A very distinct company which uses SM to reach out to customers is MDS Collection, a brand that sells female fashion apparels and accessories.
Before using SM, this company was just like any other companies with different outlets located in prominent shopping malls like Wisma Atria, Bugis Junction, etc. From what I have seen, the stores were usually empty and there was only a handful of customers whenever I patronize. It only started using SM to promote their brand in 2014, which seems pretty successful albeit a late-starter. I went in the store and was about to purchase an item when the sales girl notified me about a promotion they were having at the time. Of course my eyes lit up at the thought of discounts discounts and more discounts! The promotion was to either follow their Instagram account or to like their Facebook page, and I would be entitled to 15% discount right away. It was as simple and accessible as that for me to save some bucks. But obviously that was a strategy for them to gain customers through the SM and making use of reviews and pictures of customers to expand their brand. It was like a free and accessible advertising strategy they employed to gain popularity. And the result? Definitely a success in such a short period of time.
As I am typing this, they are currently having a promotion whereby they are giving free giveaways for customers who take pictures of themselves in MDS Collection outfits and to post them on Instagram, with hashtag #mdsootd. Such promotions come once every few months, and I think it's a very sustainable kind of marketing strategy.
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