Last week the word ‘selfie’ was crowned the word of the year, and with good reason. Selfies have taken over the fashion world, with fashion bloggers and celebrities using them to take pictures of risqué poses or fashion-forward outfits. South African retailer Urban Hilton Weiner took advantage of this trend by creating a one-day-only ‘Pay towards your purchase with a selfie campaign’.



This innovative campaign used social media to encourage customers to take ‘Urban Selfies’. This involved going to an Urban store and taking a fashionable selfie wearing your favourite item. Customers could then post their selfies on Facebook, Twitter and Instagram. By tweeting the image to @urbanselfie using #urbanselfie, everyone received R100 off of their purchase. If Urban deemed your selfie stylish enough, they gave you R200 towards your purchase.

But that’s not all. A R10 000 Urban wardrobe will be given to the most retweeted selfie, while the selfie with the most likes on Facebook will receive a long-weekend trip to either New York, London, Tokyo or a fashion destination of their choice.

The Jupiter Drawing Room was responsible for coming up with the campaign that seamlessly combines fashion and fun. By playing on the power of social media, the company is encouraging customer engagement and loyalty.

Watch the space for what comes next!