their fanbase.


The Dutch jeans brand G-Star Raw provides their followers with the choice between tight or wide jeans with the campaign #tightorwide.  As a fashion brand it is important to be relevant, so you want to stand out. Engagement is very important in this, as it is the fans who make or break the campaign. It is the combination of the interest of your target group and a simple choice that touches the core of your followers. Every target group needs a different approach. Leaving the choice to their followers, brings G-Star 1.052 likes, 44 comments, 44 shares and a PTAT rise of 118% in February 2015.

The Hashtag Tightorwide shows the new collection in a powerful way. This season G-Star is clearly working with extremes. Supertight as well as renewed wide. By engaging the fans, the story is told through them.


That the luxury segment also likes to be faced with a choice, is something that is shown by Lacoste. On Facebook Lacoste offers you the opportunity to pick the favorite present for your mother. Lacoste asks you the question of what will make your mother happy this summer. A purse, a sweater or a fragrance. And this choice isn’t doing the brand any harm. Lacoste has the very best score with their ‘Facebook choice post’. It brings them 1.631 likes, 57 comments, 66 shares and a PTAT rise of +389%!

It is a very simple way of creating engagement with your followers. It’s all about communicatin with your fans and letting them wear out your brand and message at the same time. With their very own personal touch. This all through likes, shares and comments. Everything adds to increasing your PTAT on Facebook. By asking a simple (multiple choice) question, your fans change into your own online marketing bureaus. Dare to open up your brand for your followers and your fans will do the rest themselves.

Choice-mechanism work very well as they turn a new item to a request for input. This is a win win situation in a few different ways:

– Collection & items brought to the attention
– Broadness of the collection is shown
– Interest in fans
– Increase in readers, by interaction.
– Feedback directly from your customers.


Like to keep up to date?
IIZT regularly posts findings from our Social War research. Stay posted and send your email address to or call us at +3120 693 31 31

Social War is an ongoing research by IIZT on over 70 worldwide fashion brands. It signals the do’s and don’ts for brands on Social Media. Everyone in the communication business talks and blogs about social media. We provide you with the facts, so we can learn from each other. Pass the hype, it is the new mainstream.

IIZT Amsterdam has been the market leader for 13 years regarding communities, branding and interactive communication.  We have worked with adidas, KLM, H&M, Mitsubishi, Miss Etam, T-Mobile, UGG, G-Star, Livera, Hart.volgers, Respectance, Villa Arena, Defensie, Men at Work, Cliniclowns etc.

Would you like to know more about your opportunities and how you can put your brand in a surprising new daylight? Or would you like to know how to generate even more attention from your target group? Call Richard Derks +3120 693 3131 or mail to

De hype voorbij, het is de nieuwe mainstream
IIZT publiceert regelmatig findings uit het Social War onderzoek. Blijf op de hoogte en stuur je e-mail naar or of bel ons op 020 – 693 31 31.

Social War
Social war is het ongoing onderzoek dat IIZT doet onder meer dan 70 modemerken wereldwijd. Het signaleert de do’s en de dont’s voor merken op social media. Iedereen in de communicatiewereld roept en blogt over social media. Wij staven alles met feiten, zodat je ook echt kan leren van elkaar. De hype voorbij, het is de nieuwe mainstream.

IIZT Amsterdam is al 13 jaar leider op het gebied van communities, branding en interactieve communicatie. Wij hebben werk gedaan voor adidas, KLM, H&M, Mitsubishi, Miss Etam, UGG, G-Star, Livera, hart.volgers, Respectance, adidas, Defensie, Men at Work, Cliniclowns en meer. Bel ons voor een kennismaking 020 – 693 31 31.


You’re always welcome at Prinseneiland. Call us and reserve time for a first date. 020-6933131 or mail

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