High street fashion retailer Oasis has launched a new 'word-of-mouth' social media campaign which aims to give customers, their friends and their family exclusive access to a series of offers and rewards.

The first in a series of Oasis campaigns launched on Thursday, which saw the womenswear brand team up with social media technology firm Buyapowa to give fans of the brand the chance to win a prize from its new collection.

Rewards are based on referrals made through Buyapowa's VIP social boutique eCommerce tool, and the initial campaign is promoting Oasis's winter coat collection. The consumer with the highest number of new customer introductions will be given a new season Oasis coat of their choice.

Briony Garbett, head of customer experience and eCommerce at Oasis, said: "We're really excited to be launching this social campaign so we can give our most loyal fans exclusive rewards and access to our products.

"We want to connect with our customers and are looking forward to boosting our social strategy with Buyapowa."

Debenhams recently signed up to work alongside Buyapowa for a 'co-buying' campaign, as part of its social media strategy.

The department store has given online shoppers the opportunity to purchase gift cards for its new autumn/winter 2014 collection – the value of which will increase as more consumers commit to buy. The scheme is running in the build-up to Christmas, and shoppers who join the co-buy scheme will be incentivised by group rewards and gamification, with Debenhams aiming to encourage people to get their friends, family and colleagues to purchase, too.

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