Building a strong brand image is the highest priority in the dynamic world of sustainable fashion. One key metric often overlooked is the Pass-Along Rate (PAR). In this article, we’ll dive deep into the meaning of PAR, its connection to word-of-mouth (WOM) marketing, and how you can leverage it in 2025 through social media. We’ll also look at real-world examples from luxury brands and provide actionable tips for your e-commerce strategy.
What is the Pass-Along Rate?
The pass-along rate, or PAR, measures how often content is shared among users, reflecting the reach and influence of your brand’s message. It’s the digital age’s version of word-of-mouth marketing, where your audience not only consumes your content but feels compelled to share it with their network. This organic sharing amplifies your brand’s visibility and credibility, making it a crucial metric for sustainable fashion brands aiming to build a strong online presence and brand recognition.
The Connection Between Pass-Along Rate (PAR) and Word of Mouth (WOM)
Word-of-mouth marketing has always been the gold standard for brand advocacy. In the past, WOM meant face-to-face recommendations. Today, it’s evolved into digital shares, likes, and reposts. PAR is essentially the measure of this modern WOM. The higher your PAR, the more effectively your message is passed along, signaling strong brand loyalty and engagement.
Adidas’ ISS National Lab x Adidas campaign
Adidas’ ISS National Lab x Adidas campaign perfectly illustrates optimizing content for shares. The athletic shoes and apparel brand sent its Boost technology into space, capturing the imagination and curiosity of its audience. The campaign was crafted with compelling storytelling, tied back to the founder, reminding Adidas’s audience of the company’s origin and values. This encouraged viewers to share this unique and exciting content by showcasing Adidas’ innovative spirit and significantly boosting their PAR by engaging their audience in a fun, on-brand, and memorable way.
The 21st Century PAR Through Social Media
Don’t worry or give up on the idea of creating a strategy for your business around the pass-along rate if you don’t have Adidas’ budget because you don’t need to. In today’s digital landscape, social media platforms are the primary channels for enhancing your PAR. Here are four measurable ways to implement PAR in your social media strategy and you don’t have to leave Earth or even your couch to implement them:
1. Optimize Content for Shares
Crafting engaging and shareable content that resonates with your audience through the use of storytelling, high-quality visuals, and compelling calls to action to encourage shares can sound intimidating but it doesn’t have to be. Simple and engaging content types can include- infographics, behind-the-scenes videos, and interactive content (like quizzes), and are more likely to be shared.
2. Implement a Reward/Loyalty Program
An easier way to spread the word about your brand is by introducing a reward or loyalty program. This type of program incentivizes your audience to share your content and receive an extra benefit. For instance, offer discounts or exclusive access to new collections or experiences for every share or referral.
This is a brilliant example of a mixture of approaches. Undoubtedly, the use of influencer marketing in this post enhances the value of the content and as a result the spread of the message, or the PAR. More on how to create this type of content with ease is coming up in suggestion #4!
3. Optimize for Saves
Content that is saved on platforms like Instagram and Pinterest indicates its value and relevance to users. Create content that provides practical value, such as styling tips, sustainable fashion guides, or behind-the-scenes looks at your brand.
- Example: Influencer Sophie Knight (@sophielouisesdiary) effectively promotes Karen Millen’s collections through LTK (LikeToKnowIt). Her aesthetically pleasing videos provide outfit ideas, which her followers find highly valuable, prompting them to save the content for future reference. This strategy increases the ‘save’ rate and ensures the brand stays top-of-mind among its audience.
- Use strong visuals and informative captions to make your content save-worthy.
4. Create an Affiliate Program
Launch an affiliate program that motivates influencers and satisfied customers to promote your brand. Offer commission-based incentives for each referral or sale generated through their unique affiliate links.
- Example: Sophie Knight’s collaboration with Karen Millen through LTK is a prime example of a successful affiliate program. Her followers can easily purchase the outfits she showcases in her videos through the links provided. This simplifies the shopping process and boosts the PAR by encouraging her audience to engage with and share the content.
- This way your brand’s PAR increases and builds a network of brand advocates who actively promote your products.
Case Study: Stella McCartney’s Sustainable Fashion Success
Stella McCartney, a pioneer in sustainable fashion, has effectively utilized the power of the pass-along rate to grow her brand’s online presence. Through her #StellaTalks campaign, she encouraged customers to share their sustainability stories and how they incorporate McCartney’s pieces into their lives.
This not only has increased shares but also it has built a community around the brand’s values. By incorporating user-generated content and rewarding customers with exclusive offers, Stella McCartney has created a loyal and engaged following.
The brand shows a deep understanding of its audience. The main factor in unlocking the PAR in this campaign is collaborating with Greenpeace just in time for Earth Day. Picking a worthy cause connected to the brand’s core values solidifies the trust in the brand and makes the audience comfortable and eager to help spread the message.
Next steps:
To help you implement these strategies, here are some referral programs and tools you can use:
- ReferralCandy: A great tool to set up a referral program for all Shopify or BigCommerce stores and start offering commissions for referrals to your shop. Sign up for ReferralCandy.
- Affiliatly: An excellent platform for creating an affiliate program for your e-commerce shop. Sign up for Affiliatly. This is a great platform to start with and support you when you grow your affiliates.
By understanding and leveraging the Pass-Along Rate, you can harness the power of digital WOM to grow your sustainable fashion brand’s online presence and drive traffic to your e-commerce shop.
Ready to boost your brand’s visibility? Start optimizing your social media strategy for shares, saves, and affiliate engagement today!
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