Stussy Facebook campaign caused a controversy

Mon 16 April 2012 14:00, Qin Hu

Stussy Facebook campaign caused a controversy

Brands are getting more and more creative when running their campaign on Facebook, especially to get fans to click “Like” and “Share” buttons. Recently, a fashion brand, Stussy, ran a Facebook Campaign for its Amsterdam branch, which brought some heavy controversy. 

The campaign is called “Strip for Likes”, and began with a model wearing all ranges of clothing from the brand Stussy. The more likes, the more clothes come off.


The Ad agency behind the campaign, Arnold Amsterdam, also wrote “As you can imagine the model must be suffocating under that many layers of clothing. It is almost a public duty to free her out of this misery, so we are expecting Facebook fans to help out here. Like and undress.”

Indeed, it is a clever way to get traffic. As you can see in the picture above, until last Saturday afternoon, there were already 13,006 Likes. Furthermore, the other smart point is that most visitors will definitely come back and see what the model’s status is, once you have liked this stripper.

However, many people are guessing how far this campaign can go. According to Facebook’s strict policy about no-nudity, the possibility of seeing a naked model in the end is quite low, no matter how many Likes she gets. Well, taking Facebook promotion rule into consideration, this campaign might already violate the guidelines. Facebook clearly states, “You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.”

In addition, this campaign also takes a risk somehow for using the world “stripper” together with its brand name, especially when it also sells women’s clothes. How many female would like to buy something similar to the strippers?

How do you think about this campaign? Feel free to leave any comment.

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